Customer journey mapping workshop

In a service focused on the creation of CVs and cover letters, addressing only this specific phase of the job search process limits the potential for growth and impact. This research aims to cover and understand the holistic experience of the job seeker, from the moment the need for a job change arises until the person lands a new position, and identify direct friction points with the different phases.

🚫 Due to data policy with the company, detailed information on some specifications, processes or designs is not provided.

TL;DR

• Comprehensive exploration of the entire job seeker journey, beyond just CV creation, to identify pain points and opportunities for product expansion.
• We mapped five key phases: Exploration & Research, Preparation & Application, Selection & Interviews, Offer & Decision, and Pre-onboarding & Onboarding.
• Cross-functional teams generated innovative solution concepts for each unaddressed phase, with the AI interview assistant and onboarding calendar receiving the most votes.

Summary

Opportunity

In a service focused on the creation of CVs and cover letters, addressing only this specific phase of the job search process limits the potential for growth and impact.

Key user data 2025

Cohorts

Age	% Users
18-24	33%
25-34	26%
45-54	13%
55-64	14%
+65	6%

Professions

We know that users have little or no previous experience, and generally linked to basic jobs:

User personas

The user personas used are those of Laura Perez and Carlos Rodriguez. Both are people actively looking for a job based on the quantitative and qualitative information we have about our users.

Objectives

Find an entry-level position that allows you to learn and grow.

Apply theoretical knowledge from college.

Achieve financial independence.

Needs

Seeks clear guidelines, step-by-step coaching to guide you through unfamiliar processes.

Appreciates tools that explain the “how to” step-by-step, with examples or templates.

Frustrations

Lack of real work experience requested for junior positions.

Process of creating a CV and cover letter that stand out without much experience.

Uncertainty about what to expect in interviews.

High competition with other graduates.

Silence or lack of feedback after submitting applications.

Technology Comfort Level

Very high. Digital native.

Software Proficiency

Salesforce, Google Suite, Trello, Linkedin, Google, Tiktok.

Objectives

• Take the next professional step and assume more responsibilities in your area.
• Position yourself as a reliable junior profile, with growth potential.
• Develop a clear, professional and competitive CV, even with limited experience.
• Join a company with a good organizational culture, stability and learning opportunities.

Needs

• Recommendations to communicate operational tasks as concrete achievements.
• Examples of well-constructed mid profiles for inspiration.
• Guidance to narrate his motivation and approach to continuous learning.

Frustrations

• Difficult to highlight his profile among candidates with longer track records.
• Some platforms do not accommodate profiles in transition or growth.
• Feeling that his CV does not reflect all that he can bring to the table.

Technological Comfort Level

High. Has worked in digital environments and with collaborative tools, but is still learning.

Software Proficiency

Google Suite, Zoom, Excel, Jira, Slack, Word, Linkedin, Glassdoor.

User journey mapping

The user’s goal is the incorporation to a new job, going through 5 different phases (not counting the trigger). There are phases that we address (✔️) with a current product, and unaddressed phases (❌), where we will focus the efforts of the workshop. For each unaddressed phase, we propose a HMW that will help us to generate proposed solutions for the different pain points that we know users go through:

*In the exploration and research phase we only address the US Market, with an MVP product.

Workshop agenda

The team will work on 4 user joruney phases, and for every phase there is a different workshop dynamic. The main objective is to avoid repetitiveness, stimulate critical thinking and have fun.

Exploration and research

Active phase of researching roles, companies, sectors, required skills and market conditions.

Pain points

Laura	Carlos
Feeling overwhelmed by the amount of information and offers. Difficulty in filtering roles that really fit a recent graduate.	Feeling that your network is not as active as you thought. Difficulty finding roles that really value your level of experience. Salary valuation

Dynamics

The exercise consisted of posing a “reverse” HMW of the one posed, to generate negative proposals and subsequently turn them into positive ones:

😇¿How could we help candidates navigate the job market with confidence and discover relevant opportunities beyond traditional job portals?

We turned it into:

👿¿How could we ensure that candidates feel completely lost and anxious by hiding all relevant opportunities and only saturating them with irrelevant or fraudulent job postings?

Proposals

Preparation and application

Creation and adaptation of application materials and submission of applications.

This phase is one that we already address with our CV product, for the time being we do not work on it.

Screening and interviewing

Initial screening process, interviews (telephone, virtual, face-to-face), technical and/or psychometric tests.

Pain points

Laura	Carlos
Facing the approach to recruiters. Uncertainty about how to approach interviews and what they expect from her. Lack of feedback.	Long, different and demanding selection processes. Competing with candidates with more experience and different skill sets.

Dynamics

In this case, we used a Crazy 8 for rapid generation of proposals to solve the following HMW:

❓How could we help candidates prepare for different types of interviews and technical tests efficiently and without feeling overwhelmed?

Proposals

Top Voted Ideas	Votes
AI interview assistant	🔴🔴🔴🔴
Achievement-based gamification system	🔴🔴🔴
Documentation to accompany in the interview phase (articles, blog, etc).	🔴
Community to share insights, tips, etc.	🔴
Wiki/dictionary of job interviews for consultation.	🔴
Job immersion experience	🔴
YouTube channel with good and bad interviews to analyze reactions and conversations.	🔴

Offer and decision

Receipt of one or more job offers, evaluation, negotiation and final decision making.

Pain points

Laura	Carlos
Difficulty evaluating the offer if it is the first one. Not knowing if you can or should negotiate something.	Salary negotiation. Making sure the role meets your development expectations.

Dynamics

In this case, we will work on the S.C.A.M.P.E.R. dynamic (Substitute, Combine, Adapt, Modify, Put to other uses, Eliminate and Reorganize).

We made 2 teams of 5 people, and each team generates a proposal that is then expanded by the opposite team. The question is:

❓How could we help candidates evaluate whether a job offer really aligns with their long-term career development goals?

Proposals

Pre-engagement and onboarding

Period between acceptance of the offer and the first weeks in the new position. Paperwork, preparation and initial adaptation.

Pain points

Laura	Carlos
Anxiety about the unknown of the new work environment.	Pressure to demonstrate results quickly in a new position of responsibility.

Dynamics

For the last phase of the process, the participants will search in teams for references and inspiration to come up with a proposed solution to the following question:

❓How could we facilitate a successful transition to the new role, helping the employee to manage expectations and demonstrate value in a sustainable way during the first 90 days?

Proposals

Next steps

In parallel, a primary research plan is being carried out to:

• Identify which problems are most urgent for the users, we will conduct user surveys in different parts of the flow, in order to prioritize the proposals.
• Conduct interviews and test sessions of the different functionalities, deepen the different phases of the user journey and make adjustments to the defined user personas.
• Work on the communication plan of the new value propositions to users.