THE INDUSTRY

INDUSTRY EXAMPLE.png


CHALLENGE

The Industry is a “Linkedin for the restaurant industry.” They are relaunching their site in April 2016 and needed a redesign for job seeker onboarding, as well as a redesign of user profiles.

PROTOTYPE

 

THE PROCESS

  • Stakeholder Interviews
  • Task Analysis
  • Surveys and User interviews
  • Competitive/Comparative
  • Persona
  • Scenario
  • Sketches
  • Wireframes

STAKEHOLDER INTERVIEWS

We interviewed all the stakeholders in the company to get an idea of what they truly wanted in a MVP(Minimum Viable Product), and to get a sense of where the company was heading.

Goals for MVP:

  • Give users a simple flow for creating a profile. Decrease drop off and increase user base.
  • Streamline hiring process. Hiring an employee and finding a job is extremely time consuming. It takes 70% of job seekers 1–2 months to land a job.
  • Help users to brand themselves. Branding can help a job seeker differentiate themselves in the industry, and thus gain more attention.
  • Integrate social networking within the Industry platform. Increase user engagement, nurture mentor relationships
Card Sorting Activity with CTO to find most important features for MVP

Card Sorting Activity with CTO to find most important features for MVP

 

TASK ANALYSIS

I performed a task analysis with a potential user on Industry's beta site to get an idea of what user's thoughts were on the current site. I asked the user to sign up for an account and think aloud while onboarding as I observed.

Industry's Beta User Profile 

Industry's Beta User Profile 


The main problems that that were faced during onboarding were:

  • Confusing terms like “Shout Something” and “Get in Touch”
  • Hard to follow steps due to onboarding tutorial static on top of the page
  • Unsure of how profile looked to employers
  • Profile language is not humanistic
  • Unclear if it costs job seekers money to sign up
26.7% have worked 15–20 years in the hospitality industry, yet 60% do not intend to stay. Through phone interviews we found that  most people had degrees or other career goals.  They happened to stay in the hospitality industry because they made good money, were able to work part time and work on side passions, or simply became complacent.

26.7% have worked 15–20 years in the hospitality industry, yet 60% do not intend to stay. Through phone interviews we found that most people had degrees or other career goals. They happened to stay in the hospitality industry because they made good money, were able to work part time and work on side passions, or simply became complacent.

73.3% would not connect their social media accounts to a work profile but we found out through interviewing that  most people would connect social media  for easy log in, or easy photo uploads,  if they knew employers would not be able to connect to their social profile.   50% would like the option to make a video. In depth interviews let us know that most of those who said no  would be willing to make a video if it meant they would get noticed by employers

73.3% would not connect their social media accounts to a work profile but we found out through interviewing that most people would connect social media for easy log in, or easy photo uploads, if they knew employers would not be able to connect to their social profile.

50% would like the option to make a video. In depth interviews let us know that most of those who said no would be willing to make a video if it meant they would get noticed by employers

More Interview Take Aways:

  • Many job seekers hate filling out resumes and forms, they felt that most online applications would not be viewed.
  • Many job seekers Googled job duties instead of filling out their own since hospitality duties are similar from restaurant to restaurant.
  • Skills and branding are important, since job seekers want to set themselves apart from the competition.
  • Most job seekers despise open calls, nobody likes long waits that felt like an audition for a Steven Spielberg blockbuster.

 

COMPETITIVE/COMPARITIVE ANALYSIS

Competitors

Craigslist - Lots of job posts, but not always credible and frankly-sketchy

Workpop - Simple log in, they cover a variety of industries outside of hospitality

Culinary Agents - Primarily east coast, high end clients, and mostly back of the house positions

Harri - Closest competitor, interviewers mentioned this site

Linkedin - Not used to find jobs, especially in hospitality. Great platform to display yourself professionally

Compare (Design Inspiration)

 

YouTube - Easy video uploading

UrbanSitter - Inspires users to create a video to showcase themselves

On about.me - On boarding has hint text and easy to follow direction

OkCupid - Simple and engaging profile onboarding

Facebook - 100% of users on survey had a facebook account, so we designed based on familiarity

 

PERSONA

SCENARIO

I created this short scenario video to show our stakeholder's the scenario in a fun and creative way.

 

 

OUR UX SOLUTIONS:

    Heavy influence to sign up with Facebook   Facebook allows easy sign up, as well as creating the seed for social use.    Include only necessary info in profile   Necessary info based on what hiring managers need/want to see   Notifications   Get notified when a hiring manager views an application   Pre populated job descriptions   Pre populated job descriptions tackle the “Most Hated” part of building a resume   Gamified features   Unlock ability to make a video or get a PDF version of resume

 

Heavy influence to sign up with Facebook

Facebook allows easy sign up, as well as creating the seed for social use. 

Include only necessary info in profile

Necessary info based on what hiring managers need/want to see

Notifications

Get notified when a hiring manager views an application

Pre populated job descriptions

Pre populated job descriptions tackle the “Most Hated” part of building a resume

Gamified features

Unlock ability to make a video or get a PDF version of resume

 

SKETCHES AND PAPER PROTOTYPE

White board sketching onboarding

White board sketching onboarding

Paper prototype to test users before wireframing

Paper prototype to test users before wireframing

Low Fi Wireframes

HI FI WIREFRAMES

Onboarding

Onboarding

User Profile

User Profile

NEXT STEPS

 

  • 1 click apply to multiple jobs

  • Applications Center, Employer can review application

  • Business cards for job seekers

  • “Tom” guide profile - permanent friend with sample profile

 

 

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