Elevating the user experience and performance of a responsive job-hunting website
Elevating the user experience and performance of a responsive job-hunting website
B2C Job searching platform aiming to make international students' life easier
B2C Job searching platform aiming to make international students' life easier
Timeline
Jun 2023 - Oct 2023
Contribution
User Research, Conceptualization, end-to-end design & delivery of key features
Team
Product designer, Product manager, Engineers
Background
Background
Context
Context
Context
Haitouwang is a job search tool initially built by a group of engineers at GoValley¹. Unlike LinkedIn or Glassdoor, the website is designed for international students, aiming to be an effective tool along their journey to landing a dream job.
¹ Founded in 2015 by a team including Peking University computer science alumni, MIT affiliates, former Baidu product managers, Harvard scholars, and Hong Kong listed company directors, the team is leveraging extensive experience in tech job coaching, dedicated to strengthening the global Chinese tech community.
Haitouwang is a job search tool initially built by a group of engineers at GoValley¹. Unlike LinkedIn or Glassdoor, the website is designed for international students, aiming to be an effective tool along their journey to landing a dream job.
¹ Founded in 2015 by a team including Peking University computer science alumni, MIT affiliates, former Baidu product managers, Harvard scholars, and Hong Kong listed company directors, the team is leveraging extensive experience in tech job coaching, dedicated to strengthening the global Chinese tech community.
The problem
The problem
The problem
Data, analytics, and metrics are our window into the performance of the website, currently they presented us with a few major issues.
Data, analytics, and metrics are our window into the performance of the website, currently they presented us with a few major issues.
In the
past six months
In the
past six months
Daily Active Users (DAU) that has shown to be decreased.
Bouncing rate that has shown to be steadily increased.
Low Conversion rate (CVR) and Customer Retention Rate (CRR) that have led to higher churn.
Daily Active Users (DAU) that has shown to be decreased.
Bouncing rate that has shown to be steadily increased.
Low Conversion rate (CVR) and Customer Retention Rate (CRR) that have led to higher churn.
Problem
Problem
Problem
The Project Objective
The Project Objective
The opportunity presented us with finding design solutions to elevate the overall user experience, address negative metrics, increase user engagement rate and user growth, eventually regaining the lost users.
The opportunity presented us with finding design solutions to elevate the overall user experience, address negative metrics, increase user engagement rate and user growth, eventually regaining the lost users.
Design Challenge
Design Challenge
How might we improve the website's performance to grow active users and drive business impact, thereby increasing both the conversion and retention rate?
How might we improve the website's performance to grow active users and drive business impact, thereby increasing both the conversion and retention rate?
How might we improve the website's performance to grow active users and drive business impact, thereby increasing both the conversion and retention rate?
UX Approaches from here …
UX Approaches from here …
Initial suggestion From PM
Initial suggestion From PM
Having analyzed the interfaces of some direct competitors, my product manager suggested that I learn more about the younger generation, who prefer richer visuals.
Having analyzed the interfaces of some direct competitors, my product manager suggested that I learn more about the younger generation, who prefer richer visuals.
Having analyzed the interfaces of some direct competitors, my product manager suggested that I learn more about the younger generation, who prefer richer visuals.
To cater to our target audience's needs, I was suggested to start by refining the current user interface. The goal is to unify all design elements to achieve a modern and consistent look.
To cater to our target audience's needs, I was suggested to start by refining the current user interface. The goal is to unify all design elements to achieve a modern and consistent look.
To cater to our target audience's needs, I was suggested to start by refining the current user interface. The goal is to unify all design elements to achieve a modern and consistent look.
Final Peek
Final Peek
Final Peek
Key Design Highlights
Key Design Highlights
Enough case studies today? Jump ahead and see the pretty pictures!
Enough case studies today? Jump ahead and see the pretty pictures!
Design Process
Design Process
Research
Approach
Approach
After unpacking the requirements and debriefing with the product manager, I began the research process by closely examining the current users
After unpacking the requirements and debriefing with the product manager, I began the research process by closely examining the current users
Understanding the lost users
(Churn Rate)
The objective of this research was to gather directional feedback to troubleshoot unaddressed needs / pain points, as well as to learn about new sets of features that could be implemented.
Understanding the lost users
(Churn Rate)
The objective of this research was to gather directional feedback to troubleshoot unaddressed needs / pain points, as well as to learn about new sets of features that could be implemented.
User interview (20)
mass survey (200+)
User interview (20)
mass survey (200+)
Key insights
Key insights
Our platform
(haitouwang)
Our platform
(haitouwang)
Why does user choose to use Haitouwang in the first place?
Constantly receive up-to-date yet relevant information on jobs for international students
Expecting better support for visa-related queries
Why does user choose to use Haitouwang in the first place?
Constantly receive up-to-date yet relevant information on jobs for international students
Expecting better support for visa-related queries
Why does user choose to use Haitouwang in the first place?
Constantly receive up-to-date yet relevant information on jobs for international students
Expecting better support for visa-related queries
Which areas does user find unsatisfactory about Haitouwang / areas of improvement?
Information on website often do not clearly address visa and specific work status requirement
Content feels too general and lacks tailored personalized experience
Which areas does user find unsatisfactory about Haitouwang / areas of improvement?
Information on website often do not clearly address visa and specific work status requirement
Content feels too general and lacks tailored personalized experience
Which areas does user find unsatisfactory about Haitouwang / areas of improvement?
Information on website often do not clearly address visa and specific work status requirement
Content feels too general and lacks tailored personalized experience
Where does user drop?
After browsing job descriptions
Looking for sponsorship info while considering whether to apply for the job
Where does user drop?
After browsing job descriptions
Looking for sponsorship info while considering whether to apply for the job
Where does user drop?
After browsing job descriptions
Looking for sponsorship info while considering whether to apply for the job
Where does user go after drop-off?
Immigration + H1B Data Websites (ex. USCIS, h1bgrader, etc.)
External application portals to finish the application
Application trackers (ex. Excel)
Where does user go after drop-off?
Immigration + H1B Data Websites (ex. USCIS, h1bgrader, etc.)
External application portals to finish the application
Application trackers (ex. Excel)
Where does user go after drop-off?
Immigration + H1B Data Websites (ex. USCIS, h1bgrader, etc.)
External application portals to finish the application
Application trackers (ex. Excel)
Discovery
Discovery
Use case examples
Use case examples
Use case examples
There are primarily two types of users and use cases, with the potential users mostly comprising the younger generation
There are primarily two types of users and use cases, with the potential users mostly comprising the younger generation
Specific problems current users have encountered with Haitouwang
Specific problems current users have encountered with Haitouwang
1
Primary user / use cases
1
Primary user / use cases
NEED / PAIN POINTS
Quick, straightfoward, and clear information = One-stop experience
Difficulty finding relevant information quickly
Ineffective filters for job searching
NEED / PAIN POINTS
Quick, straightfoward, and clear information = One-stop experience
Difficulty finding relevant information quickly
Ineffective filters for job searching
2
Secondary user / use cases
2
Secondary user / use cases
NEED / PAIN POINTS
Focusing on broader search criteria and job application management experience
Prioritize advanced and specific filters
A closer read to the job description
NEED / PAIN POINTS
Focusing on broader search criteria and job application management experience
Prioritize advanced and specific filters
A closer read to the job description
Define
Define
Found out where exactly Haitouwang lost its users …(Drop-off rate)
Found out where exactly Haitouwang lost its users …(Drop-off rate)
Found out where exactly Haitouwang lost its users …(Drop-off rate)
Pivot our goals + scope and redefining the design challenge
Pivot our goals + scope and redefining the design challenge
Pivot our goals + scope and redefining the design challenge
Thorough
Collaboration
Thorough
Collaboration
Design Opportunities
Filters should be designed more specifically for international students
More visibility on sponsorship-related information
Design Opportunities
Filters should be designed more specifically for international students
More visibility on sponsorship-related information
User Research with UX researchers
User Research with UX researchers
User Insights Translation
User Insights Translation
Aligning the updated problemspace with PM, Eng, and UX
Aligning the updated problemspace with PM, Eng, and UX
Conclusion
Making our interface look more eye-catching may not be our most pressing goal …
There are more critical problems that need to be addressed, and are of higher priority!
Conclusion
Making our interface look more eye-catching may not be our most pressing goal …
There are more critical problems that need to be addressed, and are of higher priority!
Ideation
Ideation
Translating findings into actionable items through feature brainstorming
Translating findings into actionable items through feature brainstorming
AFTER
UX
AFTER
UX
Improved Effective Search Experience
Place the search bar and filter bars more prominently on the page—making it visible and accessible enhances findability
Offer suggested searchers as users type to help them find results faster and often correct errors in their search queries
Straight-forward Insights with High Glanceability
Refined content organization
Added straightforward sponsorship-related information with the option to expand for full details
robust Filter system
Precise filtering and tailored job search
Offer robust search criteria that consider factors like experience level, work mode/model, visa sponsorship
Freedom to personalize the filter bar
H-1B Navigator
Navigate sponsorship options
Real-time updates and historical trends on sponsorship rates
Assess which employers have a strong track record of sponsoring H-1B visas
Smart AI integration
AI to explain job-related terminology, key points and details made clear.
Checkmark critical job details, such as required skills, qualifications, visa sponsorship availability, job benefits
Allowing users to make informed decisions without reading lengthy descriptions.
Design Iteration
Design Iteration
outcome
outcome
outcome
Final Experience
Final Experience
1
robust Filter system
1
robust Filter system
2
H-1B Navigator
2
H-1B Navigator
3
Smart aI integration
3
Smart aI integration
Impact
Daily Active Users
Daily Active Users
+16.5%
+16.5%
MVP Scope Features
MVP Scope Features
3+
3+
MVP Release Time
MVP Release Time
-14%
-14%
Learnings
Learnings
Learnings
Retro
Retro
Comprehensive user research that understands actual user needs and behaviors is fundamental for uncovering insights and creating impactful solutions that genuinely enhance the user experience.
It's crucial to keep a proactive communication with stakeholders & team members to ensure scope alignment, swift resolution of issues and smooth design process.
Comprehensive user research that understands actual user needs and behaviors is fundamental for uncovering insights and creating impactful solutions that genuinely enhance the user experience.
It's crucial to keep a proactive communication with stakeholders & team members to ensure scope alignment, swift resolution of issues and smooth design process.
Future
Future
In future iterations …
The focus can shift towards enhancing later stages of the user journey, such as post-application experiences. (ex. integrating features like a job tracker to provide ongoing value.)
Explore innovative methods for improving discoverability, such as optimizing email strategies and other channels to attract new users while retaining and engaging existing ones.
In future iterations …
The focus can shift towards enhancing later stages of the user journey, such as post-application experiences. (ex. integrating features like a job tracker to provide ongoing value.)
Explore innovative methods for improving discoverability, such as optimizing email strategies and other channels to attract new users while retaining and engaging existing ones.