The Problem
The Ministry of Labor sought to establish and strengthen relations with Israeli businesses for several reasons:
Short-term - to familiarize local employers with the training programs and different types of support the Ministry could provide.
In the long term – Increase the employment rate, and achieve target employment rates, set by the Israeli government.
User Reaserch
In my role as a senior CX\UX Specialist in the project team, I conducted vast user research in order to understand current employers' needs and gaps, in locating quality workforce.
As part of the research I interviewed approx. 30 businesses that employ workers locally, using in-depth contextual interview methods.
During the UX process I have also conducted online usability testing to validate the digital platform design which was dedicated to employers and its value in their point of view.
User Persona
Three different personas were identified, which represented three different types of potential partners of the Ministry of Labor.
The three personas represented different business sizes, different industries, and different levels of familiarity with the ministry of labor’s offering, digital orientation, level of self-initiative, and more.
Each persona reflected different pain points and needs in relation to employment and recruitment and the current interface with the ministry of labor.
It was getting clear that a digital platform will have to answer all three types of employers.
For each persona, I created its user journey to describe the challenges and opportunities along with the interaction.
User Journey
In order to focus on the most accurate solution, I’ve created an “Ideal” user journey for each persona, that represented the future journey that each user will go through when taking the digital and service solutions into account.
My team and I planned and executed a workshop with all the stakeholders, to get them on board and create a solution that will serve the employers but also the ministry's goals. In the workshop, we used the Mural tool with all teams, for better engagement and documentation.