→ Qualitative user interviews
→ Best practice research
→ Creative brainstorming
→ Rapid prototyping
→ User testing
→ Design sprint
To kick-off the sprint and understand the context, two IATA teams conducted several qualitative interviews with potential candidates, hiring managers and HR personnel. They did dig deep into their experiences and uncover needs and pain points of all involved stakeholders.
The teams analysed the gathered data from the interviews – enhanced with industry best practices and learnings from competitors – to identify opportunity spaces. As an outcome, they developed a detailed customer journey of a potential candidate and pinned down concrete problems related to the attraction and onboarding of new talents.
Applying various creative brainstorming methods, the teams came up with a large number of ideas to address the identified challenges. After a careful evaluation based on specific criteria like “added value for candidates” or “effort to implement”, each team chose one high-potential idea to further develop in the next steps.
To make the selected ideas more tangible und further sharpen their core function, the teams developed tangible prototypes. This also had a positive impact on the alignment of the team members and clarified the value proposition behind each of the proposed solution.
At this point the solutions were still based on many assumptions, so the team went out and tested the prototypes with relevant users. On the one hand the ideas were validated by the user feedback, which informed a data driven decision to either pivot, continue or pull the plug on the concept. On the other hand, the interaction with the users triggered new ideas to further improve the ideas at hand.
Jane Hoskisson - Director Learning & Development at IATA
detailed customer journeys developed
ideas generated and evaluated
solutions tested and presented to the board
In 4 days of intense team work, the teams engaged with potential candidates to understand their recruitment journey within IATA, created a large number of ideas and developed and tested two prototypes. These were later implemented to sustainably improve the recruitment process and attract the top talents on the market with a clear vision of what working at IATA means.