NEST | Professional upskilling reimagined
Generative Research | Product Strategy | UX Design | Concept Testing
NEST is a social networking mobile application developed to bridge the widening divide between multi-generational professionals in the US.
How? By allowing users to appreciate 360 degree perspectives for interpersonal success without fear of repercussions through anonymous and timely feedback. This is done by matching the user with the best situated respondant based on the information provided in the query through AI-enabled filtering.
How? By allowing users to appreciate 360 degree perspectives for interpersonal success without fear of repercussions through anonymous and timely feedback. This is done by matching the user with the best situated respondant based on the information provided in the query through AI-enabled filtering.
MY CONTRIBUTION
Co-led market research, analysis & insights translation. Conducted user interviews with 3 participants. Devised user stories. Ideated and defined design criteria, design principles and features (Anonymity, community and real-time feedback). Conducted concept testing with 3 participants. Designed the visual language, brand identity and UI for NEST app.
TEAM
Part 1: Research, Innovation design & product strategy - Sneha Shetty, Herk Zhao, Nicole Kleinsteuber, Tanushree Kor,
Part 2: UX Design-Self-initiated
Co-led market research, analysis & insights translation. Conducted user interviews with 3 participants. Devised user stories. Ideated and defined design criteria, design principles and features (Anonymity, community and real-time feedback). Conducted concept testing with 3 participants. Designed the visual language, brand identity and UI for NEST app.
TEAM
Part 1: Research, Innovation design & product strategy - Sneha Shetty, Herk Zhao, Nicole Kleinsteuber, Tanushree Kor,
Part 2: UX Design-Self-initiated
TIMELINE
10 weeks (April-June 2023)
METHODOLOGY
In-depth Interviews, Survey Analysis, Competitive Analysis, Concept Testing, User Scenarios, Affinity Mapping, Empathy Mapping, Value mapping
RESEARCH TYPE
Market Research, Generative and Evaluative Research (Behavioral + Attitudinal)
10 weeks (April-June 2023)
METHODOLOGY
In-depth Interviews, Survey Analysis, Competitive Analysis, Concept Testing, User Scenarios, Affinity Mapping, Empathy Mapping, Value mapping
RESEARCH TYPE
Market Research, Generative and Evaluative Research (Behavioral + Attitudinal)
THE OVERARCHING GOAL
To build an innovative social networking service that satisfies distinct user needs and fills a gap in the market.THE RESEARCH PROCESS
Market ResearchWe began our research by conducting market research. We analysed global and social trends and scanned for opportunity areas and validate market potential through secondary academic articles and business reports.
User Research
Survey to narrow the scope and validate needs
Statistics: 72 early career professionals
81 mid-career professionals
In depth, semi-structured interviews to understand behaviours, goals, user pain points, needs and motivations of multi-generational professionals.
Statistics: 12 in depth interviews
7 early-career professionals
5 mid-career professionals
MARKET RESEARCH GOALS AND QUESTIONS
Understanding the Social Networking Service ecosystemWhat is a Social Networking Service? How is it defined?
How did SNS evolve through the years?
What are it’s contextual use cases? What is the current market landscape of Social Networking Services?
Understanding global macro and micro trends across industries
We analysed trends in the economic, socio-political and technological space. We further broke down trends based on market segments and conducted a comparitve analysis of each segment based on market size and CAGR (Compound Annual Growth Rate). Understand the strenghts and weaknesses of each market segment.
THE UPSKILLING SEGMENT
We ultimately found the most urgent opportunity with the greatest adoption/growth potential was within upskilling/reskilling.THE MARKET OPPORTUNITY
Why upskilling?
To further validate the problem and opportunity space, we conducted trend and market analysis. We ultimately found that the most urgent opportunity with the greatest adoption/growth potential was within upskilling/reskilling.
$345B+
WW58%
Workforce comprised of Gen Z and Milennials by 203020%
CAGR260M
Workers need reskilling annually (WW)THE PROBLEM
“The 37-year-olds are afraid of the 23-year-olds who work for them”
-THE NEW YORK TIMES
There is a widening divide between multi-generational professionals.
Our initial market research uncovered that young people are entering workforce with unprecedented power and challenging norms as employees and customers. This is creating a widening divide with the very people who can help them develop. On the other hand, mid career professionals are in a constant state of fear and stand to lose a lot.
Early-career professionals are increasingly missing out on workplace tacit learning in the form of soft skills due to changing attitudes in the work place.
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Our initial market research uncovered that young people are entering workforce with unprecedented power and challenging norms as employees and customers. This is creating a widening divide with the very people who can help them develop. On the other hand, mid career professionals are in a constant state of fear and stand to lose a lot.
Early-career professionals are increasingly missing out on workplace tacit learning in the form of soft skills due to changing attitudes in the work place.
WHY DOES THIS MATTER?
By 2030, Gen Z will become the largest segment in the workplace. Together with Millennials, these early and mid-career professionals will comprise the majority of the workforce. 
USER RESEARCH GOALS AND QUESTIONS
Upskilling motivations, needs and behaviorsWhat areas of do user feel the need to upskill in?
What are the differences in the motivations of early career professionals and mid career professionals in terms of professional upskilling?
How do users currently go about upskilling themselves? What are the resources they use and why do they use it?
What problems do users face when trying to upskill themselves?
SURVEY INSIGHTS
The survey results indicated that both early and mid-career professionals seek to grow their soft skills and see value in exchanging knowledge and information informally.
The survey results indicated that both early and mid-career professionals seek to grow their soft skills and see value in exchanging knowledge and information informally.
Early career professionals![]()
Mid career professionals![]()
USER INTERVIEW INSIGHTS
Self learning is time consumingUsers are eager to skill-up, but managing time is the biggest challenge for both MCP’s and ECP’s. Existing market offerings for upskilling typically involve one-way learning services delivered through time-consuming course formats.
Lack of personalized guidance hinders skills growthECPs lack clear direction on career growth and upskilling and lack personalized guidance. They find it difficult to keep up with changing job requirements and are anxious about an unpredictable job market.
Users grapple with workplace communication anxietyMCP’s grapple with workplace communication anxiety and find self-learning to be time-consuming. They fear saying the wrong thing at work and find new technology difficult to catch upto.
Self learning is time consuming
How can we enable efficient mutual soft skills development for multi-generational professionals?
Lack of personalized guidance hinders skills growth
How might we provide contextualized and personalized soft skills development?
Users grapple with workplace communication anxiety
How can we create a safe space for timely feedback?
MAPPING PAINS, GAINS & JOBS TO DEVELOP VALUE PROPOSITION
We used the value proposition canvas to map pains, gains and jobs for each of our user groups. This further led us to creating detailed user stories helping us understand use cases for a potential social networking service in the upskilling segment.
We used the value proposition canvas to map pains, gains and jobs for each of our user groups. This further led us to creating detailed user stories helping us understand use cases for a potential social networking service in the upskilling segment.
ANALYZING COMPETITORS
The upskilling market is saturated with B2B solutions focused on hard skills development delivered via a one-directional format.
Through a Blue Ocean Strategy, our competitive analysis revealed the need to eliminate the hard skills focus and enterprise centered solutions, reduce the price, the structured content format and time commitment required for upskilling and create a space for personalized learning through an anonymous, safe and an authentic environment ensured by incorporating best practices from existing anonymous professional social networks.
Competitors : Culture Amp, Linkedin Learning, NovoEd, Crucial Learning
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The upskilling market is saturated with B2B solutions focused on hard skills development delivered via a one-directional format.
Through a Blue Ocean Strategy, our competitive analysis revealed the need to eliminate the hard skills focus and enterprise centered solutions, reduce the price, the structured content format and time commitment required for upskilling and create a space for personalized learning through an anonymous, safe and an authentic environment ensured by incorporating best practices from existing anonymous professional social networks.
Competitors : Culture Amp, Linkedin Learning, NovoEd, Crucial Learning
VALUE PROPOSITION
We developed our core values after utilizing the value proposition canvas and analysing competitors through the blue ocean strategy.
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FIGURING OUT USE CASES THROUGH USER STORIES
In order to ideate on features and build the app, we utilized insights from interviews to create user scenarios.
In order to ideate on features and build the app, we utilized insights from interviews to create user scenarios.
Early Career Professional
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Mid-Career Professional
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RAPID IDEATION
Equipped with a direction to start ideation on features after creating user stories, I developed the design criteria through a framework to envision and define the value our users would receive after using our service. Using this as our north star, our group brainstormed ideas using techniques like crazy 8 to come up with ideas. We prioritized our ideas based on their alignment with our core values.
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Equipped with a direction to start ideation on features after creating user stories, I developed the design criteria through a framework to envision and define the value our users would receive after using our service. Using this as our north star, our group brainstormed ideas using techniques like crazy 8 to come up with ideas. We prioritized our ideas based on their alignment with our core values.
THE SOLUTION
NEST (Network Empowering Skills Together) is a social networking service designed to enable mutual soft-skills development for multi-generational professionals. It helps early career and mid career professionals to elevate their soft skills through personalized and contexualized guidance.
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NEST (Network Empowering Skills Together) is a social networking service designed to enable mutual soft-skills development for multi-generational professionals. It helps early career and mid career professionals to elevate their soft skills through personalized and contexualized guidance.
USER FEEDBACK & USABILITY TESTING
Considering timeframes and access to users, we decided to conduct a moderated remote & in-person usabality testing with a low fidelity prototype on 16 participants (8 ECPs and 7 MCPs)
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REFINEMENT
Refining the user experience
The usability issues and user feedback pointed towards concerns in 3 key areas: Credibility, quality and overwhelming onboarding process.
We observed best practices from other social networks that operate on the trust and credibility of its users and incorporated similar practices into our service.
Onboarding: Not wanting to deter users from using the service before they could test it out, we added a skip option during the onboarding stage so they can access the content on the platform before signing up.
Credibility & quality: To ensure the credibility of the user base, we incorporated mandatory work email based verification system used by Blind. Additionally, rating systems and information about work experience helps ensure the quality of responses.
Refining the user experience
The usability issues and user feedback pointed towards concerns in 3 key areas: Credibility, quality and overwhelming onboarding process.
We observed best practices from other social networks that operate on the trust and credibility of its users and incorporated similar practices into our service.
Onboarding: Not wanting to deter users from using the service before they could test it out, we added a skip option during the onboarding stage so they can access the content on the platform before signing up.
Credibility & quality: To ensure the credibility of the user base, we incorporated mandatory work email based verification system used by Blind. Additionally, rating systems and information about work experience helps ensure the quality of responses.
The Business Model![]()
What’s next?
My next steps for this project would involve a heavier focus on developing the mobile application and desktop platform experience. This would include the development of a design system, brand book and guideline, UX research and design to build an impactful user experience.
Reflections
Embrace redirection:
The decision making process of choosing a saturated market segment vs an untapped sector was challenging. Later, scanning for unmet needs within a saturated market space and developing a radical innovation concept in that space was challenging as well. Continuously iterating and redirecting research is crucial, adjusting course as needed for the project without being afraid to change directions when necessary.
Systemic design thinking This project taught me to view innovative product development through a strategic, the birds eye perspective. I learnt the varied influences of macro level players and a multitude of factors that impact different aspects of a business.
Embrace redirection:
The decision making process of choosing a saturated market segment vs an untapped sector was challenging. Later, scanning for unmet needs within a saturated market space and developing a radical innovation concept in that space was challenging as well. Continuously iterating and redirecting research is crucial, adjusting course as needed for the project without being afraid to change directions when necessary.
Systemic design thinking This project taught me to view innovative product development through a strategic, the birds eye perspective. I learnt the varied influences of macro level players and a multitude of factors that impact different aspects of a business.