The FW Jobs Academy provides return-to-work services for women and gender diverse people looking to re-enter the workforce. With a diverse membership base, there was an opportunity to create a digital experience that better supports women at different stages of their journey. By understanding learning styles and confidence levels, FW could design a platform that delivers personalised, structured support to maximise programme outcomes.
FW recognised an opportunity to refine their digital strategy by designing experiences that cater to different behavioural types. The goal was to create a framework that:
To develop the digital experience strategy, Purple Shirt took a collaborative and research-driven approach, including:
Stakeholder engagement
Conducting workshops and interviews to understand needs, challenges, and strategic goals
User research
1:1 interviews with members to explore engagement patterns, confidence levels, and digital interactions to identify key user behaviours, struggles and opportunities to improve the experience
Co-design sessions
Facilitating interactive sessions to validate insights, explore new concepts, and ensure alignment with FW’s vision
Strategic prioritisation
Mapping recommendations to FW’s digital roadmap, ensuring resources are allocated where they will have the greatest impact.
Comprehensive customer experience framework
A fully developed set of CX artefacts, including behavioural typologies, a customer journey model, and experience principles—to guide Jobs Academy’s ongoing digital evolution
Enhanced platform experience
Recommendations for onboarding, learning pathways, and digital engagement.
Strategic digital investment
A clear direction for FW on where to focus digital resources for the greatest impact.
With this digital experience strategy in place, FW and Jobs Academy can ensure their platform effectively supports women returning to work while making informed investment decisions to continually enhance the experience.
