Additionally, I conducted a Survey with potential users via Google Forms to better understand their needs, expectations, preferred communication formats, and attitudes toward using AI on the platform.
Key Insights from User Research
Users struggle to find suitable coaching offers due to language and cultural barriers.
Most participants have no prior coaching experience, but show high interest.
Users are willing to use coaching services if the offer matches their needs.
Expectations from coaching: a clear, structured plan and personalized feedback.
Preferred communication: online and flexible.
AI is seen as helpful for finding a suitable coach and for automatic session summaries.
When choosing a coach, users value professional qualifications, experience, cultural understanding, and reviews.
Kamal
Sometimes I don’t have time for long coaching sessions. Short, concrete tips in between would be perfect.
Sara
Career coaching should be on equal terms – I’m looking for someone who understands my situation
Olena
I need a clear, structured plan from my coach that shows me how to develop my career
Anna
I’ve already worked with a coach
and found it helped me develop my career
Eugen
I find it very helpful if AI could create a summary after the session, as I don’t like taking notes during the session
Kamal
A clear and intuitive user interface is very important so that I can quickly and easily find the right coach.
UpKarriere is an AI-driven platform that connects migrants in Germany with career coaches, helping them find the right match and advance their professional development.
Web responsive app
2025
My role: UX/UI Designer
AI-powered job-coaching platform
Find a personalized coach easily
AI-powered career assistant evaluates user’s career goals, background, and needs to recommend coaches that fit their specific career nuances.
Solution
Create a user-friendly platform that allows users to:
Book a free introductory session – users can have a first Introductory call to understand if the coach is a good fit.
Develop a structured career plan – coach and user create a step-by-step plan with milestones and goals, visualized on a personal dashboard for progress tracking.
Quick CV / document review – users can upload CVs or other documents for fast, affordable feedback from their coach without scheduling a full session.
/04 Define
Based on the results of my surveys and the key insights derived from them, I developed 2 core user personas representing the target audience.
User Persona
Better recognize and use her strengths
Gain clarity about her career prospects in Germany
Find a coach who is a good fit personally and professionally
Be able to communicate efficiently
Goals
Anna
Age
Location
Profession
35
Berlin, Germany
Teacher
Behaviors
Looks online for career opportunities
Has a little time and prefers clear structure and simple navigation
Takes notes during sessions to avoid forgetting things
Curious but cautious about AI
Complex and confusing platforms
Doubts about the reliability and transparency of AI-powered features
Uncertainty whether the chosen coach is truly a good fit
Worries that booking appointments might be cumbersome or time-consuming
Pain Points
User Persona
Find a suitable career coach who understands his technical and cultural challenges
Gain confidence in navigating German application processes and workplace culture
Develop in his career with a clear, structured plan for achieving it
Goals
Kamal
Age
Location
Profession
30
Munich, Germany
Software Developer
Behaviors
Regularly uses platforms like LinkedIn, GitHub, Stack Overflow
Open to new technologies but expects professional quality
Prefers structured tools, avoids unnecessary features
Would use coaching tools on both laptop and mobile
Lack of trust in coaches with unclear qualifications or style
Language barriers or cultural misunderstandings in the coaching process
Doubts whether a coach truly understands him, especially on technical topics
Complicated platforms with too many steps for booking or communication
Pain Points
Mid-Fidelity Wireframes
Search for a coach and the booking process
CV Review via Chat
/06 Usability Test
I conducted a usability test with 5 people from my target group.
As a result of this test, I was able to identify five key problems in my prototype.
Problem 1
During onboarding, 3 participants felt overwhelmed by the number of pages and were confused by the start page defaulting to English.
Solution
I removed the unnecessary onboarding step, added a language selection option directly on the start page to give users immediate control, and consolidated the explanation of the core features into a single, concise page.
Problem 2
4 participants expressed a desire to see both new messages and their booked appointments directly on the start page.
Solution
I consider this feedback to be valid, and I addressed it by adding a notification card to the home screen. This card allows users to see their booked sessions as well as notifications from their coach at a glance.
Problem 3
All participants found the flow after clicking on “CV Check” unclear. They didn’t understand why a login was required immediately, why payment was needed upfront, and exactly which services were included.
Solution
To improve clarity, I created a dedicated page that appears after clicking “CV Check,” providing a clear explanation of the service, including its steps, duration, and cost, to reduce user frustration.
Problem 4
Confusion regarding the coach’s structured plan: the bottom-to-top order was not clear, and a top-to-bottom layout would be more intuitive.
Solution
I have numbered the steps from 1 to the last and adjusted the order to a top-to-bottom layout, as requested by the users.
/07 Final Design
Based on all research insights, user testing, and iterations, the final design was created.
Onboarding
Impact:
Reduced cognitive load by removing unnecessary steps and giving users immediate control over language selection, resulting in a clearer and calmer first experience.
Around 80% of test participants reported that the onboarding felt clearer and easier to understand compared to the previous version.
Home screen & Coach discovery
Impact:
The home screen highlights the platform’s core features at a glance, giving users immediate orientation and a clear starting point.
Coach discovery is supported by smart filters and an integrated career assistant that helps users identify coaches tailored to their individual goals and needs. This guided approach simplifies decision-making, reduces overwhelm, and increases confidence in choosing the right coach.
70% of users reported increased confidence in choosing the right coach.
Impact:
The step-by-step coaching plan turns long-term goals into clear, manageable actions by visualizing progress and defining next steps.
In usability testing, 95% of users said the plan made their goals feel more achievable and motivating.
/01 Problem Statement
Target group of platform are migrants in Germany who want to grow professionally but struggle to find career coaching that understands their specific challenges, including cultural context. They also face a lack of flexible, accessible, and affordable coaching options. Many users lack a clear, structured plan for their career growth.
Solution
Solution
Interview questions
Have you had any experience with coaching, mentoring, or career advice (online or offline)?
What would you expect from a good coach or helpful platform?
How important is flexibility (time, location, online/offline) for you?
How do you feel about using AI in career coaching?
What additional resources (tips, articles, templates) would support your career growth?
/03 User Research
I interviewed 5 potential users with a migration background to understand their professional needs, expectations, and challenges. I explored their coaching experiences, attitudes toward AI support, preferred communication formats, and factors that would encourage regular use of the platform.
Quotes from user interviews:
/05 Ideate
Based on the insights from the previous research, I identified the most important features users are looking for.
To address these needs, I created 3 user flows focusing on the key user goals.
/08 Reflection & Lessons Learned
Based on all research insights, user testing, and iterations, the final design was created.
What went well:
Research insights: User interviews showed that the main challenge was uncertainty about choosing the right coach. Language and cultural differences often increased this doubt. This insight shaped the product’s focus on guided coach selection, supported by AI and multi-language features.
Validation through testing: Usability testing showed that the onboarding flow felt too long and overwhelming. Based on this feedback, I reduced unnecessary steps and focused the experience on delivering value earlier.
Future Improvements:
Diverse Research: Expand user research to include a wider range of backgrounds and age groups
AI Transparency: To build deeper trust, I would implement "Explainable AI" features, showing users exactly whya specific coach or plan was recommended.
Scalability: The next step would be exploring the B2B sector—positioning the platform as a tool for companies to support the integration of their international hires.
Bezahlen
Zur Überprüfung senden
User flow 3: CV Review via Chat
User searches for suitable coach, selects the “CV Check” service. The user then completes the payment and uploads their CV and related documents for review. The coach reviews the documents and sends personalized feedback to the user via chat.
User flow 1: Search for a coach and the booking process
User searches for a suitable coach with the help of artificial intelligence and books an introductory session with the coach.
User joins a scheduled video call with the coach to discuss their career path.
After the session, the coach creates a structured career plan, which the user can view on their dashboard and follow over time.
User flow 2: creating a structured plan with a career coach
Impact:
Builds trust through transparent information about qualifications, certifications, and coaching approach.
In usability testing, 90% of users said they felt confident enough to proceed after reviewing a coach’s profile.
Booking an introductory call
with a coach
Structured coaching plan
/02 Competitive Analysis
To position UpKarriere within the German coaching market, three key competitors were selected:
CoachHub (Corporate Leader), MentorLane (individual professional coaching), and MentorCruise ( industry-specific mentoring)
Target Audience / Focus
AI Coach Matching
Personalized Resources
CV / Document Check
Free Intro Session
Structured Plan
Key Value
Migrants in Germany
professional coaching
industry-specific
coaching
UpKarriere
MentorLane
MentorCruise
CoachHub
Corporate coaching
UpKarriere platform is designed for newcomers in Germany who face challenges like finding a job and understanding the local market. Unlike CoachHub, Mentor Lane, and MentorCruise, it offers AI-based coach matching, free introductory sessions, quick access without long registration, structured plans with milestones, and simple document checks, making it easy and motivating for users taking their first steps in Germany.
The process of creating a structured plan with a career coach
GRID
PROGRESS / CERTIFICATION
Style Guide
Up Karriere brand identity: Platform is a trusted companion for migrants in Germany. The tone is empathetic, professional, and motivating.
TYPOGRAPHY
COLORS
ICONS
BUTTONS
INPUT FIELD
CARDS
