Defining Value for a Career Growth App

This research aimed to discover core user needs for a new career development app. The primary challenge was to align these user needs with business goals to define a clear value proposition.

This case study outlines the first stage of the VDP (Value, Diagnosis,Prototype) framework: defining Value.

My Role

As the sole UX Researcher, I led the entire research process, from recruiting participants to analyzing and synthesizing the data.

Research & Methodology

I used a mixed-methods approach to understand the problem space:

Recruitment: I independently managed the recruitment campaign, sourcing over 300 potential candidates and securing 68 for the initial phase.

Initial Survey: A broad survey was sent to 68 participants to gather quantitative data on their career growth habits and needs, along with general demographic information to inform the development of future user personas.

Experience Sampling Method (ESM): Next I conducted a week-long ESM study with 10 participants to capture real-time behaviors and feelings. ESM is a powerful alternative to diary studies, as it minimizes recall bias by prompting users to report their experiences as they happen. The study was run unmoderated using the ExpiWell app.

Findings & Learnings

While a larger cohort for the ESM study would have been ideal for stronger quantitative data, the 10 participants provided rich qualitative insights. The real-time data revealed several key patterns in how users approach career learning and what triggers their frustrations. These foundational insights were crucial for shaping the product's direction.