The two websites for this project were stuck on old, non-responsive platforms and performance metrics were down. We needed redesigned websites that would allow job seekers to more easily apply to jobs, employers to learn about our services, and the business to collect resumes. The design team consisted of me, plus 2 fairly junior ux designers (this was their first real ux project). The larger team had a project manager, 1 developer, an IT team to help with backend integrations, an SEO specialist, and a copywriter. We had about 6 months in total, but only about 2 months for our entire UX and design process (plus 2 other websites and a rebrand). Therefore, we needed to work very quickly while following the right process in order to ensure improved metrics following launch.
Screens from our presentations, discovery sessions, workshops, wireframes, and more
THE UX PROCESS
After discovery sessions with the business stakeholders, we went straight to work on personas. Due to time limits, I gathered anecdotal personas by interviewing recruiters and BDMs in the field. I asked them about specific candidates and clients they knew well. Then I used Google Analytics and Hotjar to help round out the info and to find out more about why the site was failing our users and our business.
Next up: IA, user flows, and the site map development. My team took all the pains and gains from the personas and moved them into clusters that worked together. We developed topics, then potential site sections around these clusters, and mocked up user flows to make sure everything worked. We kept the business goals top of mind during all of this, and made sure that our IA was set up to improve conversions.
New home page experience
DESIGNING A BETTER EXPERIENCE
We made sure the new sites answered the pains and gains of our users. Job seekers want to know how we work, why they should bother with us, and most importantly—they want to know that we aren't the typical, pushy, not-out-for-your-best-interests staffing company.
We worked with our copywriter to bring the value prop front and center. We made the content easy to find and enjoyable to read. We also made it incredibly easy to upload a resume and be done with the job search. Since the backbone of the business’ value proposition is that they really care for you, look out for your best interests, and will help you find, land, and prepare for a job you love—what better way to prove it then to allow the website to do the same thing? Now a user can quickly send their resume to a recruiter, who will reach out and help them directly, so a user doesn't have to comb through a bunch of job posts that may not be right for them.
The old sites had overall conversion rates of only 15% and 19%. I assumed the problem was this: users first would have to do a job search, then find a job worth clicking on, then be ready and willing to apply to it, and then make it through our complex application process. It’s not very surprising that only ~17% of visitors made it through.
By optimizing the site for resume submissions, the conversion rates increased to 22% and 23% site-wide, in less than a month. That's a 38% and 18% increase in applications. We're expecting this number to increase even more as we continue to test and optimize. Even better? We increased applies on mobile + tablet by an average of 65% across the brands.
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