HAITOUWANG
PROJECT BACKGROUND
During my internship at Go Valley, I worked as a Product Designer to redesign Haitouwang, a job search platform initially created for the international students based in the US. Over the past six months, the DAU and bounce rate showed an undesirable trend. Consequently, the product team decided to take a closer look at the performance data and potentially redesign the product experience.
DESIGN PROCESS
DESIGN CHALLENGE
The PM came to the UX team for the initial idea sharing, we looked into the data and figured that there is a trend from the user base aspect. Based on the following insights, the PM team made an assumption that we need a more refreshing UI/UX design for our platform to cater to the younger user group’s habits.
DESIGN CHALLENGE
We need a more refreshing UI/UX design that caters to the younger generation of users.
USER DEMOGRAPHICS
*As of highest degree
UXR KEY INSIGHTS
I collaborated with UX researcher to conduct 20 user interviews and and 200+ user surveys to understand user behaviors, gather user needs as well as pain points before we try to define product opportunity areas.
USER PERSONA
We need a more refreshing UI/UX design that caters to the younger generation of users.
We need to offer a seamless job searching experience with modernized design solutions, tailored for young international students that emphasizes sponsorship-related features, one that differs from traditional job search platforms (i.e., LinkedIn, Glassdoor, Indeed, etc.).
COMPETITOR ANALYSIS
Users should be able to identify companies that do not provide H1B sponsorship to have a more seamless job searching experience
Opportunity 01
H1B Sponsorship Features
Users should be able to seamlessly record, manage, and track application progress without jumping between platforms
Opportunity 02
Job Management Tool
Users should be able to seamlessly record, manage, and track application progress without jumping between platforms
Opportunity 03
Refreshing UI/UX Design
ORIGINAL SITE MAP
IDEATION
I collaborated with the PM and the UX team during the ideation phase. Our goal was to think outside the box and generate as many interesting yet feasible ideas as possible based on our user and market research.
Out of the 32 initial ideas we brainstormed, we managed to narrow them down to 15 based on their relevance to research insights and cost considerations.
IDEATION EVALUATION
We partnered with the engineering and the marketing team to further narrow ideas down by taking two dimensions into consideration: (1) the potential impact of the action item and (2) the effort needed for realization.
Eventually, we greenlighted 9 ideas following by an extensive discussion. However, we decided to delay the offering of resume and interview prep services considering the MVP launch scope (highlighted in the yellow box).
USER FLOW
BEFORE
AFTER
User Flow 1
User Flow 2
Tab
Drawer
WIREFRAME
Reduced area for displaying content such as job descriptions
Higher navigation complexity - require more steps to switch between sections
Important sections may be less discoverable as they are hidden behind the drawer menu
Among the two navigation patterns (tab and drawer) we designed for the wireframe, the tab version emerged as our final solution due to its more refreshing UI and easier navigation for users.
Easier to navigate between sections
Good visibility
Easier access to 'Saved Jobs'
Navigation bar could be a bit crowded
The side drawer maximizes vertical space for content
Cleaner user interface
HI-FI PROTOTYPES
User Flow 1
User Flow 2
AI-Powered Job Match Assistant
We introduced an AI-powered assistant that swiftly analyzes and summarizes crucial job information. This innovative tool enables students to efficiently assess how well their personal background and skillsets align with job requirements, which streamlines the process of making bulk applications.
DESIGN SYSTEM
19%
User bounce rate dropped by 19% in two months after the product launched
1.8x
IMPACT
DAU grew by 1.8 times in two months after the product launched
9.6%
User satisfaction rate enhanced by 9.6% based on user feedback
LEARNINGS
Focus on Key Metrics
Understand the key metrics that truly matter to business success before starting. Dig deeper into the root causes that affect the metrics and match design solutions to better foster team alignment and enhance product consistency.
Engage Actively Across Functional Teams
Streamlined communication of project updates by maintaining active dialogue with different functional teams to keep every member informed and engaged. Collect diverse perspectives to refine product focus and enhance usability.
NEXT STEP
Introduce users to the updates of the website and guide them to the aha-moment.
Add Onboarding Screens
Resume & Interview Prep Services
We plan to launch tailored resume and interview preparation services, which will help students craft application materials that meet company standards and effectively prepare for the various roles they're pursuing.