GA Profiles

GA Profiles

revamping general assembly's ReCRUITiNG platform


Duration:  3 weeks
Responsibility:  UX  |  Prototyping | Project Management
Teammates:  Liz Speidel

GA Profiles is a hiring platform for General Assembly's global alumni network. The goal of the project was to redesign GA Profiles to be an efficient and desirable tool for employers who want to hire GA graduates. 


What do hiring managers look for in candidates?


How can we make the hiring process more personable? The concept of our proposal was to provide a platform on which

As UX consultants, our team was tasked with identifying and addressing the pain points of the existing product, and proposing a prioritized set of features that would improve the usability and usefulness of GA Profiles. 


THE Process

GA Profiles_Process Summary.png


GA Profiles_Strategy.png

Stakeholder interviews

We began by talking to the stakeholders in various departments of General Assembly to define the scope, opportunities and goals of the project.

These stakeholders included members from Products, Business Development, and Careers Team. 



We learned from the interviews that the existing product of GA Profiles was designed primarily for the graduates. As for the employer-facing side of GA Profiles, the


Opportunity:  The GA Advantage


Typical recruiting platforms act as a middle man between the employers and the candidates. The 

General Assembly intimately knows its graduates, hence GA Profiles can match candidates to the specific needs of employers.

This allows for personal curations that highlight the unique backgrounds and personalities of candidates. 



•  Optimize a streamlined, intuitive & enjoyable experience for employers on GA Profiles.

•  Foster a direct connection between employers and graduates.

•  Increase the visibility & desirability of GA Profiles in the recruiting community.

•  Provide a way to track the data metrics available from GA Profiles, including job outcomes.

  Increase metrics of success—including # of jobs posted monthly, # of messages exchanged.

•  Building a scalable platform that will grow with General Assembly.





User Interviews– Hiring Managers & Recruiters

We also interviewed to 8 people with hiring experience, either as a hiring manager or a recruiter. Our objectives with the user interviews were to learn:

  • How users Found and evaluated desirable candidates
  • How they Differentiated between candidates with similar skills or education
  • Usability testing of current GA Profiles


•   Hiring managers want insights into the candidate's personality to evaluate whether they will be a culture fit to the company. 


Initial user research in the form of surveys from employers who have used GA Profiles validated GA Profiles as a useful tool for employers to find and hire desirable candidates.
Surveys of students validated the problem: GA Profiles is underused by employers in general and consequently not a major way students find jobs.
Additional insights include:
• Employers and students overwhelmingly use laptops/desktops to access recruiting platforms. This validates our platform choice.
• Most commonly used platform competitors include:
• LinkedIn
• AngelList
• Indeed/Indeed Prime
• Employers are interested in more efficient ways to find their desired candidates.


Competitive AnalysiS

Comparing the features of the existing GA Profiles to those of the competitors (identified during stakeholder & user interviews), it's obvious that Profiles lacks a lot of the features that it should have. 


Recruiting Platform Models

Feature Analysis of competitors


Research Summary





Introduction > Brief > interviews with stakeholders > Opportunity (insight) > Interview with hiring managers > INSIGHT > Competitive analysis > SYNTHESIS > feature prioritization > design iterations > Prototype > testing > annotated wireframes > final notes