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

Category

Oct 2024

Entrepreneur Idea

Group Member

Elfie Chang, Lucy Lu, Allison Tu, Aiyah Obeid

Multiple smartphone screens displaying a video interview app with profiles of young women, interview questions, and ratings, surrounded by partial images of young women in various poses.

Students find hard to secure an internship/ junior job with insufficient exprience and lack of opportunity of self-expressing.

Hiring manager have limited time to go over resumes manually, and it’s too time-consuming to do all the interviews one by one.

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

Logo with an orange speech bubble with a sad face and a thought bubble, next to the text 'AI driven interview' in orange.
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

A woman with black hair smiling and holding a white mug, standing by a brick wall near a window.

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.

Catherine White

Needs

  • Find a more humane way of recruiting

  • Quickly know if a person is a fit

  • Get to know more people

Frustration

  • The current HR system eliminated too many possibilities.

  • Vibe fit is very essential while the current procedure takes too long to do so.

User Interface - Job Seeker Side

Two smartphone screens on a pink background showing a video call. The left screen displays a job application form for a Digital Marketing Intern position, with options to save or start an interview. The right screen shows two women in a video call, one in the main view and the other in a small inset in the top corner.
Screenhots of a mobile app showing a performance analysis comparison between two women during a video call. The left screen displays statistical feedback, including a pie chart and percentages, with text emphasizing in-depth analysis based on recruiter feedback. The right screen shows a video call with one woman smiling and the other speaking.

How does StepUp Address Market Needs

Job Seeker Side

Limited Self Expression

Highlight Video

Lengthy Interview Process

Interview in one click

Limited Feedback

Immediate Data-based Feedback

User Interface -
Human Resource Side

Two smartphone screens displaying a candidate profile on a virtual interview app called StepUp. The left screen shows a photo of a young woman with long hair, labeled as 'Allison' with an 86% match score, and features such as AI analysis of her facial expression and traits. The right screen shows her profile, including options for full video or resume view, with detailed AI analysis, skills, strengths, and weaknesses listed below.
A laptop displaying a candidate profile on a hiring platform named StepUpHire, featuring a woman with long dark hair, along with skills and interview notes, set against a peach-colored background with annotations highlighting the features included such as a laptop version and detailed interview analysis.

How does StepUp Address Market Needs

HR Side

Time Consuming Screening Process

AI automated screening

Hard to Assess Cultural Fit

AI Analysis and Detection

Lengthy Initial Interview

Auto-Edited Interview Video

Diagram of market size with funnel segments in pink shades, labeled with dollar amounts and market categories, and icons representing global company, HR department, US company, specific industry, LA business, and other markets.
A pyramid chart displaying the market size for job seekers, with three levels. The top level shows $100 million for college graduates and other active job seekers in LA. The middle level shows $2 billion for U.S. job seekers, and the bottom level shows $35 billion for global job seekers.
A slide with a light pink background promoting a job seeker segmentation for HR professionals. The slide features large, bold text stating "Segmentation" and "Job Seeker", along with smaller points detailing age ranges, education levels, and digital skills.
A chart illustrating the positioning of various companies in terms of price and drive: HireVue, 'Glassdoor', LinkedIn, Simplify, and Handshake. HireVue is high-priced and AI-driven, 'Glassdoor' is high-priced and human-driven, LinkedIn is high-priced and human-driven, Simplify is low-priced and AI-driven, and Handshake is low-priced and human-driven.
A digital infographic presenting HireVue's success metrics, including total visitors, bounce rate, interviews conducted, funding, and revenue growth, with a line graph showing revenue increase from 2004 to 2024.

Subscription Based Business Model

A pink-colored background with white text displaying a list of training modules and their durations, including titles like 'Review of the Resume,' 'Mock Interview,' and 'Analysis Report.'
A digital pricing card with a coral background displaying subscription options and training modules, including Basic Subscription for $14 per month, Review of the Resume, Mock Interview, Training Modules 1 through 10, and an Analysis Report.
Pink background with white text promoting a subscription plan and additional services, including VIP subscription for $25 per month, with unlimited access to various modules and reports.