Key Strategic Goals
To convert trial users into paying customers by:
Streamlining the process for recruiters to find talent by simplifying the user and task flows, which would allow the recruiters to utilize the full functionality of the website.
Optimizing the user interface by identifying, improving and/or discarding certain features of the software tool.
The Design Process: Upsider & The Double Diamonds
1. Research
We conducted User Interviews with 3 existing users and 3 new users to the software. Their input was then analyzed and processed into an Affinity Map. In addition to interviews, we conducted Usability Testing on the existing website with the 3 new users.
2. Synthesize
We synthesized the data into a Persona, Insights from the Affinity Map and a Card Sorting activity. We also crafted a Problem Statement. We aligned the statement in a way such that users and Upsider could both benefit. In other words, we wanted to optimize the user experience of Upsider by highlighting all the features that Upsider had to offer. Thus, users would be more likely to convert into paying subscribers.
3. Ideate
With a better sense of direction, we went through multiple design studios and multiple levels of prototype fidelities. At this point, we had Task Flows in mind to inform us of the progression the project should undergo.
4. Implementation
Using all of our user data, we eventually created a working, clickable, InVision prototype. Our Minimum Viable Product (MVP) underwent testing by 5 users and successfully passed in functionality and usability. In addition, we also delivered Annotated Wireframes and a Specification Document.
Research
Usability Testing
We wanted to hone in on why users were not converting into paying subscribers. Therefore, we conducted Usability Testing on the existing site to pinpoint areas for growth.
We found that one reason users weren’t optimally using the site was confusing labels:
Perplexing icons
Frustrating navigation
Missing capabilities
Engagement issues
Issues shown below:
User Interviews
Users are unclear of the capabilities on “Forecast” page
3/3 do not understand what “forecast” means
Label “Identify” is confusing
2/3 users think they can search for different things in “identify”
“Can I search for specific skills?”
“Identify or search for candidates?”
“Engage”: Icon Confusion & Incorrect Expectations
2/3 users think the “flag” icon and “engage” do not go together
“Flag means there are some issues”
We also identified areas of success during User Interviews:
“I like that Upsider lets you save searches to pick up where you left off.” - User 6
“Upsider finds relevant candidates...” - User 4
Synthesize
persona
With a strong sense of the problem area and the paint points of Upsider, we crafted a persona, or an ideal user of this product. Doing so creates a sense of realism and urgency. In addition, personas tangibly create a target for the design process. Our persona was a 30 year old internal recruiter who needed to efficiently fill a job vacancy with the best candidate.
Problem Statement
Our goal at the get-go was to enhance the users’ experience while emphasizing the value that Upsider brings to these recruiters.
There are many options out there for recruiters to find candidates for jobs. Upsider is one option that utilizes AI to source the best candidates. Upsider offers a free trial period that is not intuitive for users.
How might we help Upsider turn these trial customers into paying clients by improving the overall user experience?
Card sorting
Using the Card Sorting technique, we were able to clarify and better define the key words recruiters use the most. By doing so, we were able to hone in on the important needs of the user while also identifying areas to work on within the website.
Ideate
Design Studio
With a better vision of how the website should operate, we sketched out potential solutions to the varying issues we were faced with.
Implement
Task flows
A Task Flow was created to visualize the progression of a recruiter using Upsider. The task is to create a search and save the top candidates.
