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Changing Behavior with Cross-Channel Design

My Role

Principal Product Designer (2016 - 2020)
Worked with PM, Engineering & Growth teams, and the Founder at Poached Jobs

Skills Used

Product Strategy & Vision, Qualitative & Quantitative Research, Interaction Design, Mobile Design, Visual Design, Prototyping, SMS, Cross-Channel UX, Data, KPIs


Restaurants have trouble getting applicants to show up for interviews. I designed an SMS based scheduling and reminder system that makes life better for both restaurants and job seekers. The outcome was a 4x decrease in response times and 13x more interviews scheduled.


A few facts emerged from our ongoing qualitative and quantitative research that helped us prioritize this project:

Focus on the Customer

Reviewing our personas and talking to both customers and job seekers helps paint a clearer picture of the problem.


Understand the Problem Space

If Monique isn't using Poached to contact applicants and schedule interviews, what's she using?

Make Hypotheses

Based on what we know so far we believe that:


Set Objectives

Every good design project starts with objectives and an idea about how to gauge results.

  1. Increase usage (more interviews scheduled)
  2. Higher response rates, faster response times
  3. Decrease no-shows* (we have no baseline so we'll need to establish one first)

Think Conversational

An interaction with a product is a conversation with that product. I scripted the experience for both users as they engage with Poached and each other, and mapped out the cross-platform (web app, email, sms) user flows.

Conversational design concept Invite

Evaluate the Approach

This is where it's a good idea to talk to customers again. Before building anything we can verify whether we're on the right track. In this case, customers and stakeholders all felt like we were on the right track.


With clear objectives, and an existing design system I could go straight into high fidelity designs.

Monique reaches out to Kevin about an interview Send Message

Keep Asking Questions

Every step of the design process requires curiosity and questioning assumptions.

Kevin gets a reminder and confirms he's coming Reminder

Have Data? Use Data

I dug into our existing data to inform our decisions. For example, I found that 50% of interviews were scheduled 1-2 days out, and almost 20% were scheduled on the day of the interview. These kinds of insights are valuable. Now I knew that scheduling interviews day-of wasn’t a hypothetical edge case.

Monique schedules an interview Schedule

Track Your Decisions

Design is a series of decisions. To record our decisions and manage all the complexity I put everything into spreadsheets.

Message copy and templates by channel Messages

Sweat the Details

I designed the messaging interface to be familiar and helpful. I initially used color to highlight the messages the user cares about - incoming messages. However, the iOS text app does the opposite. When Kevin receives a text message and then follows a link into Poached, the experience needs to be seamless. This meant adjusting my design to be more consistent with iOS.

First design on the left, updated design on the right Ghosted

Key Results

Thanks to the work I did to keep track of the details and document our decisions, the development process went smoothly and the project was successful. Within a few months of the release here's how things measured up against our objectives:


What's Next?

Like with any project, plenty of nice-to-have ideas and features were cut, so that we could ship something to customers sooner. We captured these in the backlog so that we would be able to prioritize them if and when the time is right.


Design Walk-Through

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