TFC Middle East Online Community
A digital product servicing as an anchor for migrant and transient Filipinos to connect in times of dire need.
Role:
UX Director; managing & conducting user researcher, content strategy, and visual design
Problem:
Overseas Filipino workers in the Middle East were being exploited & abused
Solution:
Design an app & responsive website for users to actively communicate with TFC’s Crisis Management Team in time of crisis
Results:
Significant, relevant, continued engagement between the users and the TFC Crisis Management Team re: critical info about legal help, job search, and housing
Providing a trusted platform for sharing welfare concerns
When governments, and local legislators fell short in fulfilling the critical needs of OFWs being abused and exploited by their superiors, my team and I at ABS-CBN took on the challenge to design a solution that would help fill that void and provide a trusted platform for them to reach out.
Doing The Research
In order to understand our users better and to grasp a better understanding of the gravity of their situations, I led a small team of user researchers in conducting guerilla research with the following goals: quickly learning about our users, validating their needs, and prioritizing features with scalability in mind.
Designing The Experience
In designing the experience expeditiously, it was quickly apparent from our users’ perspectives that the following features were priority:
1.) Messaging feature to connect users
with TFC Crisis Management Team
2.) Easy, accessible info to jobs postings and legal help.
TFC EMEA Crisis App - Information Architecture (MVP)
Finally, I worked together with my visual designer to craft a familiar, trustworthy, mobile-first design that we would release as a prototype for remote and local usability testing and insights gathering.
