The Problem
During the COVID-19 pandemic, we have faced a shortage of healthcare workers in the state of Michigan, with an abundance of people needing care. Many healthcare workers who were close to retirement chose to retire early because of the pandemic, and many who were still working got sick and needed care themselves. How can we increase the number of healthcare workers in this hazardous environment?
The Solution
Create a program that targets people who are unsatisfied with their current jobs. Many office workers stated that they felt their jobs were not fulfilling and did not enjoy them. Many young adults are also not interested in the idea of working sedentary office jobs. If they could be convinced to get medical training, they could not only save lives but also have a job that brings a sense of purpose to their life.
Initial Ideation
I knew that in order for this to be a successful program, it would need to tap into people's feelings of frustration at their current jobs and frustrations regarding the pandemic. At the beginning of the project, I thought people would like to see all the things they used to enjoy doing (like spending time with their relatives and going to parties), with the idea that they had the power to do something about it. I created the three posters below, and then conducted user tests with a small group of people.
The feedback received from the user tests indicated that while it's important to express our strength and determination, it was far more important to emphasize our humanity and kindness. So the tone of the messaging was going to shift to be more human and less aspirational. That's when I decided to incorporate a sarcastic tone that pokes fun at the reasons why people may dislike their job. It was also noted that some people viewed COVID-19 guidelines differently-- many felt comfortable visiting their family and attending parties where they trusted everyone's judgment-- so the second two posters might alienate part of the target audience.
Part of the shift in tone involved making the program more youthful, which is when I decided to work with primarily illustrations. The program became named From Suit to Scrubs, after the concept of people ditching their office suits for medical scrubs. The half-suit, half-scrub wearing figure was born, and it served as a sort of mascot for all the people considering a transition into the medical field.
While a high school or college-aged audience might respond to posters, since they are often posted on campuses, that would not necessarily be the most effective way to reach younger adults working in offices. Additionally, many places began to work remotely because of the pandemic, so remote workers probably wouldn't be interacting with any posters. I decided that a website would be a more effective tool for this project, as it could both promote and inform. The website was divided into 4 main categories: a job search tool, education search tool, a skill development panel, and a prompt to share your successful job/education journey on social media.
Landing Page
The company's tone became sarcastic, casual, and a little bit ridiculous. It was important to acknowledge that this is a "big ask"-- asking people to completely change their careers is a big deal-- and reassure people that it's okay to want something better, something more meaningful. The style overall is minimal and playful.
Job Search & Education Search
These pages were designed to be used together, a user could either start by looking for a job they wanted or by the amount of education they were interested in getting, and then finding either a job or education program that matched their initial search. This way, people who were undecided on a career path would be presented with reasonable options for their circumstances, while people who knew what they wanted could find out what their next steps should be.
It was also important to be able to search for a job based on criteria that mattered to younger adults, such as the amount of hours they wanted to work, the type of work environment, the location, and the general vibe of the company.
Social Media
Once a user either accepted a job offer or was accepted into an education program, they would be prompted to take a photo and create an image that they could share with friends on social media.
Skill Development
This section contains articles written to help people with job, interview, and technical skills related to the medical field. Such topics as networking, elderly care, drawing blood, and interview preparation would be discussed in short articles written in the tone of the website-- sarcastic, relatable, realistic, and light-hearted. They are meant to be easily digestible and not intimidating. In hindsight, the illustrations for this page use too thin of a line weight and need to be made more visible.
Design Challenges
Posters were not the right media for the target audience, so something new had to be created to promote the Suit to Scrubs program. A short video advertisement could reach more young adults, since they could be played on Youtube videos, streaming services, and television commercials. Time became a constraint at this point in the project, so instead of animating an entire video I produced style frames for the final pitch presentation.
The Cast of Characters
The zombie half-suit, half-scrub figure was already a main part of this project, so I needed to create other characters that would fit into his world, put them all together, and provide some context for their existence.
Final Style Frames
Final Outcomes
From Suit to Scrubs is a program that helps people realize they deserve better jobs, jobs where they feel needed and have meaningful work. This website makes the connection between the job a person wishes they had and the job they have now. Its resources help people discover their new path and how to go about pursuing it. The medical field is one of the most selfless fields to go into, and often brings joy and fulfillment along with it. People suffering from the COVID-19 pandemic could use a little bit of that joy and benefit from the care of someone who truly loves their work. No one should dread going into the office everyday.