My Career Shop

Challenge

The original brief called for a pure marketplace — and that design was well-executed. But it wouldn't support the content-first growth strategy the client actually needed to hit their acquisition targets without a paid media budget. The pivot meant rebuilding the information architecture midway through the project — without discarding the booking infrastructure already designed — while simultaneously designing a content system that could scale to thousands of uniquely generated pages without feeling like a content farm.

Solution

I redesigned the platform in two deliberate phases. Phase one built the marketplace core: counselor profiles with structured credentialing, a custom session scheduling system comparable to Calendly, and a complete payment flow — all optimized for conversion at each handoff point (profile discovery → session booking → payment). Phase two layered on the content architecture: a system of career-path landing pages, each structured to rank for long-tail search queries and designed to convert organic visitors into trial bookings. Each career page follows a conversion-optimized template: salary data and outcomes upfront (what users actually search for), skill requirements and progression paths in the middle (building aspiration), and a counselor booking CTA at the natural decision point. The two layers are woven together by design — a visitor who lands on a 'software engineer salary Canada' page exits either having booked a session or downloaded a career guide, both of which feed the business model.

Outcome

A dual-purpose platform that drives organic discovery through content and converts that traffic into paid counseling sessions — built for long-term growth without dependence on paid acquisition. The booking conversion flow was designed to match the quality standard of dedicated scheduling tools.