Increasing conversion rate: Job seeking website redesign

"Swipe, Match and Get hired." Seekr is a platform that aims to help businesses and entry level workers find each other and work together in a seamless and efficient manner. Seekr aims to simplify the process of finding, applying for a job, and getting matched by swiping and communicating with employers directly.

INTRODUCTION

PROJECT CONTEXT

  • Four weeks - Feb. 2023
  • Team Project (Four UX/UI designers)
  • Client: Seekr CEO (Darren Himebrook)

MY ROLE

  • UX Researcher & UX/UI Designer

PROBLEM STATEMENT

“Seekr has experienced low conversion rate.”

  • Seekr’s website hasn’t been acting as an efficient bridge to downloading their application.
  • Seekr's website hasn’t showcased key features of the product in an attractive and efficient manner.
  • Seekr is looking to improve its presence on the web and drive conversions from their site to their app.
  • Seekr doesn’t have a clear consistency and brand personality due to the lack of their own design system.

SOLUTION

As a design team, we audited the current site, use UX best practices, research, and competitive analysis, and design a new site that helps convert potential users, to actual users.
Place call-to-action buttons in prominent locations, such as the top and bottom of the landing page and "How It Works" page. This makes it easy for users to find and download the product.
Include a "how it works" page that provides clear guidance to users before they download the app.
Establish a consistent style guide for the website and app design to showcase a distinct brand personality that aligns with the brand values and messaging.
Present the key features and benefits in a clear and compelling manner that captures users' interest.
We created a responsive mobile view because most users access our site from their mobile devices.

RESEARCH + SYNTHESIS

We studied seven websites that share similarities with Seekr's, exploring how they show their app architecture, functionality, and market the product's benefits and key features to drive app downloads. As a result of our analysis, we identified 11 key characteristics and organized our competitive analysis by these characteristics.

COMPETITIVE ANALYSIS

 
We wanted to figure out what entry level job seekers would expect from job seeking platforms and what pain points they have. We reached out to entry level job seekers through Linkedin and asked for the interviews with those who are actively looking for a job.

USER INTERVIEW

 
Based on the research and user interviews, we found some common frustrations and what entry levels would expect when looking for a right platform to get a job.

EMPATHY POINTS

GOALS🤓

  • Simple job application (easy apply)
  • Being able to find a right job that doesn’t require much experience
  • A job seeking platform that shows clear credibility
  • Being able to communicate with employers more easily and efficiently

FRUSTRATION 😵

  • I don’t have much experience but some platforms are not entry level friendly.
  • Hard to communicate with employers. 
  • There are too many complicated steps to apply for a job. 
  • Some job postings lack necessary information; hourly rate, working hours
Our design team decided to create 3 main screens for this redesign.

  • Landing page : Highlight Benefits / Key features & Credibility

  • How it works : Guiding users to see how to use the app step by step

  • Contact us : In case of having any questions before downloading or having trouble with using the app

WIREFRAMING

WEB VIEW

MOBILE VIEW

USABILITY TEST

After we created the wireframes, we conducted tests for web and mobile views to figure out how they feel when browsing the website and to see if they would like to download the app and learn more about it. Based on the usability testing, we incorporated the findings and improvements into our designs
  • Understood main value: efficiency
  • Understood the functionality of the app
  • Able to find the buttons to download the app
  • Clear guidance to use the app

✅ POSITIVE

  • Too much text on such a little screen
  • Need basic information before reaching out to CS
  • Would like to see testimonials: Credibility

⚠️ NEGATIVE

ITERATION

REDUCE THE AMOUNT OF TEXT

By showing these simple illustrations, users can intuitively understand how the app works and how easy it is to apply for a job.

TESTIMONIALS

Users were concerned about the app's credibility, so we added testimonials to the landing page to increase trustworthiness.

FAQs

Users might not want to contact to CS directly to gain the information they need. Instead, we added FAQs to simplify the questioning process.

FINAL DESIGN

LANDING PAGE

Original

New

HOW IT WORKS

In the redesign we added a new "How it Works" page to further increase users' understanding of how to use the platform, which was a big pain point in the previous design.

Contact Us

Original

NEW

In the previous design, there was no "FAQs' page. Since we gained an insight from usability tests that users might not want to contact CS even though they have some questions about the app. Therefore, we created FAQs page so that users can find answers without contacting CS.

MOBILE VIEW

TAKEAWAYS

Miami-based startup Seekr needed to improve their website's marketing role to showcase the product's usability and advantages, and motivate potential customers to download the app. This required a lot of research and brainstorming on various solutions to address the user's curiosity from a UX perspective.

HOW TO INCREASE CONVERSION RATE

Four UX/UI designers, myself included, collaborated on this project. To ensure timely completion of the task, we created a project plan with clear objectives and timelines, appointed a weekly project leader, and used effective communication and leadership skills to check team member progress, present design decisions to clients, stakeholders, and receive feedback.

TEAM COLLABORATION & LEADERSHIP

However, the only downside was that Seekr is still in its early stages and is more actively communicating with local employers than job seekers. It was challenging to conduct user testing targeting job seekers. If we could have communicated more with the actual users of the product, we might have come up with more practical solutions.

IF WE HAD MORE TIME…

As Seekr continues to gain traction, we understand the importance of maintaining an optimal user experience for its potential customers. To ensure this, we will prioritize regular communication with users and gather feedback to identify areas for improvement. Based on this feedback, we will proactively make updates and improvements to the website to provide an optimal user experience that meets the evolving needs of its users.