include.io/SquadJobs

I led the design of include.io a SaaS B2B and B2C product from zero to one. I played a crucial role in designing the platform's MVP, starting from the research phase where we identified pain points and opportunities, all the way to shipping the beta product. Additionally, I was involved in developing design systems, setting up brand guidelines, and crafting go-to-market campaigns that aligned with the overall mission of creating a safe space for diverse perspectives within the tech world.

Role: Lead Designer
Duration: April 2020 - Oct 2020
Industry:
Staffing and Recruiting

Context

include.io/SquadJobs connects badass techies to direct referrals at inclusive companies. The product is a job board that matches diverse talent to companies based on skills, experience and values.

The Challenge

How could companies enhance their diversity hiring and retention efforts while ensuring a robust mechanism for holding themselves accountable?

include.io operates on the principle of self-identification, fostering strong professional connections by aligning skills with specific needs. It serves as a platform for both Techies and Companies, enabling them to discover unexpected and innovative ways to form valuable bonds. Through this approach, we ensured that the match between skills and requirements are optimized, allowing both Techies and Companies to leverage their unique competencies for mutual benefit.

include.io landing hero

The Approach

Understanding potential users. Techies, Scouts and Companies

Inclusive companies have proven to be more successful, underscoring the significance of diversity as a valuable professional skill. As such, organizations should actively and purposefully seek diversity through well-structured programs. When diverse teams come together, they foster an environment where innovation thrives. This innovative spirit, especially in technology development, has the power to shape a fairer, more thoughtful, and accessible world for everyone. Embracing diversity as a skill and promoting inclusivity across all levels can lead us towards a brighter and more equitable future. We identified three types of users:

  • Scouts: The people looking for Techies.
  • Techies: The people looking for jobs.
  • Companies: The organization scouts work for.

Scout Empathy map

Scout Persona

Techie Empathy map

Techie Persona

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Inclusive companies are more successful

Inclusive companies are more successful. The combination of employee engagement and gender diversity resulted in 46% to 58% higher financial performance. Focusing on both together increased the financial performance of a group more than just increasing gender diversity or employee engagement alone. (Gallup)

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Diversity is a professional skill

Companies with the highest representation of women on their top management teams experienced better Return on Equity (+35%)and Total Return to Shareholders (+34%). (Catalyst)

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As a skill, diversity should be sought specifically and programmatically

67% of job seekers said that a diverse workforce is an important factor when evaluating companies and job offers. Candidates are evaluating diversity when they research your company and during the interview process. (Glassdoor)

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When diverse teams converge innovation flourishes

Companies with above-average total diversity had both 19% points higher innovation revenues and 9% points higher EBIT margins, on average. (Harvard Business Review)

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Innovative technology development by diverse teams can create a more just, thoughtful, and accessible world

Diversity can increase friction but enriching your employee pool with representatives of different genders, races, and nationalities is key for boosting your company’s joint intellectual potential. (Harvard Business Review)

Candidate chart

Goal

Foster a more diverse and inclusive workforce in the technology sector.

Success Metrics

1

Find the best talent

A job board that matches diverse talent to companies based on skills, experience and values.

2

Help job seekers

Introduce job seekers to professional networks. Offer guidance on building and maintaining professional relationships, both online and in person.

3

Increase visibility and reach

Allow contact with highly qualified Women, POC, Disabled, and Queer and Trans technology workers.

4

Reduce friction points

Break through the hiring noise when hiring or looking for a new role.

Design

Building an identity: Defining branding, visual and system design

By conducting a thorough exploration of color, layout, and typography, and engaging with stakeholders and the product owner, I successfully established a versatile visual identity for both the product and brand. This cohesive identity is now being employed across various media and marketing endeavors. The final outcome is characterized by consistent design, layout, workflow, typography, and iconography, all meticulously aligned with the product's design principles and information architecture.

Additionally, to reinforce our commitment to diversity and inclusion, we incorporated illustrations from the Open Peeps library, ensuring that our visual representation resonates with and embraces our target demographics.

Design Principles: include.io is Intersectional, Supportive, and Confident; include.io embrace the complexity inherent to the human experience:

  • Hiring for diversity creates an undeniable competitive advantage.
  • Inclusive culture is a prerequisite for innovation.
  • Creating diverse environments is not a zero sum game.

Intersectional

The goal is to unite design elements, streamline workflows, and encourage collaboration to achieve consistency, efficiency, and innovation across all products and platforms.

Confident

Every aspect of the design, from visual elements to user experience, reflects a strong, unwavering vision. A design language that resonates with users and stakeholders alike

Supportive

Content and features align with user interests, making the interface more meaningful. This focus not only boosts interaction but also deepens the user-brand connection. Every touchpoint is purposeful and valuable.

Design System fundation examples

Prototyping

Low and high-fidelity prototyping

Having collected and analyzed all the design research data, we proceeded to develop a low-fidelity prototype for the MVP web-based product's landing page, adhering to the initial style. Working closely with stakeholders and the product owner, we identified and incorporated essential self-service features, including job search with specific criteria, featured jobs, job application tracking for Techies, candidate tracking for Scouts, company information, and more. This collaborative effort enabled our team to create an initial design system featuring scalable modular components and patterns throughout the entire application.

MVP Landing page and product access point

Platform Login & Signup (Desktop)

Scouts Platform
Some of these features are: Self Service Onboarding, Candidate tracking system, Job posting management system (Post, draft and archive), Company profile (Company values, tech stack, diversity & inclusion info, culture), Scout profile, Q&A system, and more.

Scouts - SelfService signup (Desktop)

Scouts - Company profile (Desktop)

Techies Platform
Some of these features are: Self Service Onboarding, Job tracking system (favorite, apply, accept, deny and withdraw), Profile management (Open/not open to work), and more.

Techies - Self Service signup (Mobile)

Techies - Job board (Desktop)

Marketing

Designing for Marketing and Social media

As an in-house designer, I play a crucial role in promoting diversity and inclusion in the tech industry through our social media posts and collaterals. By adhering to the design guidelines of our product and brand, I crafted ideas that resonate with our target audience and deliver valuable information to them, all while reinforcing our brand identity. It's a rewarding experience to contribute to such an important cause and help make a positive impact in the tech community!

Takeaway

Contributing Towards a Brighter Tech World

Working at include.io now Squad Jobs, was more than just a job for me. I was part of a dynamic community of talented individuals dedicated to making a difference. I found a vibrant and inclusive culture where collaboration was encouraged, creativity was celebrated, and innovation thrived. At SquadJobs, I found a place where every day brought new challenges, opportunities, and a chance to make a real impact.