GA Profiles

GA Profiles

revamping general assembly's ReCRUITment platform


Duration:  3 weeks  |  Aug. 2016
Responsibility:  UX  |  Prototyping | Project Management
Teammates:  Liz Speidel

GA Profiles is a recruitment 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

The challenge of the project involved finding a balance in 2 types of spectrums. The first involved providing a balance between overwhelming amounts of information and a comprehensive overview of the candidates. The second involved the level of insight between the candidate's personality versus professional experience. 


THE Process

GA Profiles_Process Summary.png



GA Profiles_Strategy.png

Stakeholder interviews

We began by talking to the stakeholders of GA Profiles in various departments of General Assembly to define the project's  scope and goals.  These stakeholders included members from Products, Business Development, and Career Outcomes Team. 


Project Scope

Currently, GA Profiles could be described as a Minimum Viable Product. Its development had focused primarily on the use  by the graduates, so it severely lacked features for the employer-facing side.

The scope of our brief focused round how employers would interact with GA Profiles – more specifically,  how hiring managers and recruiters would find, contact, and track candidates.


Stakeholder Goals

• 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 number of jobs posted monthly, number of messages exchanged

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




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
  • The Usability of existing 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. 


Major Recruiting Platforms are great at communicating an overview of their services and the value of their products. 


Minor Recruiting Platforms highlight their ability to create personalized curations of candidates and their exclusivity rates.


Bootcamps focus on the quality of their schools to demonstrate the quality of their candidates.


Recruiting Platform Models


Feature Analysis of competitors


Research Summary




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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