Adriana Tamashiro
presentation specialist, connection and strategy designer, project manager, business designer, activist, and full-time mother.
Talentos
Femininos
When we talk about Employee Experience, we can broaden the discussion of responsibilities for constructing, maintaining, and facilitating journeys beyond the organizations. Not all companies have access to already consolidated talent pools or can meet the "shortcomings" in training and preparing candidates to increase female participation in their workforce. For real inclusion to exist, solutions can be created outside of organizations, and we can act in partnership, generating a positive impact. There is a vast field to be explored and improved. Talentos Femininos was created to build bridges.
What is it?
The app is a visibility tool for professionals from the "Rede Despertar" - Women in Communication by Empatia Criativa. It facilitates the screening process and affirmative actions for organizations.
Where did it originate from? (initial problem)
It was necessary to address the overload of human customer service via WhatsApp, which involved requests for professional referrals from the network and professional registrations, by automating the process. At first, I, the main person responsible for customer service and registrations, thought it would be a chatbot, but the research brought other more relevant data that, besides the App, generated other business fronts and fields of activity.
Discovery (conducting research* for 6 months with 864 professionals + 20 hiring companies)
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Participants did not have a space within our platform to make their profiles visible, and other platforms were described as "cold" and distant from the reality of the women in our network.
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Hiring companies did not want to access another Excel spreadsheet that soon became outdated.
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The interfaces for searching were never user-friendly or easy to register or use.
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Women seeking jobs in communication had little means to pay for job search platforms, but they would pay if it were something very personalized and accessible. The average time unemployed exceeded 6 months when we started the research.
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Hiring companies see value in talent curation, but not when they need to and can screen professionals for permanent teams themselves. They do, however, hire project management with freelancers, to ensure delivery without having to coordinate entire teams of independent contractors, with no affiliation [see also the "Freelas Empatia" case].
Definition
After conducting and refining the tools used, the volunteer UX team that I coordinated during the process was able to better identify the main pain points and what "Empatia Criativa" needed to immediately focus on for the construction of an MVP that covered much of the insights. Part of the solution would be the construction of a visibility platform for professionals, with automated registrations. This platform would be made available for free to both contractors and professionals. Monetization would come from other "findings" pointed out by the research.
MVP Proposal:
Create a simple and low-cost interface to test the acceptance and organic spread of the app.
Future (monetization):
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Offer "collateral" services within the talent curation app and project management with the hiring of network professionals for companies.
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Offer a subscription plan (by packages) for receiving premium job openings (sorted by profile), mentoring, review, construction, and training for personal presentation (LinkedIn, CV, and interviews).
Development:
We developed several low-resolution prototypes (sketchframes) to consider what the ideal interface would be. I was responsible for developing the high-fidelity prototype, directly in Glide, where I could connect the data spreadsheets generated by the registration forms. This is the interface that is still being tested (MVP).
Iteration:
Phase 1: due to platform limitations, I needed to automate the registration of professionals by integrating Typeform with Glide through Integrate.io. There was a cost for both the maintenance of Glide and Typeform. We needed to launch a crowdfunding campaign to keep the app operational.
Phase 2: with updates and improvements in Glide (starting from January 2022), I added new fields to the professionals' profiles, such as the definition of availability status, which were functionalities considered during the immersion and diagnosis phase but could not be implemented in the first phase due to platform limitations. At the same time, we were able to eliminate the integration and costs with Typeform, making registration possible and simpler directly within the interface itself and not with an external form.
Volunteer UX Team:
