A smartphone screen showing a photo of a young woman with long hair, labeled as Alison, with an 86% match score, and various tags including 'Has Experience', 'USC Graduate Student', 'Creative', and 'Hardworking', against a peach background with text that reads, "StepUp: One-stop AI-powered resume and interview screening platform."

Step Up

Date

Spotify Wrapped is a well-known and successful marketing campaign that significantly impacts the brand. This analysis examines the campaign from three perspectives: 1) Brand: its influence on Spotify's identity; 2) Buzz: the social media engagement it generated; and 3) Behavior: the user behaviors it inspired. This exploration provides a deeper understanding of the campaign's effectiveness and its powerful impact.

Summary

The Problem

Research：Job Seekers

Pie chart showing 65% of job seekers find limited self expression during hiring as a major challenge.

Pie chart showing 50% of new graduates take over 6 months to find a job.

A donut chart showing that 70% of job seekers find the interview process challenging.

Research：Hiring Managers

A black background with white icons and text. There is a person icon with a magnifying glass, and text showing "60%" below. The text "HR thinks screening candidates takes up the most time" is visible.

Icon of two people sitting at a table with the percentage '42%' and the text 'HR thinks conducting interviews takes up the most time' beneath.

Black and white graphic with a hand holding a clock with a check mark, and text indicating that 42% of the hiring process takes up to 2-4 weeks.

Our Solution

Close-up of the phrase 'Step Up' in bold, white letters on a black background.

Like Tinder,
Only it hooks you up with jobs

or the perfect candidate, if you’re HR

Icon of a person with an arrow pointing from their head to a gear, indicating AI analysis; text reads 'AI analysis and screening process' in peach color.

Graphic showing two person icons with communication arrows between them and the text 'Dual platform for both HR and job seekers'.

Graphic with a peach-colored icon resembling a mobile phone and a speech bubble, alongside text that reads 'Dating-app-like user interface' in peach color.

A woman with glasses and long dark hair with green tips, smiling, wearing a red and black checkered shirt, standing in front of a white wall with writing.

Persona

Job Seeker

Daisy is an international student who just graduated from USC. She has a bachelor degree in communication however struggles to find a job providing U.S. Visa. She is fun, smart and collaborative but lack of internship experience in U.S.

Dasiy Hua

She is in desperate need of a job
Get Interview opportunities
See progress in her job hunting process

Needs

Frustration

Hard to showcase her personality through resume
After she apply to a job, rarely did she gets an interview invitation
If she is not able to land a job in U.S, she will have to go back to her home cuntry

HR

Catherine is a junior human resource operator in a mid-size tech company. She is a very compassionate person that went into HR because of her eager to get to know people and put them in the right place. She finds it hard to do so as she begin her career.