Age: 49 Education: Accounting Office Associate’s Degree, Tacoma Community College Location:...

Age: 49 Education: Accounting Office Associate’s Degree, Tacoma Community CollegeLocation: Federal Way, WAOccupation: Unemployed, formerly BookkeeperHobbies: Babysitting her two toddler grandchildren, movies, casinoFavorite TV Shows: Top Chef, Dancing with the Stars, 30 Rock

Age: 49 Education: Accounting Office Associate’s Degree, Tacoma Community CollegeLocation: Federal Way, WAOccupation: Unemployed, formerly BookkeeperHobbies: Babysitting her two toddler grandchildren, movies, casinoFavorite TV Shows: Top Chef, Dancing with the Stars, 30 Rock

Use Cases:• a• b• c• d


User Goals Understand benefitsGet benefitsFind a job

User Goals Understand benefitsGet benefitsFind a job

ESD Goals Decrease staff time per benefits application/filing Decrease time to new job Integrate ESD information into job search

ESD Goals Decrease staff time per benefits application/filing Decrease time to new job Integrate ESD information into job search

Beth UI Claimant Job Seeker

ESD Knowledge: Low—Medium--HighSite Usage: Low—Medium--HighWeb Savvy: Low—Medium--High

Beth UI Claimant Job Seeker Unemployment is new and very uncomfortable for Beth, who has always been self-sufficient and committed to her career. Her last job was in finance for an insurance company, where she processed payments for seven years before getting laid off.

Unemployed for the last eight weeks, Beth is eager to land a new job. She wouldn’t mind remaining in the finance industry, but is open to trying a new job where she can apply her skills. She would like to make at least $18 an hour, and understands that she may need some training courses to change careers. Beth has a computer at home and is proficient online and when using Microsoft Office.

It had been some time since Beth needed a resume. A little on the shy side, she is unsure of her interviewing skills, so she goes into her local WorkSource Center for resume classes and training workshops. She checks WorkSource job listings several times a week, and has had five job interviews. Beth relies heavily on her weekly UI benefits, and admits that she is so fixated on filing her weekly claim online, that she doesn’t pay attention the other information on the site.

She drives a 2006 Hyundai Elantra sedan that is still in good condition. Beth is divorced and has two grown children, and two grandchildren. She enjoys her independence and is grateful for her life.

Unemployment is new and very uncomfortable for Beth, who has always been self-sufficient and committed to her career. Her last job was in finance for an insurance company, where she processed payments for seven years before getting laid off.

Unemployed for the last eight weeks, Beth is eager to land a new job. She wouldn’t mind remaining in the finance industry, but is open to trying a new job where she can apply her skills. She would like to make at least $18 an hour, and understands that she may need some training courses to change careers. Beth has a computer at home and is proficient online and when using Microsoft Office.

It had been some time since Beth needed a resume. A little on the shy side, she is unsure of her interviewing skills, so she goes into her local WorkSource Center for resume classes and training workshops. She checks WorkSource job listings several times a week, and has had five job interviews. Beth relies heavily on her weekly UI benefits, and admits that she is so fixated on filing her weekly claim online, that she doesn’t pay attention the other information on the site.

She drives a 2006 Hyundai Elantra sedan that is still in good condition. Beth is divorced and has two grown children, and two grandchildren. She enjoys her independence and is grateful for her life.

Michelle Non-Claimant Job SeekerMichelle is a 29-year-old single mother living in Vancouver, Washington. Her husband recently left her and two children, ages 7 and 3. Michelle has worked as an administrative assistant, but not since her children were born. She seeks training that will propel her up the career ladder in business administration. She’s willing to take bookkeeping, accounting and possibly HR courses to open up opportunities for herself.

She’s open to any career path as long as the entry-level position has growth potential. She took some courses at a technical college after high school, but financial and family circumstances made it impossible for her to continue. She knows she’s not well-educated, but she’s smart and determined to provide a good life for her children. She’ll do whatever it takes to achieve that goal, but often feels frustrated. She can’t seem to find work that pays more than $12 an hour—and she’s got bills to pay. That gives her a sense of urgency.

Michelle is laser-focused on checking WorkSource job listings and doesn’t see the need to research jobs or careers until she finds a lead. She checks go2WorkSource.gov several times a week for job openings. She also goes into her local WorkSource Center for resume classes and interviews with her employment specialist. Michelle also looks at job listings on moster.com, craigslist.org and careerbuilder.com. She is leery of any site which charges users a fee.

Michelle is taking all the classes she can at the local WorkSource Center. She has a computer at home and is a whiz at basic Microsoft Office skills. She took the assessment tests and her job counselor introduced her to information about occupations she has expressed an interest in. She loves NASCAR races and is an avid fan of “Dancing with the Stars.” She and her two children are living with her mother temporarily until she can get established on her own.

Michelle is a 29-year-old single mother living in Vancouver, Washington. Her husband recently left her and two children, ages 7 and 3. Michelle has worked as an administrative assistant, but not since her children were born. She seeks training that will propel her up the career ladder in business administration. She’s willing to take bookkeeping, accounting and possibly HR courses to open up opportunities for herself.

She’s open to any career path as long as the entry-level position has growth potential. She took some courses at a technical college after high school, but financial and family circumstances made it impossible for her to continue. She knows she’s not well-educated, but she’s smart and determined to provide a good life for her children. She’ll do whatever it takes to achieve that goal, but often feels frustrated. She can’t seem to find work that pays more than $12 an hour—and she’s got bills to pay. That gives her a sense of urgency.

Michelle is laser-focused on checking WorkSource job listings and doesn’t see the need to research jobs or careers until she finds a lead. She checks go2WorkSource.gov several times a week for job openings. She also goes into her local WorkSource Center for resume classes and interviews with her employment specialist. Michelle also looks at job listings on moster.com, craigslist.org and careerbuilder.com. She is leery of any site which charges users a fee.

Michelle is taking all the classes she can at the local WorkSource Center. She has a computer at home and is a whiz at basic Microsoft Office skills. She took the assessment tests and her job counselor introduced her to information about occupations she has expressed an interest in. She loves NASCAR races and is an avid fan of “Dancing with the Stars.” She and her two children are living with her mother temporarily until she can get established on her own.

Age: 29 Education: 4 quarters, Business Administration, Clark CollegeOccupation: Unemployed, formerly Administrative AssistantLocation: Vancouver, WACar: 1998 Honda CivicHobbies: Plays guitar, volunteers in school activitiesFavorite TV Shows: Ultimate Fighting, Glee, Dancing with the Stars

Age: 29 Education: 4 quarters, Business Administration, Clark CollegeOccupation: Unemployed, formerly Administrative AssistantLocation: Vancouver, WACar: 1998 Honda CivicHobbies: Plays guitar, volunteers in school activitiesFavorite TV Shows: Ultimate Fighting, Glee, Dancing with the Stars



User Goals •Upgrade skills•Land a good-paying job•Advance career

User Goals •Upgrade skills•Land a good-paying job•Advance career

ESD Goals •Attract her•Become a trusted resource•Be the place she finds her next job

ESD Goals •Attract her•Become a trusted resource•Be the place she finds her next job

Michelle Non Claimant Job Seeker


Gina Employer

Gina is the classic small business owner – she juggles multiple roles at her company and makes all of the major decisions when it comes to hiring, operations, sales and marketing. Unlike many employers whose payroll services file UI taxes on behalf of their companies, Gina is among a group of her peers who still files on her own.

She will be quick to remind you that she has very little time, and that filing for UI taxes is one of the dozens of items on her to-do list. She is very no-nonsense during the workday, and devotes a bulk of her time to sales and meetings. Her expectation with esd.wa.gov is the site will support her utility needs. She gets in and gets out.

Gina’s business took a dip in 2009, but revenues are slowly on the rise, and she has managed to keep her 12 employees on staff. She is sensitive to today’s economy, and needs each staff member to pitch in and do more. When interviewing job candidates, she looks for people who can contribute in multiple areas and adapt quickly to change.

Gina is active in her local Chamber of Commerce, is a UW Alumni Association board member, and has a fitness and social membership to the Bellevue Club. She is married and has two children who are in college. She lives in a spacious 4-bedroom home in Bellevue, Washington. Now that they are empty nesters, she and her husband are considering selling the house and moving into a condo. She drives an Audi A4 sedan and her husband drives an Acura SUV. She spends many weekends gardening and catching up on work email.

Gina is the classic small business owner – she juggles multiple roles at her company and makes all of the major decisions when it comes to hiring, operations, sales and marketing. Unlike many employers whose payroll services file UI taxes on behalf of their companies, Gina is among a group of her peers who still files on her own.

She will be quick to remind you that she has very little time, and that filing for UI taxes is one of the dozens of items on her to-do list. She is very no-nonsense during the workday, and devotes a bulk of her time to sales and meetings. Her expectation with esd.wa.gov is the site will support her utility needs. She gets in and gets out.

Gina’s business took a dip in 2009, but revenues are slowly on the rise, and she has managed to keep her 12 employees on staff. She is sensitive to today’s economy, and needs each staff member to pitch in and do more. When interviewing job candidates, she looks for people who can contribute in multiple areas and adapt quickly to change.

Gina is active in her local Chamber of Commerce, is a UW Alumni Association board member, and has a fitness and social membership to the Bellevue Club. She is married and has two children who are in college. She lives in a spacious 4-bedroom home in Bellevue, Washington. Now that they are empty nesters, she and her husband are considering selling the house and moving into a condo. She drives an Audi A4 sedan and her husband drives an Acura SUV. She spends many weekends gardening and catching up on work email.

Age: 52 Education: Bachelor’s in Business Administration from UWOccupation: Business OwnerLocation: Bellevue, WAHobbies: Gardening, travel, eating out, hiking, runningFavorite TV Shows: Dancing with the Stars, Grey’s Anatomy, Modern Family

Age: 52 Education: Bachelor’s in Business Administration from UWOccupation: Business OwnerLocation: Bellevue, WAHobbies: Gardening, travel, eating out, hiking, runningFavorite TV Shows: Dancing with the Stars, Grey’s Anatomy, Modern Family



User Goals Understand regulationsGet and post formsPost jobs

User Goals Understand regulationsGet and post formsPost jobs

ESD Goals Decrease staff time needed to support employersFacilitate job posting and hiring of people job seekersEncourage compliance in employers

ESD Goals Decrease staff time needed to support employersFacilitate job posting and hiring of people job seekersEncourage compliance in employers

Gina Employer


Age: 49 Education: Accounting Office Associate’s Degree, Tacoma Community College Location:...

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