GOEN

An app to connect International Talents and Japanese Recruiters

GOEN

An interactive, personalized job search and networking app designed to connect international talent with Japanese companies, addressing Japan's labor shortage.

I wanted to use my creativity and problem solving skills to address Japan's labour shortage due to aging society and low birth rate. Having met many international people who admire Japan and wish to live and work there, I aimed to create solutions that bridge this gap and assist those seeking opportunities in Japan.

Play Around Prototype

ROLE

Product Designer, UX Researcher (School Project)

DURATION

2 months, 80+ screens

TOOLS

Figma, Maze

Problems

How might we create a more foreigner-friendly job platform that enhances networking opportunities and eases the cultural barriers for international talent seeking employment in Japan?

Outcomes

The app offers personalized job recommendations, a networking feature to connect with professionals in Japan, and a resource hub for tips and advice on living and working in the country.

Research

I conducted three research methods to inform the app development. First, Market Research confirmed demand for a platform connecting international talent with Japanese companies. Next, User Interviews helped me identify key needs and pain points. Finally, Competitive Research revealed strengths in existing apps and uncovered unaddressed opportunities, allowing for strategic implementation in my app.

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Findings

01. There is high demand for international talent in Japan, with 45% of companies interested in hiring foreign workers (Engoo, 2022) and Japan ranked as a top destination for expats.

02. International talents have passion for Japanese culture, need for job search resources like work culture insights and networking opportunities, and reliance on foreign-friendly platforms.

03. Existing apps offer strong features like networking, review, detailed company info and applying for jobs from overseas. They lack customization, personalization and foreigner-friendly features tailored for my target audience.

Define

User Persona

I created a user persona based on the data collected from the user interviews to represent the target audience of the app.

Empathy Map

An empathy map was created to gain a deeper understanding of the target audience's perspective, drawing insights from the user interviews.

User Flow

I created a user flow to illustrate how users navigate through the app, from the entry point to the final interaction.

Information Architecture

By creating information architecture, I visually represented the organization and structure of the app.

Design

Wireframe

After creating the information architecture, I brainstormed by sketching on paper, then progressed to high-fidelity wireframes using Figma.

Final Screens

UI Kit

As primary colours, I used green and navy to convey the kindness, sympathy and trustworthy for the target users who have uncertainty about looking for job opportunities in Japan. I used Poppins for headers and Inter for body text so that the app looks more friendly and casual than simply using the same font.

Design

Usability Testing

I conducted usability testing with 5 participants on Maze to determine if potential users could accomplish the specified tasks and to identify any requirements for improving the app's usability. I identified two feedback points and implemented the following changes.

Feedback 01 Add Labels

01. Task

"Find out the typical salary range for tech industry jobs in Japan."

02. What They Say

"Labels or tags that categorize each topic will make it more recognizable."

03. Changes I Made

Feedback 02 Add an Onboarding Popup

01. Task

“Try to look for people who you want to connect with (Both Japanese and International)”
Swipe up and to the right twice → Keep swiping → Swipe up and to the left once.

02. What They Say

"There is no indicator for the swipe, it was not easy to assume whether it swipes or scrolls."

"UI/UX was user friendly although was initially confused what to do and where to go with the testing instructions."

03. Changes I Made

Solutions

01. Personalized Job Board

Based on users' experiences, personalities, and preferences gathered from the onboarding questions, the app offers suggested job postings tailored to each user.

02. Networking Feature

The "Connect" feature enables users to connect with both Japanese and international talents who work and live in Japan.

03. Tips to Work and Live in Japan

The app offers a feature that allows users to search for tips about living and working in Japan, as well as ask questions they want to ask people.

Learnings

Throughout the case study, I learned how to design a product from scratch, from planning the business proposal to prototyping and incorporating user feedback. Creating a detailed and robust business proposal gave me valuable experience in designing a real-life product. In the future, I aim to expand the app's scope to a two-sided business model, developing features from the perspectives of Japanese recruiters, similar to platforms like Airbnb or Uber, based on the user interviews I conducted with 3 interviewees.

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