Client
Role

Lead Product Designer & Researcher

Resposibility

Product Design
UX research
Interaction design

Team

Rajpal  (Product Designer & Research)
Ravish (Product manager)
Aditya (Full Stack Engineer & CTO)

Success Criteria

Increase in Conversion rates by 70%
Increase in successful resume download by 50%
Increase in click rates on new features
Increase in Signups & premium subscription

About the project

Optimise the resume creation experience at Hiration

Hiration is a start-up which operates in the space of helping job seekers & offerings range from resume builder, digital portfolio, LinkedIn review, interview preparation & technology used are react & GPT(GPT 2.0 at the time of project) for auto suggestions, profile review on linkedin etc.
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Although they had many products to offer & in pipeline major traffic was attracted by there Resume builder tool, & since they never had a proper designer in their team, I joined as an consultant to re-invent the resume builder for them, scope of work included visual refinement, conversion rate optimisation & optimise how to show different features team had in mind.

The Process

Classic double diamond

Discover

  1. Primary research : Session recording -unmoderated usability testing
  2. Secondary research : Google analytics + competitor analysis

Define

  1. Insights
  2. Themes
  3. Opportunity area
  4. HMW

Develop

  1. Ideas
  2. Wireframes

Deliver

  1. Hi- fidelity Designs
  2. Most used feature
Discover / Primary research

Session recording -unmoderated usability testing

Reseach Questions:

  1. Where are we losing most users & why ?
  2. Which are the most used features/use case?
  3. Are users using new feature(AI assistant, job match etc.)?
  4. What  are the major Usability issues in Resume builder application ?
  5. How to make users buy premium. ?

Research Method

  1. Session recording -unmoderated usability testing on Smarlook ( Primary research method )
  2. Google Analytics : Conversion rates & click rate
  3. Competitor analysis : How they are solving it ?  
  4. User feedbacks
Define / Insights

Drop-off rates

Define / Insights

Old Designs

Define / Themes

Research findings & Hypothesis

Conversion rates

  1. We are losing lot of users as they are getting lost or confused at pages before resume builder, specially Choose user profile page (69% drop off rate)
  2. Premium tag acting like a red flag & pushing users to choose blank template  ! And Building resume on blank template is a daunting task.

New Features

  1. Some user quickly closed AI assistant : maybe design is not welcoming, or user is in a mental model to quickly create the resume
  2. New features AI assistant, auto-suggestion & job match were getting very minimum clicks, some users with premium plans also didn’t use it, Is discoverability is an issue here?

User goals

  1. Switch design was most used feature, users taking most time in choosing this, even changing design/template/colors multiple times inside resume builder .
  2. Building a good looking resume is a major goal for user. Along with adding content.
  3. Users need features like spacing, font change, color change & choose date format (from user feedbacks)
  4. Users take a lot of time to fill the content, so new features such as auto-suggestion have potential to add value.

Future Scope

  1. Qualitative research to better understand user needs, goal & pain point
  2. How do they feel about new features , such as AI assistant, auto suggestion, job match etc. what are the opportunity for improvement ?
  3. How might we help users to write good content for their resume.
Define / HMW

HMW.. & Less is more !

How Might We....

  1. HMW  reduce user drop-off before they reach Resume builder ?
  2. HWM increase discoverability of AI Assistant feature ?
  3. HMW help users to easily change designs & colours ?
  4. HMW  better present  different features team has come up with on UI ?
  5. HMW improve visual design of the product to make it look premium ?

Proposed Solutions

  1. Remove choose User profile screen from the user flow
  2. Remove premium tag from user flow, let users explore full capabilities of application then nudge them to sign-up or buy premium.
  3. Keep Intelligence panel open & allow it to dynamically suggest according to which section of resume user is in create content.
  4. Contextual design + white spaces

Ideate / Wireframes

Low- fidelity wireframes

Deliver / Hi-fidelity Designs

Basic Layout

Deliver / Most used feature

Switch Design & Color Scheme

Deliver / Contextual design

Options for selected section

Summary

Results

  1. Conversion rate improved by approx 40%, mostly due to removal of choose user profile page
  2. Number of Resume download clicks increased by 23%, indicating more users were able to complete resume building
  3. Unmoderated usability testing can bring lot of insights and doesn't cost much, screen recordings can be a good starting point for UX research.
  4. Screen recordings + data from google analytics can tell "what" but need qualitative research for "why's"