Pixl, Flipside (2018)

  • Loretta TOSSON
The Problem
Job-hunting process in the design industry is still in the 20th century. Paul Manson from Emerging Technologies Director for Innovation Data says "The future of work will soon become "the survival of the most adaptable". 
Reed is the most significant recruiter in the UK.  They want to transform recruitment and are looking specifically for future jobs in design and technology. The brief is to explore the potential for a service which showcases a person is a talent and suitability for a design career. 


The team had five weeks for a Vision and Discovery project and a Pitch the prototype to the four top digital agencies in London. Ustwo, Made by Many, Sennepand Beyond.  

Role ​

  • I was a strategist first half and later the product manager on this project from our initial pitch through to the product delivered to the four agencies, Beyond, Made By Many, Ustwo and Sennep  This is due to the product manager left for family commitments.  
  • I stepped up as a product manager to complete the prototype for the pitch, due to the time limitation and near to the presentation, we had a lack of members in the group. 
  • I championed Pacer and lead to discovery which saw us interview and co-create with a cross-section of the organisations. 
  • I led a product team of designer, video lead and strategist through a series of design sprints where we designed and tested iteratively.  

Pacer (Prototype) process I advocated for​

  • Define & align with product vision - 

        Through Interviews & workshops with the organisation's leadership

  • Design & conduct discovery - 

           Build empathy for users through interviews & co-creation workshops.

  • Synthesise discovery findings - 

        Distill interviews, focus groups, surveys and existing research into compelling useful finding.  

  • Evaluate & recommend a technical solutions

        Investigate existing tech platforms that meet users' needs. Evaluate their performance and recommend the best solution. 

  • Depth into the quaniative research

        A board research of the job-hunting process avenues and to convince the team into third parties such as:

        Charities, Social Clubs and Start Ups. 

  • Design, build, test & rollout the product

       Through a series of design sprints oriented around value rather than deliverables. 

  • Optimism and bring the independent personalities colloborate

        Holding the team, especially under the pressure and collaborate different styles of communication together(visual and verbal) 

Our research goals were to understand:

  • Who are users are 
  • What are their current status
  • What existing tools/ platforms & systems processes they currently use
  • What are the challenges to find talent or opportunities 
  • What does Diversity means to them.
  • What criteria do they follow 
  • How important is qualifications, CV & portfolio in creative industry
  • What would make recruitment process simplified 
  • What is their ideal service platform
  • What are predictions their have for the jobscene in 2030? 
  • What are their fears about the industries future. 

Building empathy for users through discovery

In order to build empathy for our users, we conducted in-depth 1 on 1 interviews with a cross - section of the recruitment process with a total of 44 interviewees in 1 week. We ensured our participants were representative of the overall organisations, recruitment, job hunters and interviewed individuals from different backgrounds (freelancers, graduates, CEO, Co-founders, learning and development and charities). This allowed us to gain multiple perspectives on issues relating to the core competency of the organisation.  

Synthesising research findings into meaningful, actionable insights 
Our team had the most data, and when we analysed all out interview transcripts and begun coding the results into distinct themes and sub-themes,  the process I used for this was to mark all the interesting quotes and start labelling them with the topic/ theme they related. Due to the timeline, we had overall 14 different issues, and we filter down into four insights into 4 actionable and focus on one actionable. 
Co-creation with our Users
I decided to run co-creation workshops would be a valuable addition to this project because it allows getting more feedback from our users. Testing that we learnt from Made By Many prototype research workshop, using cards to mapping the user journey.  
Feedback from Four Agencies
The pitch was professional and is ready to present it to the client. The process was transparent, and our evidence is working in agile methodologies. They were impressed we spoke to almost 50 people for our quantitative research and following our actionable insights.