B2C Onboarding to help workers find jobs fast
Jobcase is a job search and social media website that connects hourly workers with their next opportunities. The goal of this project was to improve the onboarding completion rate and job posting clicks.
Duration:
4 Months
Company:
Jobcase
My role:
Product Design and UX Research
Team:
Project Manager, Lead Engineer, Data Analyst, Back End, Front End Developers, Team of 15 Engineers and QA Analysts
LinkedIn for workers
…that are not on LinkedIn
Problem
20% of the users didn’t get to the App home
The previous onboarding flow consisted of 10 steps following user login, involving questions about job search preferences and work experience.
By analyzing the metrics, we found that:
15% of users viewed all pages
15% of users skipped the flow directly to the homepage
20% of them didn’t get to the App homepage at all
Research insights
Pain point: bad job matches
I analyzed feedback notes obtained from an NPS (Net Promoter Score) survey because we already had this data available. So to save time and identify recurring pain points, I organized the comments with low scores.
Common topics emerged:
Bad job posting matches for their work experience
Didn't get the job postings they were looking for
Lack of control over Email preferences.
Dissatisfaction with links to external job websites.
Research insights
Looking for a career and not "just another job"
The Brand team worked with a marketing survey company with 1,000 workers, which helped define groups of workers with different profiles.
After that, I collaborated with 3 designers to conduct 9 in-depth interviews to understand how people approached job searching.
My role was writing questions, taking notes, and organizing the affinity mapping activity with the team.
It was clear that some workers had a linear career path and others had multiple skills and valued a flexible schedule.
Research insights
Hypothesis for the success of the new design
If we have a shorter onboarding flow, then the completion rate will increase. Also If people can set up their preferences faster to get better job recommendations in the future, and we can prove that to be true if the retention rate gets better, as well as the number of job clicks.
Challenges
During this project, the company was going through a rebrand
Building the right thing
How to save time AND get good job matches?
I found out that some steps like selecting preferred Companies were not being used to recommend jobs, so I suggested removing them because members valued saving time.
Building the right thing
Just enough steps to get good job recommendations quickly
After talking to the developers, I learned that we could automate the step of adding skills to the profile based on their resume or work experience information. A different team worked on creating this feature so it wouldn't add too much effort for my team, making the process faster.
Usability test with prototype
After running an unmoderated usability test, with 5 participants, I learned that:
- Users had issues clicking on the search dropdown to add new skills.
- Some users mentioned that it was “Too early to upload a resume”, they expected to gain trust the company first by receiving job matches.
Final Design
Engaging animations
Testers had a positive response to the animations, saying that they were "warm, and welcoming".
Showing the value of notifications
I have collaborated with the Brand Creative Director and Copywriter to showcase the value of taking action. Getting notified about jobs was mentioned by participants as the best reason to download a Mobile App.
Upload your resume > Help employers find you
In the previous version, the “Top Job titles” pills with suggestions were not dynamically populated. To increase engagement we replaced them with the most searched-for jobs in the past month.
Adding work experience the classic way
If members start with adding one work experience instead of a resume, they get skills suggestions from that Job title, as a starting point.
… Or take the Resume shortcut
If members start with adding one work experience instead of a resume, they get skills suggestions from that Job title, as a starting point.
Project results
With a shorter and more automated process, we had less people dropping off the App, confirming our initial hypothesis.