The product & the problems
Aasaanjobs - Employer is a product allowing SMEs, corporates and most importantly startups to find blue-collar employees for positions such as delivery executive, call centre executive, receptionist etc.
It allows a business owner/HR to shortlist candidates from a vast number of assessed and verified profiles, and to further schedule interviews.
This product was built on both the android and the web platform, but the greater focus of the redesign was on the web product as it saw more usage amongst users.
The major problem was that the product saw extremely low usage from the users. Almost all the users (hiring clients) got in touch with the sales team to complete even basic actions due to the interface not being intuitive. This decreased operational efficiency of the sales team.
The second problem was a high drop-off rate during the onboarding process.
Trying to understand the underlying reason
Since the sales team handled all the client queries and managed their accounts on their behalf, they were the ideal source to determine problems in the product usability.
Sales executives in the company were interviewed to uncover the most pressing issues in the interface.
On the other hand, client interviews were also conducted to find out their technology usage patterns and their concerns with regards to interviewing process.
The conclusion was that the unintuitive navigation flow, as well as unclear information hierarchy and grouping, were the biggest culprits leading to the poor usability of the product.
Incorporating changes in the product
The action plan to create a better navigation and architecture was executed through the following small tasks:
- Card sorting exercises were conducted, the results of which directly fed into the information clustering decisions.
- The visual hierarchy was worked upon meticulously and card based UI was used, on the web platform as well as the app.
- The onboarding process was made much smoother by clever information grouping, better interface components and by incorporating better UI practices.
- Revamped tab navigation. Material design principles were closely followed in the app.
- Introduced widgets for common actions and marketing use.
- Revamped search filters that led to far more searches.
- Brushed up the brand styling and typography. We were able to establish an overall cleaner, professional look.
Instant decrease in onboarding drop-offs.
Overall increased usage and in-app actions.
Decline in the number of requests received by the Sales team for support on basic tasks.