CASE
How to make career guidance interesting for school children. The Case of 'Ticket to the Future'
We have developed two diagnostics that help the 'Ticket to the Future' website promote its career guidance programs to school children and their parents.
CASE
How to make career guidance interesting for school children. The Case of 'Ticket to the Future'
We have developed two diagnostics that help the 'Ticket to the Future' website promote its career guidance programs to school children and their parents.
Generally, career guidance is diagnostics that show students their strengths and weaknesses and recommend paying attention to suitable professions.
The problem is that diagnostics are abstract, and questions are boring. An average student is not motivated to pass them because watching YouTube or playing computer games is more entertaining. At best, their parents will convince them, but such career guidance could hardly be worthwhile.

The 'Ticket to the Future' website does things differently: it engages students in career guidance with transforming diagnostics into exciting games.
Goal. Expand the website audience and make diagnostics fascinating
The primary audience of the Ticket to the Future website is school children who participate in federal programs and competitions, are members of the WorldSkills Russia union, and get into diagnostics from these programs. We wanted to reach a wider audience. Therefore, it was crucial to make diagnostics engaging to achieve marketing goals.
1
Improve User Experience
Make diagnostics more 'friendly' and help people build their development trajectories using 'Ticket to the Future' programs.
2
Expand the audience
Attract more school children, students, and even adults to career guidance programs.
3
Develop brand-new diagnostics format
Use gamification and narrative design to develop new diagnostics for the website.
Solution. Two lead magnet diagnostics and their narrative design
Diagnostics have two extremes. On the one hand, they provide a set of outdated situations that are not relevant to modern teenagers. On the other hand, entertaining tests like 'What kind of programmer are you'.

We proposed an intermediate option: repackage diagnostics into stories the target audience will respond to while remaining methodologically correct and providing the necessary data.
Subjects of expertise for Center-Game methodologists
Based on the suggested themes, we selected two that we are familiar with. This boosted the work productivity because everything was done 'turnkey': expert content, methodology, narrative design, and interface.

Our second project PRE.INC is committed to youth entrepreneurship, and we work with mindfulness during the communication courses.
Subjects of expertise for Center-Game methodologists
Based on the suggested themes, we selected two that we are familiar with. This boosted the work productivity because everything was done 'turnkey': expert content, methodology, narrative design, and interface.

Our second project PRE.INC is committed to youth entrepreneurship, and we work with mindfulness during the communication courses.
Methodology of diagnostics development
Collecting data. We talked with internal experts on entrepreneurship, studied theory based on the works of Asmolov, Osterwalder, and Blank. We gathered examples and anti-examples for case questions.

For example, it turned out that teenagers confuse the concepts of a problem, a problematic situation, and circumstances. The question on their differentiation was added to the diagnostics.

Formulation of the questions. The cases referred by different experts were included in the pool of test questions. Then we changed the wording for school children. We described the context, where the content allowed, so the question immersed them in the case and engaged them with its story.

Testing on the target audience. We gathered several groups of school children with different experiences in entrepreneurship and a group of adults to compare the data and make sure that the complexity of the questions is appropriate.

Finally, we calculated the Test Standards, Reliability, and Discriminability. What does it mean?
Mindfulness diagnostic
Interface design
In the diagnostics of mindfulness, the user helps artificial intelligence to train. For the interface to support this story, we made it in the style of regular online communication in a comment feed or a messenger chat.

We examined the interfaces of popular social networks and added familiar elements: the inscription 'the user is typing …', dialog bubbles, and adapted layout for mobile screens.
MINDFULNESS DIAGNOSTIC
Interface design
In the diagnostics of mindfulness, the user helps artificial intelligence to train. For the interface to support this story, we made it in the style of regular online communication in a comment feed or a messenger chat.

We examined the interfaces of popular social networks and added familiar elements: the inscription 'the user is typing …', dialog bubbles, and adapted layout for mobile screens.
Interface design
A 'dialog' approach was maintained for diagnostic of an entrepreneur’s knowledge and skills: the user communicates with the host of the evening show and answers tricky questions as an expert.

We came up with an interface for a new type of response — matching and made it convenient to use both on a large monitor and a smartphone.

Visualized the 'Skill rose'. This diagnostic had many parameters: the level of knowledge and interest in 7 areas of entrepreneurship, interpretation, and recommendations. Everything had to be displayed clearly and compactly, so we chose the 'Skill rose' for the first acquaintance and drop-down explanations for details.
Mindfulness diagnostic
The narrative principle of 'user matters'
Typically, at the diagnostics a person feels like taking an exam, and negative associations make the student want it to be finished as soon as possible.
We use the 'user matters' principle in narrative design by inviting a person to become an essential part of the story and manage it.

For example, in the Mindfulness diagnostic, the user helps to train an artificial intelligence. His mission is more significant than just answering questions.
MINDFULNESS DIAGNOSTIC
The narrative principle of 'user matters'
Typically, at the diagnostics a person feels like taking an exam, and negative associations make the student want it to be finished as soon as possible.
We use the 'user matters' principle in narrative design by inviting a person to become an essential part of the story and manage it.

For example, in the Mindfulness diagnostic, the user helps to train an artificial intelligence. His mission is more significant than just answering questions.
Diagnostic of knowledge on entrepreneurship
The narrative principle of 'user in high position'
School children are used to career guidance being another place where they will be preached at. For this reason, motivation goes down, and even a proper diagnostic becomes painful.

The 'high position' principle shifts roles. In entrepreneurship diagnostics, the user is an expert who was invited to the show to answer the host’s questions about business and project work.
The student is 'exalted' above the diagnostic. The wrong answer in this story is not an exam failure but an unfortunate mistake that is easy to fix.
Diagnostic of knowledge on entrepreneurship
Нарративный принцип «пользователь в высокой позиции»
School children are used to career guidance being another place where they will be preached at. For this reason, motivation goes down, and even a proper diagnostic becomes painful.

The 'high position' principle shifts roles. In entrepreneurship diagnostics, the user is an expert who was invited to the show to answer the host’s questions about business and project work.
The student is 'exalted' above the diagnostic. The wrong answer in this story is not an exam failure but an unfortunate mistake that is easy to fix.
Test Standards are the criteria based on which we decide whether the user coped well with the test or not. Ranges of scores for each test help us make decisions, give interpretations and recommendations.

Reliability was measured using Cronbach's Alpha coefficient. In the Mindfulness diagnostics, it was 0.74 (for case tests, the normal range is 0.7-0.8), for the entrepreneurship test — 0.57. More questions were needed to improve reliability, but this significantly increased the passage time. We decided to leave it the way it is and recheck the reliability on a larger sample.

Discriminability shows how those who handle the whole test well and poorly cope with the specific question. We do not need the question that wrongfully reduces 'A students' overall score or throws extra points to ones who do not study well. Therefore, questions with negative and zero discriminability were excluded.
Results
The 'Ticket to the Future' platform uses new diagnostics to engage more people in career guidance.

Based on the same methodology and interface, we are developing a test constructor and a narrative design guide for the customer. Thus, the customer’s methodologists will be able to make high-quality and captivating diagnostics themselves.
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