SHL Deliverable
UX Strategy
A strategic UX initiative focused on elevating SHL’s talent assessment experience. The work combined research, persona development, journey mapping, and iterative design to help SHL understand user behaviours, uncover friction points, and shape a stronger product direction for their assessment ecosystem.
Client:
SHL
Role:
Head of UX – Talent Strategy and Insights
Year:
2023
Challenge
SHL needed clearer insight into how different user groups interacted with their assessment products. Existing data felt fragmented, and internal teams lacked a shared understanding of user motivations, behaviours, and pain points. This slowed down decision-making and led to inconsistent design outcomes across products
Objective
Define user segments with precision, build evidence‑backed personas, and translate research into practical design artefacts. Create wireframes, prototypes, and testing cycles that support a unified product direction. Align cross‑functional teams around a common view of the users and ensure design decisions stay grounded in research. Include Accessibility and Inclusivity end‑to‑end: design and test to WCAG 2.1 AA, make all assessments accessible (materials, consent, surveys, platforms), and document findings with remediation plans
Results
Delivered a suite of research-led design outputs that strengthened SHL's user understanding, improved journey clarity and accelerated product decision-making, including:
Research-driven persona system that shaped design and roadmap choices across teams
Introduced refined user journeys that clarified friction points and opportunities
Produced high-quality wireframes and prototypes that sped up stakeholder alignment and improved feature clarity
Ran structured usability testing cycles, integrated feedback and helped SHL establish stronger, user-led foundation for future product improvements
Accessibility (WCAG 2.1) and Inclusivity:
Ensured UX & product worked together to share solutions with engineering team that adhered to WCAG 2.1 standards. Including inclusive design practices to cater to diverse user needs, informed by the latest accessibility standards, alongside actual customer research and end to end customer involvement to ensure standards were kept
