Project Role
UX and Product Designer
Date Completed
January 2020
Skills Used
Product Design, UX Design
I worked with two engineers and a business development manager on this project over the course of two weeks.
The purpose of this project is to increase B2B sales lead generation and refresh the onboarding experience.
One of Jobscan's B2B segments is providing services to university and college career centers. While sales often performs cold calls and outreach to these organizations, sometimes people from these organizations sign up for Jobscan's B2C product, creating an avenue for warm leads (someone who has shown interest in your product already). In the past, reaching out to these warm leads has proved a successful strategy for B2B sales and has resulted in multiple new and ongoing deals.
Previously, information about a user's position at a career center could be passed to our sales team via the LinkedIn API when a user either signed up with LinkedIn or connected their LinkedIn to their Jobscan account. However, this method's effectiveness is limited due to a few factors:
Given the value of warm leads and the changing landscape, we settled on changing our onboarding process to get continue sourcing these new leads.
To determine what requirements needed to be implemented, I spoke with different stakeholders about their various needs.
The business development manager's needs were clear. She previously had a table on an internal dashboard that had stopped updating with new university leads. Because she already had a process in place for handling the leads, all she needed was a way of getting their contact information.
I spoke with engineering to better understand the technical implementation. It turned out there was an unused table within the database that kept track of various types of employment specialists, a general term for career coaches and college career center employees. We decided to leverage this existing table in our solution.
In order to account for all the steps of the new process, I created a user flow of the proposed solution to share with the team and understand if our assumptions and shared knowledge were all listed.
Before I started redesigning, I evaluated the existing sign up page.
A few things in particular stood out to me:
Due to the limited time on this project, after requirements gathering and a few sketches, I went straight into high-fidelity design.
The redesign of the Sign Up page removes the legacy zip code field and a set of radio buttons replaces the Career Coach checkbox. In order to keep the process streamlined and limit user input to two fields, the radio option defaults to "Looking for a job", as the majority of visitors will fall into this group.
Job seeker options (left) and employment specialist options (right)
The job seeker onboarding options remained unchanged from the previous design, while the employment specialist onboarding options offered multiple selections to help differentiate each category from one another.
We settled on the following metrics to measure the effectiveness of the redesign:
While a visual refresh was not the primary focus of this redesign, positive feedback on the new look would indicate success as well.
While constructing the user flow and conducting quality assurance, I noticed that visitors have an option to convert fairly early in the process when landing on the Plans page. I am interested in exploring if a change to the onboarding flow to remove the necessity could introduce the product sooner to the user, ultimately reducing unnecessary complications while signing up.
I enjoyed working across the company for this project. While I was still learning about the inner workings of Jobscan, this was a good opportunity to gather information on how different company departments interact and handle issues cross-collaboratively.
While this project was narrow in scope, I would have preferred interviewing users about their experiences during onboarding, as well as conducting usability tests on the new designs to determine if the new terminology was confusing.
Creating the user flow for onboarding laid the groundwork for future work on business goals to widen the funnel through various stages. Because Jobscan had been without a designer for a significant amount of time, creating deliverables for design documentation, however small they may be, was valuable for future work.