BDC Diversity and Inclusion page
— PROJECT NAME
BDC diversity and inclusion
career page
— PROJECT GOALS
DEI compliance, Awareness, Diversity Target
— MY ROLE
User research, UX copywriting, Brand style adherence, Cross-functional collaboration
— DATE
Dec 2020- June 2021
While working for the Canadian Center for Diversity and Inclusion (CCDI) consulting, I collaborated with our client, Business Development Bank (BDC), to develop their diversity and inclusion web page.
Challenge: BDC wanted to accelerate their efforts to promote equitable career opportunities for all prospective BIPOC (Black, Indigenous and Persons of Colour) job applicants. I was tasked with coordinating user research, writing new copy and streamlining their website's UX.
Solution: I collaborated with my creative team of UX designers, instructional designers, web developers as well as the human resource and change communication specialists to follow BDC's brand style guide when writing UI copy to promote diversity, equity and inclusion principles on their official career page.
The Strategy
- - Collaborate and communicate continuously with BDC leadership and stakeholders.
- - Consult BDC's brand voice.
- - Review the client's recruiting processes and focus to understand how DEI can fit into their process.
- - Conduct stakeholder and user research.
- - Compare BDC's employment equity data with labour market availability statistics.
- - Align webpage content with BDC's DEI strategy.
The Research
- - Reviewed the workforce growth policy report.
- - Interviewed key HR staff.
- - Conducted an online survey of new staff.
- Key finding: Gaps existed between the client's diversity hiring target and actual labour statistics.
The Voice
- I met with the client to better understand their brand voice and style guide.
- BDC wanted our copy to be clear, sound human and feel easygoing to ease the potential talent's experience on their website and encourage diversity in the applicant pool.
The Process
-Directly created, reviewed and delivered copy decks based on BDC's brand voice and style guide, in order to generate B2C copy.
-Organized the headline, body and CTA copy for each website page’s section. This helped the UX designer and web developer to easily build out the page online with my recommended copy.
-Reviewed the mockups with our client’s feedback.
The Result
- -Client adopted my recommendation of pictures showing members of historically disadvantaged communities for representation.
- -Applied progressive disclosure approach which got great feedback.
- -Delivered the Diversity and Inclusion career page, in time for launching.
