Building the Nr. 1 app for the apprenticeship gap.

Let’s be honest: job postings are so 2000. Static PDFs buried on company websites feel outdated to a generation raised on swipes, stories, and instant feedback. Dein Erster Tag set out to change this – and needed a product and brand to provide a new experience for a new generation.

client

“Dein Erster Tag” is part of Studio2B, an organization dedicated to improving access to education and career opportunities.

services

User Research
Brand Strategy
Brand identity
App UX & UI
Web UX & UI
Campaigning
VR experience

industry

Learning

“NOCK NOCK walked with us every step of the way. Together we built a product that helps young people to find their place in the world of work.”

Robert Greve, CEO Dein Erster Tag

The Challenge

Hiring still runs on old mechanics. Text-heavy listings tucked away on company sites miss a generation that expects visual, fast, and interactive experiences by default. Despite thousands of unfilled positions, the issue isn’t talent — it’s a mismatch of expectations, media, and access. The core challenge was to understand how the Gen Z wants to apply and build the product and brand around it.

Our Solution

To create a truly new application experience, we started by diving deep into Gen Z’s needs. Through user research and co-creation, we shaped the ideal app and brand together with the target audience – and translated these insights into a clear, robust development process.

Conducting User Research

We began by listening. Through interviews and workshops with students, we mapped expectations, frustrations, and priorities. Insights like the importance of salary transparency, vacation days, and reliable feedback became the strategic backbone.

But most crucially, Gen Z had one request: "Build an app that makes applying for a job a thumb job!"

Developing the Corporate Identity

We created a brand that feels both credible and playful. Colors, typography, and imagery were selected to resonate with Gen Z while keeping the seriousness of career choices intact. The identity extended across app, website, and physical touchpoints, ensuring consistency and recognition wherever young people encountered the brand.

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Conceptualizing and Designing the App

We designed a mobile-first, swipe-based app that turns job search into an intuitive thumb experience. Clear card layouts surface key details at a glance, while Flutter ensures smooth performance and scalability. Privacy-first sign-ups, parental consent flows, and anti-ghosting safeguards build trust—across app, desktop, and job-fair screens alike.

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Creating the Campaign and the Assets

The launch was supported by a full suite of campaign materials. From social media posts to school materials and trade fair banners, every asset carried the same visual voice. Messaging was bold yet clear: job postings are so 2000. This coherence reinforced the brand and amplified its reach.

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Shaping Classrooms and 3D Experiences

We also extended the experience into schools via Berufo, VR classrooms, and printed QR codes. A consistent design system connected app, website, and marketing.

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The Impact

The results show both reach and resonance:

~500 new app downloads every month
More than 6,100 schools onboarded (≈62% of all German schools), plus 80 job centers
Over 5 million students have used Dein Erster Tag offers
Strong traction on app stores: 4.8/5 stars on iOS (517 reviews) and 50,000+ installs on Android

Another highlight: The app was featured among the Top 10 Education Apps in the Apple App Store.

Beyond numbers, Dein erster Tag has become a recognizable brand in schools, on social media, and at career fairs – meeting Gen Z’s need for a new kind of apprenticeship experience.

With special thanks to:
Evi Graner (UX Design)
Annika Grothe (UX Design)