Challenge & reflection
I feel pretty satisfied with the user testing feedback and metric results with my new design.
It was challenge at first time to redesign the system, but ideas gain much clear after understand user's pain points with Guerrilla Usability Testing.
Although it was a small flow redesign, it makes a big impact on the company's business growth.
AI Resume Builder Optimization
#web
#startup
#AI
Problem
Task
Outcome
Jobscan, an AI-driven resume platform with over a million users, experienced a low conversion rate from trial users to paying customers.
Streamline Jobscan's LinkedIn optimization feature and revamp the interface visuals.
40% increase in the Signup Rate and 30% rise in the Conversion Rate
Thematic analysis to sort out user insights
DESIGN ITERATION
After designing the new user flow for the Linkedin optimization, I created a high-fidelity prototype with a new design system. Let's review the differences between the new design and the old page.
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BEFORE
BEFORE
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Reduce steps
Tooltips
Customized illustration
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Reduce redundant info
Task oriented
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Remove repeating content
Cleaner visual hierarchy
Highlight important area
Bad font hierarchy
Info overloaded
Repeating steps
Visual hierarchy not clean
Content hard to navigate
Unclear title colors
Information overload
Inconsistent image UI style
BEFORE
AFTER
AFTER
AFTER
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Metric
After the launch, Jobscan monitored monthly KPIs for signup rate and subscriber conversion rate.
One month after the redesign, the signup rate increased by 41% and the conversion rate increased by 28%, both surpassing the targets of 20% and 10%, respectively. These metrics highlight the redesign's success in attracting new users and boosting paying subscribers.
Guerrilla Usability Testing
Task: Imagine you want to use Jobscan to enhance your LinkedIn profile and get advice, could you show me what you would do?
Who is the user?
People currently job hunting or looking to optimize their LinkedIn profile often lack the time to do so effectively. They seek customized advice to improve their profile based on their desired job roles.
Finding: Current steps to scan Linkedin profile is too redundant
Users indicated that the current process for scanning LinkedIn profiles was burdensome. They needed to complete seven steps, involving three different windows.
I considered whether there were other ways to complete the same tasks, noting that the steps within the dark blue box seemed redundant.
User flow
The process will be simplified to 4 steps, reducing the current 7 steps. Users will only need two clicks to view the scan results.
Validate the new prototype
The clickable prototype was shared with seven of the same users who previously assisted with the guerrilla usability testing. The user testing showed that it was:
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Easy to understand the instruction to complete tasks (7/7)
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Easy to find the CTA button (6/7)
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Easy to understand the information on the scan results page (7/7)
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Easy to complete the steps connecting to LinkedIn profile (7/7)
I can't find the button to proceed to the next page, it took me 2 minutes to understand what the purpose of the whole process.
-Anonymous user
I did guerrilla user testing with 7 users who are preparing to find the jobs now to understand their painpoints. 3 out of 7 are new users
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Difficulty understanding the instructions for connecting a LinkedIn profile to Jobscan.
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Difficulty locating the CTA button on each page to proceed to the next page.
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Difficulty reading the information on the scan results page.
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Difficulty completing the steps connecting to LinkedIn profile.
Insights & Problems
Base on the previous research on user feedback online and guerrilla usability testing, here are the 4 problems I decided to focus on:
I feel there are so many steps for me to do before I saw on LinkedIn scan result page, I'm so frustrated to use it!!
-Anonymous user
I analyzed user feedback and reviews for Jobscan on Trustpilot, identifying common themes from 120 reviews.
signup rate
signup to subscribe rate
28%
13%
+41%
+28%
20%
10%
Brainstorming the step ideas for connecting to linkedin
To understand the new ideas and address user pain points, we conducted five user tests on three wireframes. The third idea eliminated the need for PDFuploads and relied on connecting directly to the user's linkedin profile with just one click. This approach received the highest votes, so we decided to proceed with it.
Users struggle with redundant process and spent more than 5 mins to complete the whole tasks.
Users struggle with understanding page instructions, finding the CTA button, and digesting content.
ROLE
Product designer
TIMELINE
6 months
TEAM
product manager, a team of 2 engineers, 2 product designers
PROCESS
UX Research, Information Architecture, Prototyping, User Testing, Product Strategy, Visual Design.
Designed and built by Kathy Su @2024 | Best view in desktop