Hollie Ngo
Project

Bukalapak

Year: 2021
Role: Lead Product Designer
Client: Bukalapak

OVERVIEW

Bukalapak is a self-education accreditation platform that helps people advance their career, by providing goals driven guidance, tracking all learning and providing credibility when applying for a job or promotion.

This was a personal project that I did outside of university and work hours, where I spent a large amount of my spare time and weekends working closely with the founder and a small team of engineers to build the vision.


Understanding the problem

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Defining the problem statement

After gathering the findings from the research, I worked with the team to define the problem statement.
Problem statement:
Career-oriented professionals are frustrated with getting ahead of their career because they have little visibility over the skills that they lack, what they need to do to get there and how well they are tracking towards their goal.

The product vision

As a product, we wanted to position ourselves as the leading career management platform with 3 key focus areas:
Career goal management. We want to help individuals achieve their potential of fulfilling their career goal by providing them with the ability to track their learning and development over time.
  • Career development advice. We want to provide individuals with advice on what they need to do in order to achieve their goal in the form of learning recommendations such as courses, books, events, podcasts, blogs, internships etc.

  • Career experience validation. We want to be the leading provider of accreditation for all forms of learning and ultimately replace the traditional one-page resume that fails to showcase the depth of skills, potential and ambitions of the individual.

In addition to being a Product designer, I was also responsible for the marketing side where I created pitch decks and videos to illustrate the concept of our product and the value that it provides to our users. I created the designs, put together the prototypes, the script, recorded and edited the videos to demonstrate our product vision to investors and target users at pitch events and at investor meetings.

Defining the MVP

I conducted workshops and sketching sessions with the team to map out the user flow and come up with a storyboard to capture the MVP.

We identified the following key features:
Goal definition. Allow users to set a career goal and specify the level that they want to get to in that profession.

  • List of recommendations. Receive a plan of courses, events, blogs, podcasts etc. that you can do to work towards addressing any skill gaps in your knowledge.

  • Connecting with providers. Curate or import a list of your activity history from existing providers such as Codecademy, Coursera, Khanacademy, Github, Stack Overflow etc. This allows your activities to be synchronised automatically, reducing the need to remember tracking everything that you've done.

  • Tracking of development. View your progress over time to see how you are tracking towards your goal.

Designs

User testing was an iterative process that was conducted at every milestone of the project to identify the biggest pain points in the current version. Once feedback was gathered, I would revisit the prototypes and test again.

For the brand, I wanted to create a refreshing, minimalist and clean UI that conveyed trustworthiness and progression for future-oriented individuals.

Results and takeaways

User testing was an iterative process that was conducted at every milestone of the project to identify the biggest pain points in the current version. Once feedback was gathered, I would revisit the prototypes and test again.

For the brand, I wanted to create a refreshing, minimalist and clean UI that conveyed trustworthiness and progression for future-oriented individuals.