Slay The Gap
As part of my Master's thesis at the Royal College of Art, STAGE was developed, an AI-powered social media management platform aimed at addressing the underrepresentation of young professional women on platforms like LinkedIn. The project focused on overcoming key barriers such as imposter syndrome, knowledge gaps, and fear of negative feedback. STAGE utilizes advanced algorithms to provide personalized content recommendations, boosting online visibility, career advancement, and confidence. Through this project, A solution was designed to empower women professionals, helping them navigate challenges in their careers and build a stronger online presence.
Info
Role and Resposibility
User Research: User Interviews, Persona Mapping, Journey Mapping
UX Design: Sketches, Wireframing, Usability Testing
Project Context
March 2024 - August 2024
Masters thesis project
Royal College of Art
Tools
Figma
Qualtrics
Team
Shravani Shinde,
Parul Gupta
Shivani Gowaikar
Tutor: Federico Vaz
Backstory
What you mean by Invisible Women?
Invisibility of women refers to the phenomenon where women's contributions, presence, and experiences are overlooked, undervalued, or unrecognized in various aspects of society.
As author Caroline Criado Perez starkly reminds us in her book Invisible Women, “the result of male-default thinking is that women are not seen, and not counted.”
Urban Planning
& Transport
Safety +
Crime
Healthcare
Politics & Economy
Education
& Access
Profession
& Career
Technology
+ Internet
increasing importance in current times
in professional world,
not seizing
opportunities
less content
contribution
Increasing
lack of confidence
and visibility
+
=
75%
of all women executives experience imposter syndrome in their workplace
but why does visibility matter?
100% of recruiters research on social networks before meeting a candidate
Importance of internet
Importance of profession
visibility
Need of
increasing professional
visibility on the internet
+
=
therefore,
If women have professional visibility,
then,
individual gain
amplify career opportunities
societal gain
contribute to fill the
gender data gap
fill gender data gap
👸🏽
career opportunities
professional visibility
Systemic Implications
Stakeholder Analysis
Women
who use social media and online platforms to help with visibility & professional goals
Social Media Platforms
Platforms where women users seek to gain visibility for professional purposes.
Hiring Managers
Entities looking for potential employees and evaluating candidates based on their online profiles
Dataset providers
Organizations or individuals who collect data from social media platforms to create datasets, aiming to fill data gaps and drive technological advancements
Advocacy Groups
Organizations working to support women in overcoming professional barriers and promoting equality in the workplace
The Users
Senior Male
Highly active, posts regularly
Gets Noticed and promoted
Senior Female
Active, posts frequently
Is noticed less
Mid/Young Male
Active, posts sometimes
Is noticed more
Mid/Young Female
Does not post
Silent spectator
High Posting Frequency
Low Visibility
High Visibility
Low Posting Frequency
says
"I have some learnings to share about my new project."
does
"Researches trending topics and identifies areas where she can offer unique insights.."
feels
"I have some learnings to share about my new project."
thinks
“Will I get noticed by industry experts or recruiters?”
Testing
SIZE:
TEST:
GOAL:
Focus group with 15 women, various career stages
Generate a list of professional expectations and goals with social media.
The women then ranked these goals in order of importance
To understand the priorities of women regarding leveraging social media for career advancement
RESULT:
The Challenge
does
Lack of online visibility and
confidence
does
Lack of content creation and
posts
does
Lack of network and community
does
Unable to tap into professional opportunities.
How might we amplify women's voices and visibility on internet with sharing their professional expertise and experiences?
Strategy
is an AI-powered social media management tool that helps women professionals enhance their online visibility by helping them generate more goal-oriented content to get noticed and advance their careers.
Design Considerations
Use AI to help and simplify, not complicate 🤖
Integrate seamlessly to eliminate the learning curve 🔄
Vibrant and
welcoming 🌈
Support & encouragement is key 💬
Leverage AI features to make the user’s journey easy, intuitive and hassle-free. Make the effort to learn and use AI a fun and convenient one.
Leverage AI features to make the user’s journey easy, intuitive and hassle-free. Make the effort to learn and use AI a fun and convenient one.
Leverage AI features to make the user’s journey easy, intuitive and hassle-free. Make the effort to learn and use AI a fun and convenient one.
Leverage AI features to make the user’s journey easy, intuitive and hassle-free. Make the effort to learn and use AI a fun and convenient one.
Features Testing
SIZE:
TEST:
GOAL:
Focus group with 15 women, various career stages
Generate a social media management tool features to assist with content creation.
The women then ranked these features in order of importance.
To identify the functionalities women value most in overcoming their anxieties and increasing their social media posting for career advancement.
RESULT:
Design Process
Finalizing features based on tests and value proposition canvas, figuring out priority features based impact potential, empathy mapping for user personas, figuring out final service opportunities based on research and experiments, followed by in-depth competitor analysis to figure out market gaps and product opportunities.Finally, developing an Information Architecture and user flow based on a priority MVP.
Seamless integration
with partners 🔗
One click integration with desired social media for convenience and quick profile creation of the user.
Homepage:
Industry news and Top Voices 📰🌟
The homepage features top female voices and influencers prominently to start on an empowering note. Concise, eye-catching tips focused on gaining visibility and career growth are provided. The navigation bar emphasizes the 'posting' feature at the center, ensuring it stands out as the primary action and reducing clutter on the timeline.
Write Posts: Ai integrated ✍️🤖
AI-powered help to enhance social media posts with real-time suggestions for professionalism, goal alignment, improved language, and up-to-date industry info.
Feedback for
Growth🌟 📈
Provides real-time feedback on written posts, offering insights on authenticity, engagement, industry relevance, and professionalism. Aligns content with career goals by suggesting necessary changes and improvements. Includes recommendations for industry trends, keywords, and relevant topics to enhance content quality and impact.
The service
Value generation
The fun stuff
