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.
- Stakeholder Interviews
- Task Analysis
- Surveys and User 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
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.
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
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.
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
I created this short scenario video to show our stakeholder's the scenario in a fun and creative way.
OUR UX SOLUTIONS:
SKETCHES AND PAPER PROTOTYPE
Low Fi Wireframes
HI FI WIREFRAMES
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