Daemon Career Coach

Case Study

PRODUCT: Mobile App     ROLE: UX DESIGNER     YEAR: 2017

Daemon Career Coach App is a service for insight and news about career development and leadership coaching. A career coach will work closely with you in order to help you determine where you would like your career to go and to develop a plan for achieving those goals.

I was brought into the team to design the new mobile version for Daemon Career Coach taking into account the information already available on the Daemon Career Coach website. The objective of my work was to create an interactive prototype of Daemon Career Coach mobile application. The app works as a nerve centre for retaining users and acquiring new clients exponentially.

I worked in a small team and the client was directly involved in the process. The client and I met at my office in Bristol and I facilitated the workshop where we established the process for new feature requests, work prioritisation, feature testing and approval process.

Stakeholder workshop

I decided it would be best to meet the client face to face workshop where we collaboratively brainstormed the ideas and came up with creative solutions. We started the conversation with this simple idea.

I printed a big lean canvas and we used sticky notes to think about opportunities.

The Opportunity:

– Use the Daemon’s blogging strength and make it easier for people to find and read the inspiring blogposts and share it with friends.

I focused particularly on the way users interact with motivational information and with the time they spend waiting for the bus or commuting to work. The user research of Daemon Career Coach shows that 93% of the clients take the bus to work. The psychology of how we experience time in these situations is fascinating. Research from all kinds of settings – including the doctor’s office and the bus stop – suggests that people routinely think they’ve waited twice as long for some outcome as they actually have. Waits feel particularly long when we’re not doing much in the meantime, when we’re already feeling anxious, and when the time horizon itself is uncertain.

Innovators have tried to solve the waiting problem (or the waiting perception problem) in many contexts. This is why dentists deploy fish tanks, and why elevators have mirrors. With Daemon Career Coach App we offer a solution offering motivational posts for clients that might want to read on their mobile phone while they are waiting for the bus. The app is made to retain users providing insights and free tips. When the user insert his email to obtain free tips he would be added to the Daemon Career Coach mailing list.

Requirement analysis

We had ideas to create virality and to reward champion users, but to meet budget constraints, I was faced with the challenge to decide on which features were crucial at the time frame and which ones could wait.

We successfully prioritised the features and found ways to optimise the processes that resulted in big time savings during the design. We decided to focus on empathy and stickiness for this specific time frame of the project.

Competitors analysis

The competitors analysis showed that none of the Career Coaches based in Bristol have a blog, a strong online presence or a digital strategy and it would be truly advantageous for Daemon Career Coach to get ahead of competition.

User Research and User testing

The analytics revealed that most pages of the site (like the blog) was hardly used by the users. Although in theory, it had valuable information, in practice users didn’t use it. Since we were in the process of building the application, this was a good time to look into what was happening and how to present valuable information to the users in a friendly interface. 

I have conducted user interviews to get an insight into what was happening and how we could improve the user experience. I was able to gain very useful information and better understand user’s needs.

Based on the interview findings, I made rapid prototypes of the app that were later tested with the users to achieve the result that brought much greater value to the users.


Navigation redesign: sketches and wireframes

I conducted the research and created a document that covered all the possible variations of the navigation. Given that information I redesigned the navigation.

The new and simplified distribution of information had significantly improved user experience and allowed the users to access the information they needed from any page. The users could also go to the blog in just one click, share it easily and access contact informations straight away. The informations about each service offered are also clear.

Rapid Prototyping

In order to test new features quickly and efficiently, I created rapid interactive digital prototypes using Axure software. The prototypes proved to be very successful and saved cost when designing new features or redesigning the existing ones.






– Other contributions to Daemon Career Coach

Email Template Design

I worked closely with the client and helped to design and build custom email templates for news updates and insights.

Work     About   Contact