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Using website services to enable more women to have power over their careers and find them the right placement


Project Type: UX & Service Design

Duration:  Jan 2022 –  Present

Team: Saranya Villavankothai, Guneet Bhalla, Theo Kandiah

My role: Service Designer

Tools: Miro, Figma, Notion

The Challenge

The Approach

The Preliminary Outcome

The Final Outcome

Times Change website does not reflect the personality and the impact of who they are and the work they do.

We were two members of the team with a varied experience from UX and Service Design perspective.

A redesigned website that is user friendly from all aspects of the stakeholders.

Times Change website will bring value to the clients that are looking for a job and employers that are looking for candidates. There will be an increase in the relationships that are created between the client and the Times Change team to create an impact in every women's life.


Times Change Women's Employment Service established in Toronto, Canada in 1974 provides free employment and career counseling for unemployed women. Their services have been a lifeline for women for over 40 years. They have seen record number of women who need our support. One of the biggest needs they recognized however is that their website does not reflect who they are and the work they do isn't reflected, and is not user friendly to attract and keep potential clients. 


They want their website to reflect them and their hard work - friendly, supportive, professional, and the impact. Times Change had a requirement for a complete re-design of their website. They had some baseline research, mapped out the current sitemap, and a survey research that was provided to us.

01 Structure and Approach

Step 1: Being proactive

User Centered


As a Project Manager, at heart, I know preparation before the start of a project is key to success for any project. This was my first design project and I knew the best way to go about it was to prepare to the best of my ability and set expectations that I will make mistakes but I'll have the right structure created to track my learnings for the future. My first step was to discuss with the team about the various roles in the project. We had more of a focus on UX/UI design and we had to discuss the roles and responsibilities of each team member and the next ask was to see if there was anything I can do to prepare myself better for the project as the kickoff wasn't until weeks later. I studied materials, researched design checklists that might help me, and set up a structure for me to keep track of things in Notion.


Review Existing Documentation

There was research that Times Change team had conducted on their own such as user interviews with various stakeholders and groundwork such as user interviews, sitempa (current vs ideal) was already done for us. I knew I could use this as a baseline for our team research. The research consisted of discussion and interviews that they conducted with their clients, employees, and donors for the pain points. It was no simple task to get all the data in a digestible format but I knew that this would be useful for our research and if we have future team members that will join the project. The documentation of some parts were inaccurate and there were some discrepancies, which wasn't caught by us


Map out these into gain points and pain points. From the research, we understood the wants and needs of the clients, donors, and the various stakeholders. This led to many questions that led to a interview with the user to be able to understand the needs of Times Change with the main stakeholder of the company, Katie and their technical support employee.


Co-Creative: Collaborating on the future state

We had pitched to Times Change that we will be designing with her and her team because we needed all the expert input we could get and workshops are a great way to do this. We had to understand and conduct some desk research on the current trends in the industry. We set out to find the current trends and there's an abundance of information on the website. What are the current competitors in the field and the current site structure and navigation for the websites.


Kickoff Workshop

Times Change team had created a structure for their current sitemap and the ideal site map structure that they wanted as an idea state. Our team reviewed the structure and had a conversation with the Times Change team to understand the thought process behind the ideal site map. They had an internship that determined based on their own research and feeling what they thought was the best. Once we started to use the 5 why method of asking the reasoning, we realized we had to go back to the drawing board. We created 3 different menu options with various focus and narrowed down on the idea that there needed to be a focus on the impact. There was a comparison that was done based of the current sitemap, ideal TC proposed sitemap and the proposed sitemap based on our team's research. Once this was completed, we had more questions that was raised. We decided to hold another workshop with the client to further clarify questions for research on Times change ideal state vs the current state. From this we decided to do the customer journey and map out a Service Blueprint of the process to look at the service that's offered from a holistic perspective. We held an intensive 2 hour workshop to understand what the expectations were and which areas of the business did we need to focus on.


Current Site Analysis

We looked at the current Times Change website and the research done by the team to identify the pain points for the users. Each type of user had a different pain point and the key insights that emerged was that the site doesn't reflect Times change Mission and values. Additionally, it was a lot of information and there were too many resources that it was hard to navigate the website. A lack of stories that also created an impact on how many lives Times Change has affected.

Service Design

As a Service Designer on this project, you have to be have the ability to be able to zoom in and zoom out during the projcess. I created a Service Blueprint for us to understand the journeys of not only the client but the other stakeholders. From our workshop with Katie, we had determined the primary, secondar, and teritary users for Times Change. We then mapped out a Service Blueprint that hightlighted the sequential process that the company goes through. There were key opportunity areas that were highlighted because we were able to look at the service at a holistic perspective.

Times Change focuses mainly on providing end to end personalization for not only the client but the employer as well. They don't consider it as another job that they have to do but put in their heart to ensure that the employer and the employee have a future together.

Workshop with Stakeholders

We needed to get an understanding of the importance of certain aspects of information for the users. We created the structure of the workshop in Miro and coordinated with the users. We did have users that varied in technology expertise that started off as a rocky start for our workshop. But the team spent time together to ensure that we had a plan for the workshop. We designed the workshop to help understand how the various users look at the information on the wbesite. We used card sorting to evaluate the proposed menu structure. This will help us in our next step which is to identify a proper site map and Information Architecture.

Our Next Steps

This project is still in progress, as part of our next steps, we will be reviewing an Information Architecture to ensure that the needs and wants are addressed. Our plan is to ensure that we can do a brainstorming session to ideate on lo-fi prototypes. Test the prototypes with the users and then hold workshops to be able to facilitate the discussions and co-design the website together with the stakeholders.


This project has taught me how to combine my project management skills and Service Design thinking

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