Case Study

Leapwize

Reimagining Job Matching for Generation Z

Role


UX/UI designer

Team project

Tools


Figma

Time

2 weeks - April 2024

Overview

Overview

Overview

Leapwize aspires to redefine the job search landscape for Gen Z in Germany, focusing particularly on apprenticeships. Recognizing the disconnect between traditional job search platforms and the preferences of Gen Z users, we are commited to creating a landing page that not only resonates with its target audience but also actively involves them in a supportive, community-focused job-matching journey. Through in-depth user research, key design preferences and job search challenges specific to Gen Z were identified. These insights informed the development of a strategic design approach centered around simplicity, authenticity, and engagement.

Challenge

Challenge

Challenge

Design a mobile-optimized landing page that embodies Leapwize’s mission to destigmatize apprenticeships and cater to the preferences of GenZ in Germany.


Our design had to:

- Educate users about apprenticeships in a stigma-free context.

- Provide a clear, engaging user journey to job matches.

- Foster a supportive community environment.

Design Strategy

Design Strategy

Design Strategy

Audience Understanding: The design strategy was deeply rooted in an understanding of Gen Z's value system, including their preference for authenticity, community engagement, and social media integration.


Design Requirements: The strategy outlined the need for a landing page with a human-centric design featuring short, engaging videos, straightforward sign-up processes (e.g., via WhatsApp), real testimonials, and clear, concise information about job openings and the company's mission.


User Experience (UX): The UX design focused on simplicity and navigation ease, ensuring information was easily accessible but not overwhelming, and that the visual language spoke directly to the preferences of Gen Z, incorporating vibrant graphics and interactive elements.

Audience Understanding: The design strategy was deeply rooted in an understanding of Gen Z's value system, including their preference for authenticity, community engagement, and social media integration.


Design Requirements: The strategy outlined the need for a landing page with a human-centric design featuring short, engaging videos, straightforward sign-up processes (e.g., via WhatsApp), real testimonials, and clear, concise information about job openings and the company's mission.


User Experience (UX): The UX design focused on simplicity and navigation ease, ensuring information was easily accessible but not overwhelming, and that the visual language spoke directly to the preferences of Gen Z, incorporating vibrant graphics and interactive elements.

Audience Understanding: The design strategy was deeply rooted in an understanding of Gen Z's value system, including their preference for authenticity, community engagement, and social media integration.


Design Requirements: The strategy outlined the need for a landing page with a human-centric design featuring short, engaging videos, straightforward sign-up processes (e.g., via WhatsApp), real testimonials, and clear, concise information about job openings and the company's mission.


User Experience (UX): The UX design focused on simplicity and navigation ease, ensuring information was easily accessible but not overwhelming, and that the visual language spoke directly to the preferences of Gen Z, incorporating vibrant graphics and interactive elements.

01
Emphatize

To gather insights with Gen Z people direct conversations and surveys were conducted. This included exploring their educational backgrounds, job search challenges, usage of social media for job hunting, and their reactions to existing job platforms.

Interview Insights

Interview Insights

Interview Insights

Challenges: Difficulty finding entry-level opportunities, greenwashing by companies, and a lack of trust in job descriptions.

Design Preferences: Simplicity, straightforward information, a human and energetic design.

Social Media Influence: Importance of word-of-mouth, passive social media learning, and a preference for personal success stories over generic community discussions.

Information Preferences: Honest details about the company and its culture, clear job descriptions, and engaging content that provides a comprehensive view of the company.

02
Define

Considering all the information we got to our user persona Emma Schmitz a 16-year-old socially conscious individual, uncertain about her career path but eager for a role that combines creativity with social impact.

User persona

User persona

User persona

¨I´m seeking a career with purpose and community impact¨

¨I´m seeking a career with purpose and community impact¨

¨I´m seeking a career with purpose and community impact¨

EMMA SCHMITZ

16 yo

EMMA SCHMITZ

16 yo

Uses Instagram and TikTok for expression and connection

Uses Instagram and TikTok for expression and connection

Uses Instagram and TikTok for expression and connection

Aligns with platforms focus on individual values and social media engagement

Aligns with platforms focus on individual values and social media engagement

Aligns with platforms focus on individual values and social media engagement

Wants to make a difference

Wants to make a difference

Wants to make a difference

Uncertain about her career path

Uncertain about her career path

Uncertain about her career path

Seeks a role combining creativity and social impact

Seeks a role combining creativity and social impact

Seeks a role combining creativity and social impact

Needs career guidance

Needs career guidance

Needs career guidance

empathetic

empathetic

socially concious

socially concious

creative

creative

teamwork

teamwork

artsy

artsy

Defining the problem

Defining the problem

Defining the problem

Gen Z´s in Germany who are looking for apprentenceship need to find a honest, easy to navigate and clear channel that they are familiar with to discover their interest in their career path because the companies don´t adapt to the communication way of this generation.

Gen Z´s in Germany who are looking for apprentenceship need to find a honest, easy to navigate and clear channel that they are familiar with to discover their interest in their career path because the companies don´t adapt to the communication way of this generation.

Gen Z´s in Germany who are looking for apprentenceship need to find a honest, easy to navigate and clear channel that they are familiar with to discover their interest in their career path because the companies don´t adapt to the communication way of this generation.

03
Ideate

After gathering all the information and defining the problem we got into the ideation phase. Through brain storming sessions and after the feature optimizations we got into a design process that was iterative, focusing on simplicity, clarity, and engagement. This key features included:


Short Explainer Video: To quickly convey Leapwize’s mission and approach.


Expandable Company Information: Offering insights into the supportive environment Leapwize promotes.


Simple Sign-Up Process via WhatsApp: Catering to GenZ’s preference for instant communication.


Testimonials and Success Stories: Building trust through shared experiences.


Straightforward Job Matching Mechanics: Illustrated through a friendly "How It Works" section.


Social Media Integration: For easy sharing and to foster a sense of community.



Our design process was iterative, focusing on simplicity, clarity, and engagement. Key features included:

Short Explainer Video: To quickly convey Leapwize’s mission and approach.

Expandable Company Information: Offering insights into the supportive environment Leapwize promotes.

Simple Sign-Up Process via WhatsApp: Catering to GenZ’s preference for instant communication.

Testimonials and Success Stories: Building trust through shared experiences.

Straightforward Job Matching Mechanics: Illustrated through a friendly "How It Works" section.

Social Media Integration: For easy sharing and to foster a sense of community.


Wireframing and prototyping were essential steps, allowing for the refinement of user flow and the interface layout to ensure an intuitive experience. User testing sessions further refined the design, ensuring it met our target audience's needs and expectations.

Our design process was iterative, focusing on simplicity, clarity, and engagement. Key features included:

Short Explainer Video: To quickly convey Leapwize’s mission and approach.

Expandable Company Information: Offering insights into the supportive environment Leapwize promotes.

Simple Sign-Up Process via WhatsApp: Catering to GenZ’s preference for instant communication.

Testimonials and Success Stories: Building trust through shared experiences.

Straightforward Job Matching Mechanics: Illustrated through a friendly "How It Works" section.

Social Media Integration: For easy sharing and to foster a sense of community.


Wireframing and prototyping were essential steps, allowing for the refinement of user flow and the interface layout to ensure an intuitive experience. User testing sessions further refined the design, ensuring it met our target audience's needs and expectations.

04
Prototype

Low-Fidelity Prototype

Low-Fidelity Prototype

Low-Fidelity Prototype

Wireframing and prototyping were essential steps, allowing for the refinement of user flow and the interface layout to ensure an intuitive experience. User testing sessions further refined the design, ensuring it met our target audience's needs and expectations.

After testing the Lo-Fi with Gen Z users we refined the design, ensuring it met our target audience's needs and expectations. Making a clear and very visual design, reducing the amount of text and introducing emojis and elements that the users are familiar with. The CTA button as community first platform also had to be redesign, to make it more clear.

Design style

Design style

Design style

A design style was created for the correct use of the logo.

Hi-Fi Prototype

Hi-Fi Prototype

Hi-Fi Prototype

Leveraging modern web technologies, we developed a responsive and visually engaging landing page. Our implementation focused on performance and accessibility, ensuring a seamless experience across devices and platforms. The inclusion of real-life testimonials and the direct connection to social media platforms were particularly praised for enhancing the community feel of Leapwize.

Interactive Prototype

Interactive Prototype

Interactive Prototype

Text and emojis

Very clear call to action button

Prototype

Prototype

Prototype

Conclusion

The design of the Leapwize landing page marks a significant step towards reimagining how GenZ navigates the path to finding apprenticeships and internships in Germany. It stands as a testament to the power of empathetic design in creating solutions that not only meet user needs but also inspire action towards a fulfilling career.


This project reinforced the value of a user-centered approach, the importance of empathy in design, and the power of addressing real user needs. It demonstrated the effectiveness of blending innovative design with strategic thinking to solve complex problems. The journey from empathizing with Gen Z job seekers to delivering a product that truly resonates with them was incredibly fulfilling and a testament to the impact thoughtful design can have on users' lives.