The GE Career Path digital experience serves to inspire and provide guidance to university students as they explore potential areas of career focus in the STEM world. The GE University Relations team came to us with a need to extend its campus recruiting tour to a digital platform. Historically, GE’s “volunteer army” visited campuses to facilitate further conversations between students and GE professionals. While this manual, in-person process provides a personalized experience, it is limited by the amount of labor required in order to focus on the increasingly broadening audience.
Extending the existing in-person experience to a flexible digital platform
After interviewing GE’s team on the ground, we saw the opportunity to add a cohesive digital experience into their ecosystem to compliment the in-person discussion. We then reviewed the existing in-person experience, set up a spreadsheet to map the “question to answer to individual analysis” journey, and collaborated with the GE team on the point system which powered the results page on both the website and personalized email. Ultimately creating an application to enable thousands of participants to discover which focus area they best align with according to their “Thinking” Type on a personal device.
Designing within a brand system
Students are guided through sequential questions within the Career Path quiz, choosing any and all descriptions they find most applicable to them within the multiple choices provided. After completing the quiz, participants will enter their name and email and be sent their “Thinking” Type via email based on their selections. The email will thank the student for participating and include their “Thinking” Type profile and corresponding career path options as shareable content for social platforms. It will also provide call to action items including links to sign up for the GE Careers newsletter and join the GE talent community.
Given our young professional audience, we chose turn up the playfulness on the product’s design beyond GE’s usual standard while still maintaining the overall brand voice. Users are greeted with an immersive illustration of a GE jet engine and parts and, as they proceed through the quiz, this element and its surrounding environment changes.