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UX DESIGN FOR ONE LESS THING

PROJECT OVERVIEW

I worked on a team of three UX designers to redesign the homepage and the hiring flow of the Onelessthingsf.com. Throughout the project, we spent significant time getting to know users and the business. Over three weeks, we completed a number of UX research and design activities in order to create the best solutions.

CHALLENGE

The One Less Thing website had a problem with users not converting to paid subscribers, thus our client wanted us to redesign the hiring flow in order to increase the conversion. But through talking to users, digging through Google Analytics data, and conducting external audit via Similar Web, we landed on a primary problem to tackle — about half of One Less Thing new users  were dropping of the website landing on the homepage.

 
 

SOLUTION

We created the primary persona based on the research outcomes to design for the New Employer. For our persona, we designed two user flow concepts and two layout concepts that were A/B tested. The following examples are two of the iterations of a user flow for our primary persona, Sue:

  • Should users be able to view job candidates prior to payment?

The users found valuable viewing available candidates before posting a job.

The users found valuable viewing available candidates before posting a job.

  • At what point should users have to create an account to proceed?

Users found intuitive creating an account while posting a job. They also stated that they are more inclined to create an account throughout the hiring flow for going through the process helps them to better understand the value of the service.

Users found intuitive creating an account while posting a job.

They also stated that they are more inclined to create an account throughout the hiring flow for going through the process helps them to better understand the value of the service.

With our persona in mind, we implemented the following changes:

  • created job-type based hiring option
  • implemented three-step multipage hiring flow
  • made the available candidates for job visible
  • allowed users to change subscription plan if needed
 

OUTCOMES

The redesigned homepage and the hiring flow has plenty of effective changes:

  • mobile-first layout
  • the three-step hiring process
  • clear "How it works" value proposition 
  • smart search for job requirements
  • create an account as a job posting process
  • shortcut for posting a job
  • grouped jobs for household and for household/business