AUGUST 2019 by DONGLIN KIM

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WHAT DOUGH PROVIDES

Discovering how you might like to work

Dough learns and analyses users’ reactions to each video and provides data in the form of a profile about how they might like to work and what might be important to them, which facilitates greater self-awareness.

Details beyond traditional job descriptions

See how people work, what they do and what the environment is like. Users can learn working lifestyle and personal details that help them imagine what their life could be like and compare reality and expectation.

Watch the video below to see how it works.

Inspiration from real professionals

By showing videos created by professionals themselves and providing them randomly to explore, Dough allows users to broaden their perspective on future possibilities regarding work. 

Douth Video - Service Description
PLAY VIDEO: DOUGH

OVERVIEW

THE BRIEF

How can we empower young people to successfully navigate life’s transitions by leveraging data and AI?

THE CHALLENGE

Our team tackled the challenge of exploring ‘what I want to be’ in a context where the future of the workplace is uncertain and when you are in the process of learning how to work.

THE FOCUS

We focused on key moments in 16 to 24-year-old young people’s lives, when they had to decide what they want to be in the future. 

KEY INSIGHTS FROM RESEARCH TO SOLUTIONING

  • Open up possibilities instead of closing them down

  • Changing the first step from picking a career to understanding yourself better 

  • Changing them from auto-pilot mode to making more informed decisions, allowing them to be more conscious and in control of their futures

THE SOLUTION: DOUGH

Dough is a peer-to-peer discovery app for young people that will help them better understand themselves and others in the world of work. It provides opportunities to learn from and become inspired by videos shared by professionals sharing how they work and their work environments.

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DOUGH Stretch your potential

Redesign your first step

to think about your career

CLIENT

Telefonica Alpha

ROLE

User Researcher, Design Strategist,

UX/UI Designer

DURATION

Oct 2018 - Jan 2019

TOOLS

  • Illustrator
  • Photoshop
  • Flinto
  • Sketch

TEAM

Ally Rosam

Karen Rozenbaum

 

PROCESS: HOW WE GOT THERE

1. THE BRIEF
    GOALS

1. Enable positive behavioural change

Alpha, an innovation facility from Telefonica, approached us to develop a service that helps people to improve their agency they have upon their lives and make better personal decisions to increase their happiness and well-being.

2. Focus on Generation Z aged between 16 to 24

This project was targeted at younger generations who are learning to understand and wield their own agency at a time of transition from school to tertiary education and work. 

3. Leverage data and AI 

Alpha’s approach was to empower individuals to discover and understand the levers of their own happiness by leveraging data and Artificial Intelligence.

2. THE SCOPE
      FUTURE OF WORK

We focused our scope on tackling the challenge of knowing what career to pursue in a context where the job market is uncertain. We immersed ourselves in secondary research on Generation Z and reached out to experts in the field to understand how the world of work is changing.

Future of work keywords and icons: 

AI/automation/

Job market

New Generation etc

3. SECONDARY RESEARCH
    WHAT'S THE CONTEXT?

The future of work is already happening, but there is a gap between Generation Z’s expectations and reality

The entire ecosystem of job market is changing

  • Nearly 2/3’s of all jobs could have 30% of their activities automated.2)

  • By 2030, 43% of the workforce will be freelance and it is anticipated that they will have 15-17 jobs in a lifetime.

Gen Z’s expectations are at odds with reality

Digital technology is leading to an increase in the variety of jobs, and some jobs won’t even exist by 2030. However, Gen Z’s ‘dream jobs’ aren’t all that different from previous generations’.

4. USER RESEARCH
       WHAT DO YOUNG PEOPLE REALLY THINK ABOUT WORK?

In order to understand and learn how young people think about work and dig deeper into their pain points, we conducted three rounds of primary research to identify problems and opportunities. 

Map of process

4. SYNTHESIZE THE DATA
     INSIGHTS