How to improve the job search and account creation experience on the indeed platform?
Key Project Goals:
User Goals: The primary goal was to understand general gaps the users faced during on-site job search. The secondary goal was to identify user pain points that prevented them from creating an indeed account.
Business Goals: The primary goal was to increase indeed account creation and encourage users to apply for jobs using the indeed platform.
My Role: User Experience Designer, I conducted the heuristic analysis, created target persona, usability interview preparation, conducted usability testing, re-designed the first version of the prototype and did concept testing.
Timeline: 3 weeks, Tools: Sticky notes, Pen, Paper, Cards, Pencil, Microsoft Excel, Adobe Illustrator, Photoshop and InVision
Research: Heuristic Analysis, User Survey
Refine: Compile findings, Target Persona
Research: User Testing (to identify problems faced by users with the current website), Defining User Tasks, Task Completion Analysis
Refine: Prioritization of findings, Solution: Final Recommendations
Represent: Sketches, Prototype
What went well, Challenges, Success
To gather insight about the current website I evaluated the site based on Jakob Nielsen's 10 Usability Heuristics for User Interface Design. I flagged the heuristics that needed to be addressed.
The site usability experience was low for the following heuristics:
Error Prevention: Few navigational pages and associated pages did not correlate. There were certain jobs postings that required the user to leave the indeed website and apply on company website. However, the associated link led the user to another job site where the user was required to create another account in order to apply for the job.
Visibility of system status: The website indicates where the user is in the top left corner of the website. However, it is not easy to read and understand where one is within the process as a user.
User control and freedom: The user is unclear about the exact number of steps it will take them to complete the application process. It isn't clearly indicated at the beginning of the process. Users can be informed about the exact number of steps it will take them to complete the process at the beginning. E.g. Step 1 - fill personal information, upload resume > Step 2 – fill experience > Step 3 – review or edit.
A user survey was done to identify target personas.
Based on our survey we created the target persona and decided to recruit participants accordingly for our usability test.
Graphs created in Tableau (I created the above visuals based on the data we collected from the survey.)
"I'm almost done with school and looking to begin my career, but all the jobs I'm qualified for want 5 years experience."
As a team we conducted the usability test with 12 participants
Task Completion Analysis
Based on the above tasks mentioned the below are the usability test results
Quotes by Participants during User Testing
Prioritization of Findings
Several themes were identified post the user testing, we presented the top ones to our stakeholder.
Team excel sheet showing the usability test findings
1. Create an account value statement on the homepage that defines the value of account creation. Add a video that explains the benefits of creating an account
2. Make the CTA more prominent for the users to see it easily
3. Create one consistent login and account creation pathway
4. Have a consistent language throughout the process
5. Inform user about where they are during the creation process
6. Allow users to filter with skillset instead of titles
7. Recommend Indeed Prime to users who are unable to find relevant matches
I sketched out recommended screen changes by hand and then refined them into higher fidelity wireframes in Photoshop and InVision.
Screen changes for other Recommended Changes
We didn't have time during the course to run the revised test. I showed the revised design to 4 people I knew as I was curious to know about the results of our iterated design.
3 out of the 4 participants found the account creation value statement useful.
What Went Well
1. As a team we all worked collaboratively
2. We clearly communicated our individual timelines to each other who helped us plan better
3. I was able to find good participants for the usability testing phase on time
4. As a group we had a constructive discussion about our final recommendations
We were a group of four individuals, at times we had to wait on each other to complete our required deliverable for the project to go forward. The project schedule was pushed a few times during certain phases due to that.
The client, UX Director, Indeed, liked our recommendations. We didn't have time as a team to test our revised website revisions. I did test it with a few participants (see feedback section)
I would recommend an A/B test of the current website with the create account button as part of the top navigation (A) vs the revised website with the value statement message (B). Testing these options with a larger sample size to see how the different treatment impacts the account creation on the Indeed platform. (personal recommendation)