Moving Business Metrics Through Design
My job is to deliver software that meets the hiring and job hunting needs of the food & drink industry. I spent the last two years focused on growth & optimization and increased conversions by as much as 59%.
Hiring in the Restaurant Industry
Employers hire Poached to bring them a well-qualified applicant for a specific opening. Everything else is a hurdle to that outcome. We want to help them see the value of using Poached, and get their job listed as easily as possible. Then we need to provide them with tools to review applications and schedule interviews, with some challenges that are very unique to their industry (e.g. applicants frequently not showing up for interviews).
The Job Seeker's Journey
A job seeker doesn’t want to browse and apply to jobs, they want to get hired. We need to get relevant jobs in front of them immediately and get them through the application process as painlessly as possible. Most job seekers are on a mobile device, and many don’t have easy access to their resume. Balancing the ease of applying to a job, and the quality of the application the employer receives is the biggest challenge.
Mini Case Studies
Optimizing for Job Seekers
Applications are one of our core metrics, and getting a job seeker through the apply flow is central to this goal. I analyzed funnel data to determine what to focus on. If a user didn’t upload a resume, they were shown an empty resume to fill in. 80% of this segment was on mobile and their conversion rate was low.
Building a resume is a fairly tedious process, especially on a mobile device. I used conversational design to write out a new flow, and designed a version which only asked applicants for their relevant experience in bite-sized pieces. We tested this against the original and it increased the conversion rate by 59%!
When I reviewed the existing system for the first time I discovered that there was almost no onboarding help for employers. After registering, they were mostly left to figure things out on their own.
Using conversational design, I wrote out an onboarding experience that walked the employer through posting their first job. I redesigned the job post form and designed a better empty state for the dashboard. These changes alone resulted in a 39% increase in jobs posted. We conducted additional tests including:
- Using the business name from registration to pre-populate the location on the job post form. This seemed like a no-brainer, but it lost. Many restaurants have multiple locations and the wrong location was pre-filled often enough to reduce conversions.
- I designed an auto-save feature for the job post form. If an employer began typing into the form, we would start saving their work. On its own, this had little impact on conversions, but when we started emailing users with abandoned jobs we got good conversion rates from the emails.
The checkout process is the second half of the onboarding flow. I redesigned checkout as part of a cohesive onboarding experience. However, we also needed to replace a fragile legacy system, integrate with a new payment processor, and incorporate new requirements like promo codes. I mapped out all the various paths into checkout and created a prototype covering all the different states. We tested the design against the original and saw a 6% increase in purchases.
Optimizing For Purchases
Poached customers that want to fill a position quickly, or compete for a hard-to-fill role can promote or ‘boost’ their job. We wanted to increase revenue from promoted jobs and improve customer satisfaction by empowering employers to hire faster. I designed several variations of the flow which we used to conduct a series of a/b tests.
- The initial variation added an option for a ‘super-boost’. As I suspected, this extra decision point decreased conversions (and revenue).
- For the second variation, I added a subtle selector to control the boost level. The conversion rate matched the control, with a slight increase in revenue.
- In the third variation, I introduced new copy focused on the benefits of boosting. This version converted 50% better than the control with a big increase in revenue.
Redesigning the Application View
This is the core screen an employer uses to review applications and contact candidates. Our customers are fairly low-tech, so I designed the UX to match their mental model of sorting through a stack of resumes on their desk. I used card sorting to inform the information architecture and layout, and then validated the design through user testing. Once we released the new design I ran heatmaps to see usage patterns and collected customer feedback. A key learning from the heatmap was that the most-clicked item was the cover letter. I ran a distribution of cover letters by length and revised the screen so that most cover letters would be fully visible.