Winning submission for Octalysis Prime Challenge on improving number of applications by job seekers, short, medium, and long term retention of users on app. This involves understanding the user types and then developing useful product features that directly attack on those metrics.

1. SONIC JOBS
RETENTION
CHALLENGE
DEVANSH DOSHI

2. THE FLOW
1. Overview
2. Understanding
Users
3. Octalysis
Strategy
Dashboard
4. Key Insights and
Bottlenecks
7. Solution
Overview
8. Job Alerts
10. Feedback for
Job Applications
13. Final Experience
12. Coffee: The
Blue Collar Social
Network
11. Active Meter:
Application Streak
Design with
Monetization
6. Brainstorming
5. Defining Key
Retention
Challenges
9. My Map:
Weekly
Journaling

3. OVERVIEW

4. About Sonic Jobs
1
Aim
to
be
the
Go
To
Place
for
Blue
CollarCareerDevelopm
ent
2
ChatbotJulia
creates
a
beautifulCV
in
easy
steps
3
A
Candidate
applies
to
a
job
every
80
seconds
4
Top
10
Apps
forBlue
Collar
Jobs
in
the
UK

5. UNDERSTANDING
CORE DRIVES FOR
THE USERS

6. TARGET AUDIENCE
The target audience are:
1. High School Pass outs looking for part time/short term work
to earn side cash.
2. Graduates who are first/early jobbers looking for full time
opportunities to pay bills and maybe pursue their passions
outside their current work
3. Late jobbers with more than 5 years of experience trying to
move up the career ladder due to unable to realize passion
outside their current work or life stage change (such as
marriage/children) requiring greater income

7. CD1 Score: 1
CD3 Score: 5
CD5 Score: 6
CD7 Score: 3
CD8 Score: 3
CD6 Score: 3
CD4 Score: 1
CD2 Score: 3
Drive to be independent
and find their calling in life
UNDERSTANDING HIGH SCHOOL
PASSOUTS
Need flexibility in timings
and choice of work.
Making small personal
choices/purchases with
the money they earn
Driven by needs to be
perceived well amongst
friends, colleagues, and
bosses.
Looking to get their first
set of learnings on the job,
however, with the core
motive of getting into
college
Current work only provides for some extra side
cash and not enough to help them pursue their
dreams
They are looking at
moving ahead in their
careers and education
goals fast while
getting a job is a
temporary solution
Wanting to develop a
small emergency fund
Not aiming for
mastery at their
current work
● Demographics
16-19 years old, just completed high
school, living in residential
neighbourhoods
● Dominant Core Drives:
CD 3, 5: Need social recognition
amongst peer groups for the
positive impact of their own actions
● Attitude towards Work:
Need to earn some side cash and/or
emergency fund

8. CD1 Score: 4
CD3 Score: 7
CD5 Score: 8
CD7 Score: 4
CD8 Score: 5
CD6 Score: 4
CD4 Score: 3
CD2 Score: 3
Drive to be independent
and work towards their
calling in life
UNDERSTANDING GRADUATES
Making their first lifestyle
choices in their initial years
of earning money
Need flexibility in timings
and choice of work.
Driven by needs to be
perceived independent and
top performer amongst
friends, colleagues, and
bosses.
Looking to learn the ropes
of their first job, however,
with the core motive of
pursuing their real
passions
Current work provides money to sustain their
independent lifestyle
They are looking at
building their passions
while getting a job is a
temporary solution
Wanting to develop a
small emergency fund
or save funds for their
passions
Working to pay bills
and maintain an
independent lifestyle
● Demographics
20-26 years old, just completed
graduation/vocational training, first
job/less than 3 years of work experience,
living around their work locations
● Dominant Core Drives:
CD 3, 5: Need social recognition amongst
peer groups while maintaining an
independent lifestyle
● Attitude towards Work:
Need to earn money to keep an
independent lifestyle while working
towards their real dream (such as acting,
music, business school, etc.), Also trying
to save money to pursue their dreams
while trying to have early successes in
their jobs to earn more money

9. CD1 Score: 2
CD3 Score: 5
CD5 Score: 6
CD7 Score: 2
CD8 Score: 6
CD6 Score: 2
CD4 Score: 6
CD2 Score: 6
Want to be settled in their
personal and professional
lives
UNDERSTANDING LATE JOBBERS
Wanting to explore new
responsibilities and driving
impact through their
experience and expertise
Need flexibility in timings and
choice of work.
Driven by needs to be
perceived as experienced
and top performer
amongst friends,
colleagues, and bosses.
Looking towards learning
the missing skills for the
next level of jobs
Wanting to retain their current reputation and
pay levels
They are looking at
making the next move
up in their careers
while realizing that it
would be a slower
process
Want to attain an
aspirational lifestyle
Wanting to develop
ahead in their careers
now and get into
managerial positions.
● Demographics
26+ years old, have 5+ years of work
experience mostly in one domain, living
around their work locations, entering a
new life stage (marriage/children)
● Dominant Core Drives:
CD 2, 4: Working towards developing and
maintaining an aspirational lifestyle as
they move into a new life stage
CD 5, 8: They don’t want to lose the
network and reputation they have build
over time
● Attitude towards Work:
As they have now attainted higher
education or left their initial dreams (of
being actors, etc.), they look towards
stability and affluence in their lives and
develop careers in their field of work,
preferably in managerial positions

10. OCTALYSIS
STRATEGY
DASHBOARD

11. OCTALYSIS STRATEGY DASHBOARD
Players
Desired Actions
Feedback
Mechanics
Business
Metrics
Win States
Incentives
Commits
Tracks
Triggers
Impact
Results
Progress
Embedded
We look at this dashboard more from the retention perspective ahead and not
from the overall experience perspective

12. BUSINESS METRICS
(1) JOB APPLICATION
PER USER PER
MONTH
This improves revenue that is
proportional to job applications
(2) SHORT, MEDIUM, and
LONG TERM RETENTION
% of users making job applications
in Day 2-3, Week 2-3, and Month 2-
3 post sign up.
(3) WEEKLY ACTIVE
USERS
Focus on user engagement on the
app beyond jobs

13. DESIRED ACTIONS
● Prepare CV with Julia
● Regularly update CV
● Search Jobs
● Apply to jobs
● Reply to Recruiter emails within
24 hours
● Read the content on the
website
● Shareable Sonic CV created
with Julia
● Direct Emails/Calls from
recruiters/agencies
● Number of Applicants on a job
listing
● Notifications on suggested
jobs basis previous
applications
FEEDBACK
MECHANICS
WIN STATE
Minor Win State
● CV created
● Job Application Sent
Major Win State
● Recruiter Mail/Call for
Interview
● Getting an offer with higher
pay

14. KEY INSIGHTS AND
BOTTLENECKS

15. Users are not getting adequate feedback from
recruiters/agencies post the application
• Most users do not get response from the job applications made. Only users shortlisted for the process ahead get
response from recruiters
• Instagram is an important reference for the current target audience where they get Instant response for the content they
put out there
• CD3 is also a dominant core drive for the ‘High School Pass outs’ and ‘Graduates’ user segments
• We need to develop feedback loops for users to know their status keeping in mind that there is currently no
dashboard/work area for recruiters to give individual feedback.

16. Users don’t understand that they can keep
finding jobs before joining another employer to
get a better raise
• Users could find the job search process exhausting and lack of feedback from recruiters makes it an unyielding
experience
• Users need to learn about pay negotiations during the job search process, esp. when they have one offer on hand
• Users are not driven by CD2 which doesn’t prioritize job search for them
• There could also be a drop off in the applications made post getting first interview call. Users need to be appraised
about odds in the selection process

17. There is a general absence of Blue Collar Career
related content
• Users are generally not aware about navigating a blue collar career across topics such as education, upskilling, domain
change, pay improvement etc
• There is a need for organized and relevant content to engage and guide users
• User generated content will help us dive deep into the psyche of the target audience and understand their thoughts and
concerns
• Best value can be added by people who have previously worked in the blue collar space

18. Recruiters/Agencies are looking at more
detailed CVs with key skills and achievements
highlighted
• Users need to update their CVs and profiles with job changes and new skills/achievements added
• This helps their profiles standout against a generic chatbot generated CV
• Users need to be prompted to update the various sections of their profile during their application cycles to build a one
time comprehensive CV
• Post successfully finding a job, users need to be prompted to update their CV with latest skills/achievements

19. CD3 (Empowerment of Creativity and Feedback)
and CD5 (Social Influence and Relatedness) are
the dominant core drives
• Given Instagram and other social media apps are a key reference, users are more driven by social status and instant
feedback of their actions
• Most of them could be pursuing their other passions (such as acting, music, higher education, etc) while they work to pay
their bills or get some side income
• Hence, CD2 (Development and Accomplishment) is not a dominant core drive in their attitude towards work
• Only when they reach the ‘Late Jobber’ stage, they are solely focussed on progressing in their work life and CD2 becomes
dominant

20. DEFINING KEY
RETENTION
CHALLENGES

21. Solving for
• Short Term Retention (Day 2-3)
Having users continue to apply for more jobs as they discover the app and make CV with Julia
• Medium Term Retention (Week 2-3)
Having users continue to apply more as they could be interviewing or not had success with the initial applications
• Long Term Retention (Month 2-3)
Having users apply for more jobs in case they might want to explore a better opportunity or want to restart their job
search in case they were unsuccessful during sign up
• Social Network for all users
The absence of blue collar careers related content and need for user engagement beyond job search
• Regular CV updates by users
As recruiters look for updated and detailed CVs, we need to look at ways to gamify the task for the user

22. BRAINSTORMING
IDEAS FOR
RETENTION

23. LIST OF IDEAS
● Make a social network with Instagram style stories, Quora style text posts, and Reddit style karma points
● Recruiters can mention specific perks at the job and users can use that to search jobs
● Candidates can compare their profile with the selected candidates of the jobs they had applied to
● Recruiters can be incentivized to send a response email to users who are not selected
● Recruiters who respond to candidates will get higher visibility for their job postings
● Apply for a specific number of jobs in a week and complete your profile to avail early access to jobs
● Job Alerts for users with Special Filters
● Send Private Messages to Recruiters
● Appraise users when a job posting has been delisted
● Appraise users when other users have been contacted for a job listing they applied to
● Weekly Journaling of their highs and lows at work

24. CLASSIFYING THE IDEAS
High Power, Low Ease of Implementation High Power, High Ease of Implementation
● Make a social network with Instagram style stories, Quora
style text posts, and Reddit style points
● Candidates can compare their profile with the selected
candidates of the jobs applied
● Recruiters who respond to candidates will get higher visibility
for their job postings (there is no direct feedback
mechanism currently)
● Appraise users when other users have been contacted for a
job listing they had applied for
● Weekly Journaling of their highs and lows at work
● Recruiters can be incentivized to send a response email to
users who are not selected
● Apply for a specific number of jobs in a week and complete
your profile to avail early access to jobs (medium ease of
implementation)
● Job Alerts for users with Special Filters
Low Power, Low Ease of Implementation Low Power, High Ease of Implementation
● Recruiters can mention specific perks at the job and users
can use that to search jobs (as getting a templatized list of
perks from recruiters can be challenging)
● Appraise users when a job posting has been delisted
● Send Private Message to Recruiters (Blue Collar Job Seekers
may not be sophisticated enough to use this feature)
Underlined ideas are detailed out for the final solution to improve retention

25. SOLUTION
OVERVIEW

26. KEY IDEAS
My Map
Weekly Journaling of
success, mistake,
and learning
Feedback for Job
Applications
Active Meter
Job Application
Streak Design for
Early Access to Jobs
Triggers for CV
Updating
Coffee
Social Network for all
users
A less than five minute weekly
activity, activated by taking a
pledge, to chronical the highs
and lows of past week
Users can get up to 12 hours
early access to jobs posted if
they maintain a certain activity
level across job application,
CV updates and other features
Asking users to update their
CV from their own content and
during specific instances
Rejection mail by recruiters,
comparison of
selected/contacted profiles to
user profile, and some other
mechanics to provide users
with feedback
Instagram and Reddit inspired
video logs and text based Q&A
referenced with tags covering
the blue collar career spectrum
Job Alerts

27. JOB ALERTS

28. THE IDEA
Users can set custom job alerts when the jobs are available for application.
The alerts can be set on:
1. Primary filters: Company name, distance from a location, Industry, Job type, City
2. Advance Filters: Salary, Incentives, Qualifications, Recruiter/Agency, No applicants, less than 5/10 applicants
The delivery settings will have frequency based on immediate, once a day, and once a week (with day and time setting) with
options between SMS, Email, and App notification.
Based on contents of Sonic Mails exchanged and/or reduced activity levels, users can be notified about using Salary filter
to find jobs greater than the one offered or currently at. This improves medium term retention during the job hunt process.

29. MY MAP:
WEEKLY JOURNALING
OF SUCCESS, FAILURES,
AND LEARNINGS

30. THE IDEA
Users input the goal they are trying to achieve at their current work that helps them towards their life dream
The goal is then made into a pledge to solidify commitment
The user records the 30 second pledge on the app as a seal of commitment
Even week, users get a notification at their select day and time to journal their past week
• They need to enter their success/compliment received, small failure/mistake made, and learning of the week
• Score their week on a slider scale
• They cannot write for more than 500 characters making it concise and time efficient
The output of their My Map journal is used for updating CV, making posts on Coffee (the social network) and getting ahead
on the Active Meter
This activity helps users realign their work to their eventual life dreams

31. MOCKUI The focus is on using the content
generated to:
1. Update CV with their achievements,
added responsibilities, and
recognition at work
2. Post content on the social network by
showcasing their
success/compliments or asking
questions about particular problems
they are facing
3. Check the impact of their journaling
streak on their active meter score
The element on nth entry in a row and
comparison with the overall users on
Sonic Jobs will motivate users to do
better than their peers (Game Technique:
Social Proof)
More CTAs around checking past entries,
slider score history chart can be added.

32. THE IMPACT
• The feature channels the user’s life dreams as CD1 to drive CD2 in their work
• Journaling drives CD2 and CD4 to progress and own their success, failures, and most importantly learnings at work
• The content generated can be added to the CV or discussed on the social network
• More insights based on the slider scores can be given back to the user thus improving engagement
• The impact on the active meter score will make users stick to the habit (at least during job hunt period) that should
eventually help them chart out their own development
• Memories like Facebook , Quarterly mega journal entry, are some more extended features that can be looked at
• This can impact the Medium and Long term retention with the Active Score CTA modified to start a job application streak

33. FEEDBACK FOR JOB
APPLICATIONS

34. (#1) Rejection Mail by Recruiters/Agencies in
return for cash credit
• While mostly one applicant gets selected for the position, rest of are rejected and devoid of any feedback. Same applies
for interview selection.
• Sonic Jobs can offer cash credits which can be used by Recruiters/Agencies for their next candidate hunt in return for
sharing the selected candidate/s details and sending rest of the applicants a Thank You note for their time and interest
• Given there is no recruiter dashboard for hiring managers to give individual feedback on the job application, a generic
response at the end of the selection process will help in creating a feedback loop for users
• The same can also be done post interview selection of applicants
Impact
As hiring process can run into weeks, this only impacts medium to long term retention. While the response can come in
weeks later, it still helps in creating a feedback loop for the users (improvement in CD3)

35. (#2) Profile Comparison of the Selected
Candidate
• The selected candidate’s profile comparison with the user can be used as a feedback tool for users
• The comparison can be made across pay levels, total experience, relevant experience, age, edits made to CV, total jobs
applied in the past 4/8 weeks, Active Meter score during application, and other relevant parameters
• The select of parameters need to ensure that privacy of selected candidate is not compromised and user is not
demotivated
• Relevant CTAs around updating CV and applying to more jobs will be added. Personalized CTAs can also be created
across select metrics
Impact
This again will impact medium to long term retention. While the response can come in weeks later, it helps users gauge the
demands of the job market and work towards improving their Active Meter score (improvement in CD3)

36. (#3) Gauging Interview Selection Response from
Sonic Mails by Recruiters/Agencies
• Hiring managers who use Sonic Mails to reach out to candidates would generally send across all interview invites in one
screening session
• Post 12 hours from the last Sonic mail sent to the applicants (not counting the subsequent reply mails with the
shortlisted interviews), the applicants not contacted can be sent a notification on the lines of
“N applicants for the job posting X have been sent Sonic Mails”
• On opening the notification, users see a message on the lines of
“Looks like you were not shortlisted for the job. Don’t worry, the recruiter might do a second round of screening to
shortlist you. Meanwhile, keep applying to more jobs to get selected and have a pay raise”
Primary CTA: Search more Jobs, Search Similar Jobs; Secondary CTA: I was approach for this job
Impact
While this works only for recruiters who respond via email, this can be inferred within a week of the job opening impacting
short term retention. It also helps candidates to move on from the job applications that didn’t work. (improvement in CD3)

37. Active Meter
Job Application Streak
Design for Early Access to
Jobs

38. THE IDEA
The idea is to give users a relative score based on:
1. Consecutive days job applied
2. Profile completion levels
3. CV Updates made in the past 30 days
4. My Map Journal update in the past 6 weeks
Based on the score there will be two reward levels: Active and SuperActive (Game technique: Levelling System)
There will be a cap of two applications on Early Access jobs. (Game Technique: Magnetic Cap)
Users will need to maintain all conditions except third one to continue their status. (Game Technique: Streak Design)
Only users who have previously owned such status can be eligible to purchase a one day pass to SuperActive for ￡1
(Game Technique: Revival Potion)

39. THE IDEA
Active
Gives users two hours early access to jobs posted if
1. Applied for at least one job in the past five days
each
2. At least 60% profile completed
3. Made one CV update post creation/past 30 days
whichever sooner
4. Made entry for three My Map Journal entry in the
past six weeks(one in case of new user)
5. Respond to all Recruiter emails within 36 hours
(post activation of state)
Special Bonus Features:
1. Get ‘Active Jobseeker’ badge displayed next to
your application (Game Technique: Badges)
2. Get a one day extension credit
3. Access to Special community on Coffee
SuperActive
Gives users 12 hours early access to jobs posted if
1. Applied for at least two jobs each in the past 6 out of 7 days
2. At least 85% profile completed
3. Made three CV update post creation/past 30 days whichever sooner
4. Made entry for five out of past six weeks My Map Journal entry (two in case of
new user)
5. Requirement for point one becomes two jobs each in past four days in case
users have made more than 26 journal entries
6. Respond to all Recruiter emails within 36 hours (post activation of state)
Special Bonus Features:
1. Add Custom Note along with your application to explain why you are perfect for
the job (improvement in CD3)
2. Get ‘Super Active Job Seeker’ badge displayed next to your application (Game
Technique: Badges)
3. Get a three day extension credit
4. Access to Special community on Coffee

40. SCORE COMPONENTS
Consecutive days job applied (Game Technique: Streak Design)
The idea is to make the user invested in finding a better opportunity and have their learning curve with the navigation on the
app. Daily visits ensures habit formation.
Profile completion levels
The profile needs to completed across multiple sections. We also need to identify some missing parts. If there is significant
time difference between different jobs or education and jobs, then users need to prompted to fill in those details or mark as
unemployed/sabbatical time (not on resume).
CV Updates made in the past 30 days
Updated profiles are hiring managers requirements and also help users present the best version of themselves. With the
Social Network and Weekly Journaling generating most of the content, making updates to resume should be easy.
My Map Journal update in the past 6 weeks
This appears to be forcing users to journal their work week’s self review. However, there is a reminder of their real goals
they are chasing and how have they been able to progress with it. Once habit of weekly journaling is in place, the real
benefits from those will outweigh the way they were introduced to it. (Using Black Hat to drive White Hat)

41. ACTIVE AND SUPERACTIVE STATUS
Earned ‘Early Access’ to Jobs
This is to reward users are seriously looking for job change and not just casually applying. This improves quality of
applicants. Also, given users value being one of the first applicants, they are mostly likely to use the earned advantage.
Cap of two applications per day in the Active & SuperActive status (Game Technique: Magnetic Cap)
This is to ensure that users are applying to jobs most relevant to them and not going on a spree. This helps in maintaining the
quality of applications.
Active Status
The idea is to make new users quickly achieve the first win state with easy requirements. The advantage is disproportionately
lower than the next stage in order to make users work hard towards attaining and maintaining the next stage. Two hours will
make them see more jobs with less applicants and zero applicants while demanding frequent logins to take full advantage.
SuperActive Status
The idea is reward serious job hunters with real advantage in the job hunt. This segment will maximize their job applications
driving greater revenue and with quality applications. There can be more premium features designed for these users.

42. RETENTION OF STATUS AND SPECIAL
FEATURES
Criterion for Retaining Statuses
Users will need to maintain the requirements except CV updates as there can only be so much addition to the CV. Rest of
them will ensure that they retain and utilize their status. All Active/SuperActive users get one/three day respite in
requirements to maintain that status
Custom Note Special Feature (Improvement in CD3)
This allows SuperActive users to send a cover letter equivalent note that will be read before the CV is opened. This would be
their chance to get make an elevator pitch when they are looking for a more senior position or trying to change career tracks
(esp. for Late Jobbers).
Badges for Active and SuperActive Users (Game Technique: Badges)
There can be a tag such as ‘Active Jobseeker’ and ‘Super Active Jobseeker’ next to their applications which makes it easier
for recruiters to spot candidates that are more interested in the position
Day Extension Credit
There could be some life situations where users may not be able to continue their streak even if they want to. Also, the daily
application requirement can get very stressful. Hence, every time they attain a status, they get extension credits which can be
used to maintain their status. Also, given it is easier to move from Active to SuperActive, there is only one day credit given to
the former status.

43. MONETIZATION (Game Technique: Revival
Potion)
One Day SuperActive Pass for ￡1
Only users who have attainted SuperActive status (working on CD4) can purchase this one day pass to apply to three jobs in
the 12 hour exclusive access period with a custom note and ‘Super Active Job Seeker’ displayed next to the application. This
presents monetization opportunity targeted to users who want to quick start their job application process
Also, users who have ever been Active or SuperActive but not currently, will get job alerts for positions which are in the ‘Early
Access’. This will make them want to get an one day pass to apply to lucrative openings.
Extra Application Pass with Custom Note and Badges for Early Access Jobs for ￡1
Users can purchase more two more applications to the Early Access Jobs beyond the daily cap. The extra applications need
to be made within one year. Not more than 2 such passes can be purchased in a day.
Three day extension credit for ￡1
Users who want to maintain their current status but are not able to do so have an option to extend their advantages by
purchasing this item.

44. Active Meter Mock UI before attaining status
The idea is to not have exact criterion mentioned for job
applications and weekly journal entries so as to avoid users
gaming the system and keeping the experience simple. On
tapping the yellow and red section, there will be an overlay
mentioning ‘Reach here to attain exclusive Early Access to
Jobs with added bonuses’
Not having public information on the criterion allows us to
change them at our will as we haven’t made a promise
about the same
The actions in the Active Meter keep updating themselves
based on completion and will have relevant CTAs
The Yellow and Red bands on the Active Meter indicate
destination point for users to attain without exactly knowing
the rewards. The Meter will move faster in the first three
days giving users a sense of achievement and motivation to
take it towards the yellow zone

45. Active Meter Mock UI For Active Status
Here we educate the users about the privileges and how to
maintain their current status.
This Mock UI is a very basic version of what would be
displayed, some more elements would be:
1. Learn more help icons with overlay texts
2. Nudge to update to SuperActive status by mentioning
‘Apply to multiple jobs every day’
3. Making a standard ‘Custom Note’
4. Exploring the special community on Coffee, the social
network, only for Active and SuperActive users
5. Responding to recruiter emails condition for retaining
status
The SuperActive UI will be similar with respective details
mentioned.
First Screen On Scrolling

46. THE IMPACT
• Discovery of the Active Meter and Streak Design with curiosity on the special incentives directly improves short term
retention by increasing job applications to go ahead on the Active Meter
• After generally taking a week to attain SuperActive status, the users will be more motivated to apply for jobs and make
complete use of the earned advantages. This improves medium term retention
• Users who have once attained SuperActive status can still see and get alerts for jobs in Early Access even though they
do not currently hold the status. They can still purchase the one day SuperActive pass to access the extra benefits. This
improves long term retention
• Profile completion and CV updates are important criterion to achieve the statuses
Important
All the numbers mentioned in the ‘Active Meter’ idea will need to be worked out basis the economics of applications and
LTV. It would involve some research with users and experiments before full launch.

47. COFFEE
THE BLUE COLLAR
SOCIAL NETWORK

48. THE IDEA
The Social Network has two kinds of posts to be made by the users:
1. VLog: Videos in vertical formats available for 7 day viewing with upvotes, downvotes, and comments (inspired from
Instagram and Reddit)
2. Talk Post: Permanent text posts with upvotes, downvotes, and comments (inspired from Quora and Reddit)
All the posts will need to be from the following categories:
Users will be able to subscribe to categories only. They will be cross referenced to Industry as well.
Game Techniques: Watercooler and Social Prods
Success Failure Curious
Tips and
Tricks
Urgent
Advice
Advice
Best
Customer
Worst
Customer
Money
Habits &
Salary
Education &
Career
Transition
Job Hunt
Work Life
Balance

49. THE IDEA
• Users can view and follow individuals and send direct messages through that would not be very prominent in the UI
• Recruiters can see users Sonic Email on the profiles to contact them
• Users cannot see who have upvoted or downvoted the comments and their follower lists to experience simple and focussed
on content
• There will be prompts after seven days to use the Talk Post or VLog to ’Add to CV’
• Users earn Coffee Beans (equivalent to Karma Points on Reddit) for all upvotes on comments, VLogs, and Talk posts. These
can be used to earn special rewards. (Game Technique: Status Points)
• People who are top Coffee Bean earners from comments can be hired on freelance/full time basis to be community
managers and Sonic Jobs blog writing team.
• Going ahead, specific communities can be created based on ultimate passion of users such as Music, Entrepreneurship, etc

50. UNDERSTANDING THE COMPONENTS
The overall idea is to have user generated content about what the blue collar workforce is thinking about instead of pre-
empting blog post topics. Users can either create Talk Post (text based) or VLog (video based) of the same content based
on their comfort. The overall idea is for users to have conversations around their careers and passions
VLogs
The video posts will last for seven days (against 24 hours for Instagram) so that there can be more conversations around
the post made by the users. Video posts allow users to share visuals of their achievements (impacting CD3)
Talk Post
These can be considered for more serious discussions a user may intend to make. Images are not considered so as to
keep the overall experience simple and focussed
Categories
All the content generated will need to be strictly tagged to a particular category. Content not relevant to any category will be
removed to ensure focussed and quality content. Coffee should have a unique identity in terms of content

51. UNDERSTANDING THE COMPONENTS
A lot of features related to developing a network and knowing identities of users interacting with one’s content will not be
prominent in the UI of Coffee so that
1. The time consumed in checking who are the followers, upvoter, and downvoters is reduced
2. The focus related to developing social following is reduced
3. The entire focus is on creating and sharing content which is relevant and resonant with the community (feedback on the
same provided through Upvotes and Coffee Beans)
4. The time saved from above is used for participating in meaningful discussions
5. The overall experience is simple
Community Managers will be responsible for ensuring relevant posts on the network and being one of the first responders
on content seeking advice. Hiring people with significant blue collar work experience and decent writing skills would
automatically improve the quality of discussion on Coffee. They can be provided with initial skill training in writing and
editorial support to be groomed to being best in class community managers making Coffee the top place for all Blue Collar
Career conversations.
Community Managers will then understand over time the recurring themes and topics which can then be converted into
blog posts. This creates rich, timeless content which is relevant to all Blue Collar workers.

52. IMPACT
Coffee fulfils Sonic Job’s vision to becoming ‘The Destination’ for everything related to blue collar jobs
The Blog Posts generated from Coffee can become guides for High School pass outs to find their first gig job to Late
Jobbers trying to transition to managerial jobs
The social network is designed to have great conversations related to any topic of concern and share small successes.
Being bare minimum in terms of features also avoids the Instagram savvy audience to generate that kind of content,
preserving the uniqueness of the network
The social network improves retention across all the phases
Prompts to add relevant VLogs and Talk Posts to their CV will help in regular updates

53. TRIGGERS FOR
UPDATING CV

54. THE IDEA
Journal entries from My Map and VLogs & Talk Posts from Coffee
can be used to update CV
This makes adding achievements, work profile expansions, and
learnings easily from the self generated content
Clicking on Edit in the CV can prompt users to check their generated
content for ideas
Revisit these for Ideas
Vlogs | Talk Posts | My Map

55. FINAL EXPERIENCE
AND IMPACT

56. CD1 Score: 4
CD3 Score: 6
CD5 Score: 6
CD7 Score: 7
CD8 Score: 2
CD6 Score: 4
CD4 Score: 3
CD2 Score: 7
My Map starts with asking users what is their
dream they are trying to achieve by their work
SHORT TERM RETENTION (First Week)
Active Meter provides
feedback on profile
completion & application
rigour
Responses on Coffee, Job
Alerts, CV by Julia, and #3
Application feedback
improves the score
Introduction to specific
communities on Coffee
(curated for new users)
with a social media
experience specific to
industry
High curiosity around the
real benefits at the top of
the Active Meter drive
users to complete their
profiles and apply to more
jobs on daily basisLosing the possibility of earning advantages in
Active Meter, My Map Journaling, and social
interaction on Coffee
Impatience to earn the
benefits from the
Active Meter
Users are have started
investing in the app via
My Map, Coffee
Profile, CV made with
Julia, and edits in CV
Active Meter & My
Map help users
succeed in their goal
and careers
Active Meter drives high curiosity and
impatience towards earning the
rewards resulting in more jobs applied
every day post sign up
My Map’s onboarding process with
pledge and goal setting in their current
jobs that eventually help them achieve
their eventual dreams
Coffee makes the entire experience
social
(#3) Gauging Interview Selection
Response from Sonic Mails by
Recruiters/Agencies adds feedback to
the job application process

57. CD1 Score: 5
CD3 Score: 9
CD5 Score: 7
CD7 Score: 5
CD8 Score: 6
CD6 Score: 6
CD4 Score: 5
CD2 Score: 8
My Map connects user’s work and job hunt with
their dreams
MEDIUM TERM RETENTION (Beyond First Week)
Custom note along with
application, feedback on
applications, job alerts with
salary filters, updating CV
from Coffee, and My Map
content are additional
features driving this score
Users get engaged on
Coffee and find new topics
and people to follow and
develop their social
network
Users are now curious about new
content on Coffee, profile comparison
of selected candidate (#2) and new
jobs to use their Active Meter
Advantages
Retaining the Active Meter status by fulfilling
the requirements
Only two jobs per day can
be applied during the
early access window
Access to special
Community on Coffee
that is only for the status
holders
Users are invested in
the app via My Map,
Coffee Profile, and
edits in CV
Active Meter status
advantages, badges
from them, My Map,
and Coffee Beans
collected propel this
score
Attaining Active and SuperActive status
motivates users to use and retain the
status (else buy paid access and
extensions) increasing job applications
per user
My Map’s Weekly Journaling helps
users connect their jobs with dreams
Coffee makes the entire experience
social as users also check their Coffee
Beans count and engagement on their
posts and comments
All ideas on Feedback on Job
Applications add CD3 to the experience
Content from My Map and Coffee can
be used to update CV

58. CD1 Score: 5
CD3 Score: 9
CD5 Score: 9
CD7 Score: 5
CD8 Score: 8
CD6 Score: 6
CD4 Score: 7
CD2 Score: 8
My Map and Focussed Communities on Coffee
Connects user’s current work and job hunt with
their dreams
LONG TERM RETENTION (Beyond First Month)
Reflecting on their My Map
entries becomes a guide for
users that propel this score
ahead
Focussed communities on
Coffee connect users to a
like minded group,
probably sharing the same
life stage
Users are now curious about new
content on Coffee, profile comparison
of selected candidate (#2) and new
jobs in Early Access to use their Active
Meter Advantages that
Revival Potion in terms of purchasing Passes
else working towards attaining the status
organically add to this score
Users who currently do not
hold status on the Active
Meter cannot apply to certain
Jobs in Early Access without a
Pass while get notifications
about the same from Job
Alerts
Users are heavily
invested with their My
Map, Coffee profile
and network
developed over time
Focussed
communities in Coffee
help users move
ahead in their dreams
along with existing
features
Users now have an option to purchase
One Day SuperActive Pass with Extra
Applications extensions
My Map’s Weekly Journaling and Coffee
have become weekly habits. Users who
have crossed a certain level of Coffee
Beans have now access to focused
communities based on their eventual
goals
All ideas on Feedback on Job
Applications add CD3 to the experience
Content from My Map and Coffee can
be used to update CV

59. Thank you.