30% Increase in Onboarding completion rate

Jobcase is a social media and job search website that connects hourly workers with job opportunities. The goal for this project was to increase the number of clicks on job postings, starting by improving the onboarding completion rate.

Company
Jobcase

My Role
Product Design and UX Research Activities

Duration
4 Months

Product team
Project Manager, Lead Engineer, Data Analyst, Back End and Front End Developers, and team of 15 Engineers and QA Analysts.

Deliverables:
User Research
Data analysis visuals
Prototypes
Final specs
Asset production

Jobcase, the LinkedIn
for the working class

Jobcase helps workers without a traditional four year degree by fostering a helpful community of fellow workers and employers.
With over 20 million monthly unique visitors, the main revenue stream is the job listings aggregator, followed by it’s own employer facing platform launched in 2022.

 
 
 

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

 
 

Pain point: bad job matches

To gain a deeper understanding of Jobcase members' overall experience, I analyzed feedback notes obtained from an NPS (Net Promoter Score) survey. To identify recurring pain points, I organized the comments with low scores and some 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.

 
 

Uncovering expectations

To understand users’ expectations, I conducted a Card-sorting activity involving 50 participants. All were actively job searching and the activity sessions were recorded so we could capture their thoughts while sorting the cards.
The cards described current features and new ideas created by the product team, and participants had to add them to one of the 3 groups: 5 Most important, Nice to have, and Not important features.

 
 
 

Findings:

  1. Uploading resume - A fast and efficient way to add information, better than filling out a form.

  2. Saving a resume - A great way to apply with one click, and save time.

  3. Finding jobs that match my skills was perceived as one of the main services provided.

  4. Connecting with employers was highly ranked.

  5. Salary information - Helps save time and avoid pursuing jobs with low pay.

 
 

Designing for experienced workers and those looking for new careers

Short story about creating data-informed personas.

Jobcase started a process to understand users better and worked with a marketing survey company with 1,000 workers by Qualtrics analytics, which helped define groups of workers who could be more receptive to the product offerings.

From the 5 groups defined based on behavior, 2 that were more open to engaging online: Connected and Confident, and Experienced and In-demand

 

Then the design team conducted 9 one-hour in-depth interviews to understand how people currently approach job searching, and what could be improved. My role was creating interview questions, taking notes, organizing the affinity mapping activity with the team, and creating artifacts to share our findings.

 
 

Prioritizing steps for better job matches

After learning more about users, metrics, pain points, and expectations, it was time to evaluate the current flow and propose a new one. I found out that some steps were not being used to recommend jobs, so I suggested removing them for the sake of simplicity and because members valued saving time.

 

The diverging path catered to members with an established career and inexperienced workers, both groups could rely on their skills to discover new opportunities.

By parsing their resumes to extract skills, it took less effort to think, name, and ultimately add skills to their profile. The idea was to pre-fill information whenever possible and reduce friction.

 
 

Considering transferable skills

Many workers that we talked to have diverse work experiences instead of a linear career path. They reported struggling to find jobs with opportunities to grow and learn in-demand skills.

Help workers identify and highlight transferable skills gained from their diverse experiences. These skills can be valuable assets in different roles and industries.

 
 

Rebrand and Redesign

During this project, Jobcase also went through a rebrand, and part of my duties was to create our new Design System components and guidelines. Before making changes to the flow, I redesigned the steps according to the new brand, so the new version could have a base for comparison with the same style.

 
 
 

Fixing interactions with user testing

I ran an unmoderated usability test, with 5 participants, using the onboarding flow for the web version as it was launched earlier.

And 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 Designs

These are the final Onboarding flow designs, by creating a clickable prototype in Figma I could communicate interactions better with developers and PM, creating a more exciting vision to work towards.

 

Engaging animations to set the tone

The initial pages set the tone for the new Jobcase brand as human, warm, and welcoming. The dynamic and fun animations also served to differentiate Jobcase from competitors.

 

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

By uploading a Resume users can automatically add all work experiences and all skills. Because this parsing process is not always perfect, there is a note saying that users can edit the information.

 

Results

With the new version there was an increase of 30% in the number of users that completed the flow.
The next steps would be to monitor and user test this flow, to find ways to increase the number of users that add information to their profiles.

Thank you!

If you have any questions, comments, kind words, please don’t hesitate to get in touch!