Reframing Irrelevance with Malu Journey

Reframing Irrelevance with Malu Journey

Crafted a flexible, human-centered framework for women in transition so that Malu Journey can meet them where they are.

who

Malu Journey

WHEN

2025

Opportunity

When layoffs started disproportionately affecting women in leadership positions, there was a glaring gap in professional support services that met women where they were. While therapy helped process the past and coaching focused on future goals, no one was addressing the complex reality of career transitions. Malu Journey spotted this opportunity to create something different. The founders recognized that women navigating these transitions needed a space to work through what they wanted to coin the "fear of irrelevance" and find ways to help them build their path forward.

OUTCOME

A nuanced, personalized approach that could flex and adapt to each woman's unique situation and readiness for change. Through our interviews, we discovered the "fear of irrelevance" wasn't just about job loss – it stemmed from toxic workplaces, structural barriers, and internal irrelevance. However, the real breakthrough came when we identified four different mindsets women adopted to cope with these pressures, each reflecting a unique balance between inner relevance and external relevance. This insight led to the creation of the "Deep Sea Framework," allowing Malu Journey to meet women exactly where they were on their journey. Rather than offering a one-size-fits-all solution, the framework helped identify whether someone needed the full therapeutic experience or a lighter touch based on their current life circumstances, from caretaking responsibilities to financial pressures.

ROLE + PROCESS

I collaborated with another researcher, alternating between conducting one-hour Zoom interviews and taking notes for 16 interviewees. Together, we analyzed and coded the interview data, identifying key patterns and themes that informed our design intervention strategies. We collaborated with our quantitative researcher to develop survey questions that would validate our qualitative findings at scale. Throughout the process, we delivered weekly insight reports to the founders, ensuring our research aligned with Malu Journey's mission and business objectives.

Curious about the full process? Feel free to get in touch!

IMPACT

Malu Journey took our "Deep Sea Framework" and strategic recommendations to shape its core and secondary programs. We're excited to see how their work evolves and the lasting impact of the program and community they are fostering.