Job Hai is a job-seeking portal tailored to the unique needs of blue and grey-collar job seekers in India, a sector that remains largely unorganised. I spearheaded the redesign of the Android app’s home tab to enhance UX through personalised guidance, thereby increasing the app’s overall value and encouraging repeat visits by registered users.
Objectives
Enhance user guidance, update visibility, and job discovery for job seekers; boost engagement & communication for the company.
Constraints
COVID-19 restrictions limited interviews to phone calls, metrics were incomplete, and stakeholders had differing definitions of key terms.
COVID-19 Restrictions
Due to the pandemic, all interviews were conducted over phone calls as the user base either lacked access to video calling software or were not comfortable using it.
Incomplete Metrics
Not all touchpoints were tracked; for example, we could not differentiate between users who opened the app via push notifications and those who returned organically.
Ambiguity in Language
There was a lack of consensus among stakeholders regarding the definitions of key terms like ‘product engagement’ and ‘return users’, leading to misunderstandings.
Desired Impact
Create a personalized home tab, increase number of applications and profile completions, and develop a scalable design for diverse users.
Create a personalised home tab tailored to different user types.
Enhance product engagement, measured by an increase in job applications for relevant positions, higher profile completion rates, and more callbacks from recruiters.
Develop a scalable design capable of accommodating a growing and diverse user base with varying needs.
Solution
A dynamic task-based home tab that updates daily, guiding users through job applications, recruiter responses, new features, and profile updates.
I created a dynamic task-based home tab design to address three user scenarios.
The task section at the top updates daily, guiding users through applying for jobs, responding to recruiters, referring the Job Hai app, discovering new features, and completing or updating their profiles.
Process
Analysing data, desk research, phone interviews, product workshop, concept development, final delivery
Analysing Data
Time period of metrics tracked: 10 days
Return definition: Registered users who come back to the product the next day after registration
85% (app) and 75% (web) users return
Of returning users, 34% are organic and 66% return after the first push notification of the day
75% of returning users land on search result page, with 50% applying/calling on an average of 3 jobs
Push notifications primarily lead to job description pages (job discovery)
66% of users return after communication is triggered, but it’s unclear if they clicked on the push message.
Desk Research
Spoke to designers from different business verticals at InfoEdge to gather best practices and insights from previous home tab designs.
Identified key sections to add - profile completion touchpoint, recruiter response update, job recommendations, top match jobs, and tips.
Phone Interviews
Conducted phone interviews with 20 participants and bucketed four user types.
Journey Mapping: Created to understand the job seeker’s journey, identifying three user states:
1. Zero Applies: Job seeker hasn’t applied to any jobs.
2. Applied: Job seeker has applied to some jobs.
3. Response Received: Recruiter has responded to the job seeker.
Product Workshop
Conducted brainstorming and sketching sessions with key stakeholders to visualize ideas.
Explored two concepts - redesigning the home tab and replacing it with a modified search results page. Decided to retain the home tab for future scalability.
Developed sketches incorporating stakeholder feedback and agreed-upon elements as indicated by purple dots in the image.
Defined engagement metrics - number of applications on relevant jobs, profile completion rate, number of callbacks from recruiters.
Concept Development
Developed two concepts for the home tab:
1. Stories: Display all dynamic content.
2. Task-Based: Assign daily tasks to each user to increase recruiter responses.
After discussions, I concluded that the stories concept was not feasible due to content generation challenges. The task-based concept was chosen for its practicality and effectiveness across different user stages.
Final delivery
Implemented the task-based home tab redesign, catering to users at various stages of their job-seeking journey: zero applications, some applications, and received responses.
Reflections
Thoughts about the project.
Sketching workshops actually helped to align the team faster than ever before, as everyone had a common language to speak with.
Setting target metrics & defining them makes the impact of design measurable.
There were many different states in each case. Working with developers earlier would have saved us from having to redo parts of the project after completion.
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