New Start USA – NSUSA
(Class Project)
A career coaching tool to help first-generation immigrants. The aim was to create a more engaging and accessible online presence, making it easier for users to find information, donate, and participate in events.
Logo
Project Overview
Tools: Figma, Adobe Illustrator, Adobe Photoshop
Role: UX Designer
The problem:
First-Generation immigrants are faced with the challenge of professional validation when moving to America.
The goal:
Create a career coach tool that helps first-generation immigrants navigate the job market in the United States.
User Research
User Research Summary:
Our research shows that a tool tailored to support first-generation immigrants in the United States must provide comprehensive resources across several key areas, such as language training with job-specific vocabulary and cultural references, as well as guidance on translating foreign certificates and diplomas and experience for American employers. The tool should offer insights into navigating U.S. workplace norms, building diverse professional networks, and overcoming common immigrant barriers like legal requirements, discrimination, and unusual career gaps. Personalized support matching career guidance with cultural considerations, alongside success stories and mentors who are also immigrants, is important for inspiration and relatability. To ensure accessibility, the solution should have flexible formatting across multiple languages, as well as affordable pricing or financial assistance options. By accounting for these unique linguistic, cultural, legal and personal needs of the immigrant population in a holistic way, an effective career coaching tool can truly empower newcomers to maximize their skills and achieve professional success in the U.S.
User Research Pain Points
1. Language and communication barriers. Overcoming language barriers is a major obstacle for many immigrants seeking professional success
2. Difficulty translating foreign credentials and experience. Not having credentials that directly translate makes it harder to get hired.
3. Navigating cultural differences in the workplace and understanding American workplace culture norms. Cultural gaps can significantly hinder an immigrant's career growth.
4. Legal authorization and visa obstacles. Navigating complicated U.S. immigration systems is a major stumbling block.
5. Lack of supportive networks and mentorship. Not having guidance from relatable role models is a significant disadvantage.
Personas
Ideation
Lo-Fi Prototypes
Mock Ups
Sitemap
Hi-Fi Prototypes
Going Forward:
Impact:
Through targeted career assistance, participants gained clarity on marketing international skills rather than "spinning wheels" by randomly applying to jobs.
This program empowered immigrants with concrete strategies to market diverse backgrounds as strengths in the workforce, rather than obstacles.
What I Learned:
While some of their struggles, aligned with my initial assumptions, I learned that beyond just skills or language, many highly-skilled individuals were staying in their initial roles due to a lack of confidence.
It also became clear the language barrier encompassed more than just conversational abilities - people wanted training on job-specific vocabulary to feel comfortable in professional settings.
Additionally, social networks played a big role through word-of-mouth, but some were reluctant to utilize their communities due to embarrassment.
