[Case 01]
Shifting from content consumption to guided career progress.
Career Development
Midshift: From Free Blog to AI Career Coach
Turning passive readers into active learners — one personalized step at a time.
[Overview]
Midshift started as a blog with free career roadmaps. It got traffic — but no one stayed. I led the redesign that turned it from a content site into an AI-powered career coach: an interactive system that doesn’t just tell people what to do — it guides them through it, step by step.
[Problem Statement]
Midshift was a content site that attracted readers but couldn’t keep them. People downloaded free career roadmaps and left — no onboarding, no guidance, no reason to return. We had traffic, but no product. The real issue wasn’t awareness — it was that passive content doesn’t create action.
[Industry]
Career Development
[My Role]
Lead Designer
[Platforms]
Desktop and Mobile
[Timeline]
January 2024- March 2024
[Persona]
Dan
Marketing Manager
Dan’s been in tech for 8 years—but in a non-design role. He’s now trying to transition into product design. He’s mid-career, time-poor, and skeptical of “learn everything” platforms.
Age: 29
Location: United Kingdom
Tech Proficiency: Moderate
Gender: Male
[Goal]
Find a clear, personalized path to switch careers — without getting lost in generic advice.
Feel confident taking the next step — even if it’s small.
Track progress so he knows he’s moving forward — not just reading.
[Frustrations]
Feels overwhelmed by choices. Doesn’t know which step to take first.
No way to track progress. Feels like he’s stuck in “research mode” forever.
Downloads a roadmap — then never opens it again. Too much info, no starting point.
[Process]
[Outcome]
Users finally took real steps — not just downloaded PDFs — because the system told them exactly what to do next.
People came back — not for more content, but to track their progress. The platform became a tool, not a one-time download.
Mobile drop-off disappeared — the flow became effortless, with clear actions and no hidden steps.
[Before]
Midshift was a blog with free career roadmaps. People would land, grab a PDF, and leave. No onboarding. No progress tracking. No reason to come back. It felt like a library — full of books, but no one to tell you which one to read first.
[After]
Now, Midshift is an AI career coach. You answer a few questions, get a personalized plan, and start taking steps — with progress tracked, reminders sent, and next actions clearly shown. It doesn’t just tell you what to do — it guides you through it, step by step. The PDFs are gone. The action is here.
[Key Learnings]