A complete redesign of the job board platform with the new content and design strategy based on demographics.
Jobable had launched the job board site for two years. Still, its original design and content of the website left an unprofessional impression on first-time visitors. Also, it was only available in English, making it difficult for local job seekers from using. How can we improve the design and content more relevant and helpful to locals? How to make visitors return?
We have formed a small team. Each of us expressed our views on different aspects of the website and how we could improve it. We also prioritised the redesign tasks based on page views and the bounce rate of main pages.
Identifying Our Users
As Jobable did not research their target users, I started with Google Analytics to identify current major user groups and studied the original design concept. We found our primary users were local young adults aged 25-34 with 4 to 6 years of working experience looking for a new opportunity or career advancement. Another user group is undergraduates and graduates with less working experience, exploring internship or summer jobs. Both user groups are excited about large companies’ positions and look for a transparent and dynamic working culture like startups. The research inspired us in a sharper direction for the redesign and marketing strategy.
Job seekers tend to look for other jobs in the same company after going through a job description page. Thus they do not have enough information about the company when or after applying for a job.
Many companies do not have their own public online jobs board, or if they do, it is rarely updated. They rely on other recruitment platforms to advertise openings, so if a job seeker is interested in their company, it can be challenging for him to know there are openings from the company.
A Clearer Search
Searching is essential to a job board. Job seekers who have a clear goal are used to find a job by keyword searching. However there was only one search field in the original design, making users rely too much on auto-suggestion, which mixed all inputs into one and made users more frustrated or failed to search when the auto-suggestion was unable to provide the right suggestion. The new design separates inputs usually searched by keyword and drop-down. Besides acquiring and activating more members, we added sign up and login buttons below the search.
The website replaced the previous illustrations with photo with a real man to make the platform look more professional and credible in terms of design. I also translated the site in Chinese and English and wrote a formal copy for the tagline, while other minor copies sometimes use dialects such as “搵工”.
Job Categories for Target Users
Our target audience is relatively young and has particular preferences for job hunting. Therefore, we revised the job grouping on the landing page, adding startup jobs, government jobs and internships. The section also lists the most popular and recommended job categories and positions based on past data instead of showing all of them. If a user wants to find something out of these, he can turn to the search box. The change brings convenience to job seekers and highlights the positioning of Jobable, making it more unique as a job board.
Introduction and Call-to-action
The call-to-action area serves three purposes: first, introduction – creating a professional and credible image. In the past, the page showed the number of job openings at the hero section (above-the-fold), but as it was not essential for search, so I moved it below, along with the number of employers and members. The other two are for commercial, so job seekers and employers can continue to upload resumes or post job ads after understanding Jobable.
Keeping the Website Fresh
Apart from job openings, the platform provides tips and articles to help job seekers understand the industry and raise awareness of the platform. This section was the first time-sensitive content on the landing, giving visitors and search engines the impression that the page is always up to date.
The Final Design
Search Result Page Clean Ups
Allowing users to select a result and update search criteria are the primary purposes of a search results page.
We aimed to show more results above-the-fold and enhance the search in the redesign. Making the search more powerful and convenient, we made more data fields searchable. If there are more search options, a persistent top search bar is never a wise choice. The result page with many search options, basically over three options, should consider a side search like Amazon. Another benefit of a side search is removing duplicated information with the side search on the result item, making it shorter (higher data-ink ratio), laser-focusing on the skill tags and apply buttons, and leaving space to show more results.
Despite this, it is challenging to display so many functions on a mobile webpage. Therefore, the new search area is collapsable by default and opens when necessary. The primary purpose of the search results page is to show search results. So if the page is rarely the first step in the search flow, it should display the search results first.
Although few job seekers filter for multiple job categories, if people cannot find a specific job category on the website, they will prefer selecting multiple related job categories instead. Given that there are many job categories, I have referred to various Japanese recruitment websites and showed the information in a pop-up modal.
An Organised Job Description Page
The new design has a more organised interface, with hot skills tags at the front and company information on the sidebar, allowing job seekers to judge their suitability right before reading the long job description. There is also a table at the end of the page to provide a quick overview before application.
Go Beyond the Company Page
Although the job-hunting process is different everywhere, there are similarities among Asians. I have studied many Japanese and Mainland China recruitment sites. The more popular ones reveal more information about the company and work culture, or even data and opinions from employees, somewhat like what Glassdoor does. So I tried to list possible information local job seekers are interested in, such as location, company background, working environment, dress code, products/works, and integrating the feasible ones into the new design.
The new design has positioned the company page beyond a typical job board. It is branded and provides more valuable and helpful information that we could offer at the moment, including the type of company, number of employees, office location, distance to metro stations, and an introduction for job seekers to judge before applying. From a business perspective, the page can act as an official recruitment page to expand our online job board and recruitment funnels by rebranding it as a white-label product while also making the page’s SEO rank higher.
It is a comprehensive experience for me to redesign the whole online platform. Although we gave up many innovative ideas due to technical limitation and extra data collection, it was still an excellent opportunity to delve into the product and plan the strategy, pitch and design from a product design perspective. I have usually done everything on my own. Still, I received genuine feedback and criticism from colleagues, and I am grateful for all your trust in me to take on this big project.
Thank you for reading this much! Let’s talk if you have thoughts or suggestions!
UX/UI design, product research, copywriting