Launching a new professional insights tool to drive platform subscriptions
MYTRUDY
MyTrudy is the first personality-based career platform that empowers young professionals to discover and showcase their authentic talent. It uses advanced technology, personality science, and real-time job market insights to create comprehensive career insights.
In early 2025, myTrudy aimed to introduce a new top-of-funnel feature (Career Paths) to help bring the product to a bigger market and quickly generate revenue.
TEAM
Product designer (me)
Lead product designer
Brand designer
Content designer
Product manager
Engineering team
Design for a Gen Z audience
By 2030, Gen Z is projected to make up 30% of the U.S. workforce
Taking a mobile-first approach: 46% of Gen Z users have applied for a job on mobile
Provide valuable insights catered to research on what Gen Z values most: financial independence, work-life balance, and fulfillment
Introducing new brand guidelines catering to a younger audience
SKILLS
Information architecture
Wireframing
Prototyping
User testing, data synthesis
Rebranding, design system updates
Design handoff
Craft compelling data visualization
Redesigning complex data visualizations in visually impactful and intuitive way, especially for limited real estate on mobile
Incorporating platform rebrand into data visualizations and updating the existing design system
TIMEFRAME
6 weeks
AGENCY
PROJECT BRIEF
MyTrudy started with two primary features: a resume builder and a personality assessment tool. In order to bring the product to a bigger market, the goal was to introduce a new top-of-funnel feature: Career Paths. Our primary objectives for Career Paths were to:
Drive new user acquisition
Increase platform subscriptions
Translate data-heavy insights into mobile-first, digestible visuals
To accomplish this, we determined the following high-level design requirements:
Create a seamless upsell experience
Design an enticing free version of the product to drive interest in subscriptions
Create social-driven share cards to boost word-of-mouth marketing
Build an intuitive onboarding experience that introduces product value as early as possible
SOLUTION
Designing and launching Career Paths
We designed Career Paths, a mobile-first digital product that helps users identify the best career matches for them, and actionable steps for how to get there.
Career Paths allows users to view recommendations for their top career matches based on their unique traits, including personality, work experience, and skill set. Users can also view various suggested career lists based on factors such as higher salary, better personality fit, and more.
In addition, Career Paths also offers detailed insights into specific career trajectories, providing viewers with insightful, personalized information such as their compatibility scores for the role, insights into transitioning to the desired role, a skill gap analysis, and more.
Career Paths is available both as a free and premium product, with differing degrees of insights. Users are also able to quickly view and share their results through personalized share cards designed for social.
OUTCOME
A mobile-first design that delivers unique product value
With this product, our business goals were to drive new user acquisition, increase subscriptions, and design visually impactful data visualizations.
In testing, we saw significantly positive indicators for product adoption, with 92% of users saying they would utilize the product.
We also built a seamless upsell experience, providing users with immediate value through the free version of the product while also hinting at the premium offerings in an enticing way.
Following the launch, we plan to track the number of accounts created for this specific feature, the rate of subscription upgrades, as well as the number of clicks on the upgrade buttons and banners.
Concept-testing a personalized career insights tool
Once the team came up with the general concept of a career predictor tool, it was important to conduct initial research to gauge the level of interest among users for this type of product. We built the following initial concepts and surveyed 1,000 job seekers—50% Gen Z, 50% non-Gen Z.
DESIGN EXPLORATION
INITIAL CONCEPTS
High level of interest from Gen Z
We received a strong indicator of interest in the product overall, and from Gen Z specifically
Paired with other business decisions and factors, this pushed us to shift our focus more directly to Gen Z users
Desire for career exploration
With other professional platforms, users expressed frustration with tools that lack interactive or exploratory features, making it difficult to visualize career paths
DESIGN EXPLORATIONS
WIREFRAMES (MOBILE)
Desire for personalized insights
Users expressed frustration with generic tools that didn’t account for individual skills, goals, personality traits
Specifically, our research showed that Gen Z users highly value fulfillment in their work, second only to financial independence
High value placed on match scores
Users highly ranked 1) overall match score, 2) personality score, and 3) expertise score as the most valuable modules when viewing a specific career
Guided by these insights, I began further exploring data visualizations with the following goals:
Taking a mobile-first approach for data visualizations with the goal of appealing to Gen Z users
Emphasizing how personality factors into the results generated for each individual user
Simplifying insights and data into scannable visuals that provide immediate value and reduce number of clicks for the user
The following key insights that emerged were:
Validating information architecture and feature value
Once we had initial wireframe designs, we decided to conduct further testing. Although we were on a short timeline, it was crucial to validate whether the information we presented was valuable to users, if users were able to correctly interpret the data, and if the feature was intuitive to use. From a business perspective, we were making a big bet that this feature would encourage subscriptions and user adoption, so it was a worthwhile effort to test the product at this stage, before investing more time and resources into further design and development.
With just one week for testing, we decided to conduct unmoderated testing through Maze. I wrote a detailed testing script, collaborating with cross-functional stakeholders (Product, Content, Marketing) for review, and also created a prototype for testing. We tested with 50 participants, ages 21-34.
USER TESTING
Testing insights and recommendations
There was a strong indication of interest in the product, with 92% of participants said they would use the product.
Users most highly valued the “Your path to this role” feature, with 95% saying the it was helpful, and 58% ranking it very helpful. The least valued feature was the “Skill trends” section. This information guided us on how to prioritize the order of modules on the page.
We found that users rarely explored tabs or scrolled horizontally, leading us to combine modules to one screen when possible.
FINAL DESIGN
Incorporating the platform rebrand to create scannable and visually compelling professional insights
Platform rebrand
Collaborating with our brand designer, we applied the updated branding to the designs, leaning into bright, modern colors. The new visual identity also utilizes puzzle pieces to illustrate how personality, skills, and opportunities align seamlessly. We translated this approach by utilizing percentage bars throughout the product to illustrate the high percentage matches and personalized insights offered, something we knew users deeply valued based on our research.
Career Paths home page - Free vs Premium
After users upload their work history and complete a personality assessment, they can access the Career Paths homepage, which displays their top 10 career matches based on their personality compatibility and work experience. They can also view different categories of career suggestions, whether they’re looking for a higher salary or breaking into a new field.
A key part of the final design was making sure that free users could still access their top 10 career paths (or recommended careers), while presenting the premium features in an enticing way.
FREE
FREE
PREMIUM
Career details page - Free vs Premium
When users click on any of the careers listed, they are redirected to a detailed page about the specific career. This page also offers personalized insights based on their individual traits, skills, and more.
On this page, free users can access the career’s average salary range, the user’s overall compatibility score for the career, and the career description. The premium features include more personalized insights, such as timeline and path to the career, a personality trait comparison, skill comparison, and more.
PREMIUM
OUTCOMES
Driving user activation and conversion
We delivered a new feature design that is visually engaging and delivers complex data insights in an easily digestible manner, resulting in 92% of users responding that they would use this product.
The launch of the new Career Paths feature will happen in conjunction with a targeted marketing campaign, allowing us to track the number of accounts created specifically for this feature.
We will also be looking at the number of paid subscribers generated from this new feature. More specifically, we’ll be tracking the number of clicks on the “Unlock” buttons or banners that appear on the free version of the product. (Stay tuned for updated numbers)