The challenge

Offered was an early-stage start-up that believed that they could leverage AI to help job seekers customise their resume and cover letters to apply to positions more efficienctly and have a more tailored package. After talking to job seekers, we noticed that there was a need for them to not only improve the artefacts they use to apply to jobs, but also their soft-skills. With the product team, we needed to quickly pivot the product from a job site to a online career coaching service, so we could test this new product market fit.

The outcome

To achieve this pivot, we needed to focus on two areas: the product updates, and the new branding and marketing materials. With these updates, we were able to facilitate the two-way interactions between job seekers and career coaches, and update the brand and storytelling for our product.

The coaching platform

In order to make a new career coaching platform, we had to develop both the job seeker experience and the coach experience.

The coach experience helped coaches manage their job seekers through several phases of their journeys: intro call, onboarding, coaching calls, and applying for roles. The coaches played a role in the sales of the product to the job seekers, by firstly having an onboarding call, followed up by sending them jobs that fit their profile. 

Once a job seeker became a customer, they received access to their platform, where they could approve jobs they want to apply for jobs, set up sessions with their career coach, and access coaching content.

The rebrand

With the pivot, we wanted to update the branding of the product to match the value we delivered the end user. We wanted to highlight the techy core of the product, whilst keeping a human touch to represent the balance between our AI tools and personal career coaching.

The approach

Since these updates were based in a new product market fit that we wanted to test, speed was an imortant factor. To kick off the process, I ran a workshop with the whole team to map the job seeker and coach journeys and we ideated the techinical processes we need at each phase. Once after this session, I started designing the flows using the Tailwind library, which I later updated with our branding, to ensure we could move as fast as possible.

Whilst the engineers were working on implementing the product, I worked on the branding update through sketching a couple of key website screens. Once the team was aligned with the direction, I worked closely with an engineer to design the final website pages, with animations and transitions.

The team

Justin Beriot - Product and engineering
Dieter Mesmaeker - Software engineer and CTO
David Fournier - Software engineer
Weston Stearns - CEO

© Chris Arteaga 2025