Creative Skills Site Optimization

 

CLIENT
Creativeskills.be is a job board targeted towards creative professionals in Belgium. Employers post jobs, and job seekers visit the job board to apply.

BRIEF
The client had analytics that showed that listing employer customers were not engaging with the paid listing options predictably and they had been fielding more support inquiries after launching the premium pricing models. Anecdotally, the current flow was confusing to business customers. Additionally, the job detail page had a lot of data and actions which end up overwhelming the client.

OPPORTUNITY
By conducting an experience audit, re-thinking the user flows, optimizing the UI and UX of the job detail page, we were able to better align with the business customer and aide them in achieving their goals. This was critical work as paid listings provided revenue for the business as well as leads that fed the listings engine of the site. I worked with the Creative Director and Funder (Bart Clayes), a UX researcher (Jean-Stéphane, and a UX Architect (Helen Wang) in a through a series of design sprints.

 

SKETCHING & PAPER PROTOTYPING

THE PROCESS

  • Conducted a competitive analysis

  • Heuristic evaluation of existing site and v3 staging site.

  • Conducted Phase I usability moderated/remote&local testing of CreativeSkills.io, specifically, the job detail page in current staging state.

  • Identified key pain points.

  • Created a primary user persona.

  • Created user task flow.

  • Created initial sketches.

  • Created a wireframe based on findings from Phase 1 user testing and analysis, and team sketches.

  • Presented the initial findings to our client for review, sign-off, and development of prototype.

  • Performed Phase II moderated/remote usability testing of prototype.

  • Gathered findings.

  • Presented findings from Phase 2 usability testing and next steps.

 

USER FLOWS/SITEMAP

p5_userFlow.png
 

INITIAL KEY FINDINGS

  • Current page load time was slow due to form data handling.

  • Navigation structure had inconsistencies that caused confusion.

  • Users were generally confused by pricing models and service offerings.

 
 

RESULTS

We updated the user flow, the information architecture, created consistent CTAs, and added info buttons for contextual discovery. The form submission process was shifted to the end of the customer flow, more opportunities were created for incremental saving, thereby reducing form submit time between the phases of the experience. Through analytics, we were able to see that customers were able to complete the post process with greater efficiency and through user interviews we were able to qualitatively see an uptick in confidence.

 

LINKS

creativeskills.be - live site

creativeskills.io - sandbox