Improving the Speed and Ease of Posting a Job
2022
The Mom Project
Visual Design/UI
User Experience
Prototypes
User Research
User Engagement Metrics
Background
The Mom Project is a dual-sided marketplace for moms to find their next role with like-minded companies. Once an employer has signed up for an account at The Mom Project, creating a job post is the very first step in the hiring process. This requires providing job details and a description of the role. Our experience was outdated, and our goal was to make improvements to increase conversion rates.
My role
I was the Lead Product Designer on this project.
My responsibilities included:
Collaboration on requirements, user stories, and iterations
Collaboration to develop success metrics and create analytics dashboard
Create conceptual designs, wireframes, high-fidelity designs, and prototypes
Lead user research strategy and executed unmoderated research
Self-serve employers felt the job post experience was cumbersome, and the barrier of entry was too high. As a result, we saw many users drop off at the first step; alternatively, those who completed the job post took over 10 minutes.
The Design Process
A competitive analysis kicked off early design discovery work. In parallel, I completed a heuristic analysis to capture user experience issues. We brought the competitive analysis and heuristic results to our stakeholder kickoff. During the kickoff, we aligned on goals and learned more from the experts in the subject matter.
From our early discovery work, we were able to set goals and direction for the project.
Improve guidance and automation
Create a seamless experience
Set a better foundation to build future features
Create a step-based form for a more guided approach
Improve save experience
Unify field behavior and update error state
Next, I jumped into design exploration, our goal was to identify ways to make the job post flow intuitive and easier to complete so we could increase the conversion rate.
I focused on two things:
(1) reordering task flow logically by introducing low-barrier entry questions first, sequencing the flow to create opportunities for automation, dividing fields to display in semantic groupings, and prioritizing collection lead generation information.
(2) Create an intuitive saving functionality.
Our research goals
Next, we conducted an unmoderated concept validation study that included participants who had posted a job within the last six months.
Level set on the sentiment of the existing experience
Employer opinion on the new concepts
Employers understanding and expectations of the approval process
Key takeaways from research that guided modifications for launch
Participants expect clear communication about the job approval process
Employers like the guidance weaved into the experience as they write their job post
Identify potential opportunities
Participants like being able to save and review job post with ease
I provided high-fidelity designs and prototypes to engineers for delivery and launch.
Learnings and success metrics
I learned the importance of designing mobile-first. Historically the team had not instilled a mobile-first design process because majority of the users were on larger screen resolutions. As a result, when we hopped into the mobile designs we had to rework the desktops. Following this project the team implemented a mobile-first design process.
We hypothesized that we would see an increase in conversion rate and we would see a decrease in median completion time.
Conversion rate went from 47% to 51%
Users are completing the job post 1 minute faster
Mobile conversion rate is up 9.6%
50% fewer users drop off when writing the job description
7.7% decrease in drop off at the first step, job title field.