Case study
Virtual career fairs
Revolutionising virtual career fairs to enhance connections between students and employers and create a virtual space for networking and opportunities.
Business impact
This project demonstrated the power of research-driven product strategy, enabling the business to make an informed decision before investing in a large-scale initiative.
Key outcomes
Client gained clarity on the feasibility of launching a virtual career fair platform
Strategic research findings enabled leadership to make informed investment decisions.
Project scope was reassessed, allowing the business to refine its direction before committing resources.
Client paused development but expressed high satisfaction with the insights and strategic direction provided.
Problem
In 2021, with the unforeseeable end of the pandemic, traditional in-person career fairs were no longer viable, creating a need for an innovative virtual solution that could replicate the effectiveness of face-to-face interactions between students and employers. Additionally, hiring dynamics were shifting, particularly as Gen Z job seekers began expecting more transparency, digital-first interactions, and employer authenticity in recruitment processes.
User pain points
❌ Lack of meaningful interactions in existing virtual career fair platforms.
❌ Difficulty in replicating the in-person experience in a digital environment.
❌ Mismatch between student expectations & employer engagement – Gen Z candidates seek more interactive, informal, and transparent hiring processes, while employers still relied on traditional, structured approaches.
❌ Need for a user-friendly platform accessible on both mobile and web.
Challenges
Unclear market readiness – Were students and employers ready for a fully digital career fair experience?
Scope complexity – The business initially underestimated the scale and operational requirements of running an online career fair platform.
User experience concerns – Traditional virtual career fairs often felt impersonal and lacked engaging networking opportunities.
Our goal was to design a platform that would facilitate meaningful interactions in a digital setting by recreating the in-person experience.
The project focused on a product discovery phase to assess feasibility, identify user pain points, and shape a strategic roadmap for the platform.
Role & responsibilities
Role: Led a design squad of 5, driving the research-driven product discovery process, defining UX insights and strategic recommendations.
Focus: UX Research, Journey Mapping, Ideation, UI Design, Prototyping.
Collaboration: Worked closely with client stakeholders, agency management, UX and UI teams
Key contributions
Conducted in-depth user research and journey mapping to understand user needs and pain points.
Facilitated co-creation and ideation sessions, promoting collaborative design thinking.
Managed work streams and ensured effective communication in regular stakeholder meetings.
Produced innovative wireframes and UI designs for both mobile and desktop platforms.
Developed animated prototypes to demonstrate envisioned functionalities and user experience.
Strategic approach
Research & Discovery
Executed comprehensive user research and journey mapping to gain a clear understanding of user needs and expectations.
Identified pain points in existing virtual career fair platforms to inform the design process.
UX Strategy & Design
Facilitated co-creation and ideation sessions to generate innovative ideas and solutions.
Designed intuitive wireframes and UI for both mobile and web versions, focusing on user-friendly and engaging interfaces.
Developed animated prototypes to showcase the envisioned functionalities and user experience.
Stakeholder Management & Iteration
Managed the workload of the design squad, fostering collaboration and synchronizing the output of the UX and UI teams.
Moderated regular stakeholder meetings to present research outcomes and design progress.
Incorporated feedback from stakeholders and users to refine designs and prototypes.
Results & business impact
Through comprehensive user research and strategic design exploration, we provided the client with critical insights into the feasibility and scope of launching a virtual career fair platform. Our findings revealed that the project's scale was larger than initially estimated, leading the client to recognize the need for additional internal alignment before proceeding. This realization prompted a strategic pause, allowing the client's team to reassess and refine their goals in the evolving post-pandemic landscape. The client expressed satisfaction with the depth of analysis and clarity provided, which were instrumental in informing their digital strategy moving forward.
✅ Delivered innovative designs and prototypes, setting a new standard for virtual career fairs in the EduTech sector.
✅ Supported the client's ongoing innovation efforts, positioning them as a leader in virtual career fair platforms.
✅ Enhanced user engagement and satisfaction, leading to increased participation and positive feedback.
Key learnings & reflections
Strategic UX design drives innovation – Aligning design thinking with business goals creates platforms that engage and inspire users in a digital-first world.
Co-creation and collaboration are vital – Facilitating ideation sessions and maintaining effective communication with stakeholders lead to successful outcomes.
User-centered design is key – Conducting thorough user research and journey mapping ensures the platform meets user needs and expectations.
This case study highlights my expertise in leading design teams, conducting comprehensive UX research, and delivering innovative solutions in the EduTech sector.