The Problem:

Many high school students have a hard time deciding what they want to do after graduating.

Insight:

Through their social actions, students are expressing their professional interests.

Idea:

Use a student’s social media habits to inspire and advise them towards career opportunities.

How can we help high school students find the careers that they’re passionate about?


Problem:

A Culture Obsessed with Aptitude.

Today, people look for their calling, which is very different from looking for a career. 2.5 million people take the Myers-Briggs test every year and it is used by 89% of Fortune 100 companies to categorize and predetermine new employees.

“On Average high school students only spend 38 minutes per year talking with a guidance counselor about college planning.”– Bill and Melinda Gates Foundation Survey

Students Choose on Assumptions.

Students make choices not based on their interests but based on simple mechanisms such as salary and location, or their choice is influenced by others such as parents or relatives.

Feeds A Stigma of Apathy and Laziness.

People call the millennial generation “entitled” and “picky” when they don’t immediately find a job that interests them after graduating with a specific major or minor.

“Students take courses that are available, not according to a plan. Most students don’t have a plan.”– Davis Jenkins, Columbia University


Opportunity:

Teens Are Expressing Their Opinions, Just Differently.

Teenagers are liking, following, posting, reposting, tweeting and retweeting now more than ever. Many of the pages they join and the people they follow have ties or opinions to specific career paths or majors that might interest them.

Idea:

Provide a Downloadable, Digital Tool to Help You Find Your Interest.

Smart phones are a common tool used by teenagers. We found that the best way to create a universal tool to help undecided students is to create a digital app that 95% of our target demographic will have access to.

Introducing:
Duko

Using the social habits of students
to help them discover their path.

Consumer Testing:

Students, UX Designer and a Counselor.

It was important that we got input not only from the students who will be using the app, but also from UX Designers in our program and counselors who’ll be interacting with these students every day. We wanted this app to not only help students find a degree, but also to be exciting and intuitive for users.

First, Find Your Interests

Similar to common consumer insights software, users will first input their social media accounts. Duko will then scan their social habits and match their interests with potential career paths. Users can then pick the career (or careers) that they’d like to explore.

Then Experience Them

Social Pinboard

Once they’ve picked their path(s), they’re brought to a social pin board filled with current news and posts from companies and influencers that are most socially vocal.

Podcasts

Users will be able to browse through a library of podcasts related to their professional interests.

Articles

Students can read the opinions of professionals in their path through resources such as Medium and LBBO.

Make It Happen

Education

Duko will provide a listing of universities, community colleges, and trade schools best suited for the student’s path.

Skills

Capitalizing on LinkedIn’s partnership with Lynda.com, students will have a vast library of skills and programs training at their fingertips.

Trends

With LinkedIn’s trends reporting we can let high school students see the best universities, companies, and skills for their chosen path before they begin.

Students will also be able to request a LinkedIn mentor.

Resumé and Mentorship Program

Students can request professional mentors in their chosen path from LinkedIn.

These mentor/mentee relationships will provide real-time advice and Q&As for students as well as boost the credentials of current LinkedIn profiles.

  • "Jacob is a great tactical thinker and amazing digital designer. He works very diligently on his projects, which is great. He is willing to do a lot to produce good work."

    Anonymous Brandcenter Classmate
  • "He provides smart, actionable, strategic thinking, and then he can make that thinking look pretty."

    Anonymous Brandcenter Classmate
  • "He's a good boy. I don't have very many complaints."

    My Mom
  • "If Jake was a pet, he'd be a golden retriever. He's incredibly friendly with a huge heart, and is non-judgemental."

    Anonymous Brandcenter Classmate