2023

TrueProfile
Dashboard that converts

TrueProfile is an online healthcare job search platform with 3 primary functions: Job Search, Verification, and Digital CV, all of which are interrelated. The company is looking to increase job application rate and CTR.

https://www.trueprofile.io/

Key Responsibilities:

UX/UI, User Research
Concept Design

Timeline

~1.5 week

TrueProfile is looking to increase job CTR and job application submission rate. To accommodate this, we launched ‘matched jobs’, and ‘similar job’ features in the previous sprint.

Background

From early on, I noticed that matched jobs weren’t getting many clicks. When discussing with the team’s data analyst, we learned that only a small percentage of users have completed the necessary fields required for ‘matched jobs’ feature to work.

Uh-oh moment

Self Audit &
Hypothesis

These necessary fields are part of Digital CV which is one of the main features of the platform, so what stops the users to completing it?

To understand the situation better, I did an audit on the current design and form a hypothesis to do interview later on. It became clear that ‘Digital CV’ was not being properly communicated to users both on what it is nor how it would help the users get their job. Therefore, it makes sense that the users are not completing their Digital CV form. The findings can be separated into 2 categories, as can be seen below:

Experience:


  • The landing page after the user logged in does not give clue to users on the main features and functions of the platform

  • The navigation does not assist users to complete their goals nor TrueProfile’s KPIs

  • Important contents are hidden in a page full of buttons

  • Getting to ‘Job Search’ requires the user to make 2 clicks, and go to 2 different page before landing on Job Search page

Visuals

  • No visual hierarchy on what is most important

  • Everything is tinted in blue making the platform dark and hard to navigate with little contrast

  • The colors does not follow the brand guide

Research

A 60-minute live sessions with 5 participants were conducted to understand how the users used TrueProfile, their understanding of the 3 main features (Digital CV, Job Search, and Verification), and what they accomplished and struggled while on the platform.

While we originally aimed for 6, our last participant was a no-show. However, since our findings were very consistent and we decided a 6th participant was not needed.

The interviews confirmed couple things:

  1. Clarity:
    All 5 participants struggled to name all the 3 primary functions TrueProfile offers. This means a better need for content hierarchy and communication, especially with Digital CV and verification

  2. Efficiency:
    Participants got lost and confused while showing us how they complete a task. It is also clear that they find completing digital CV to be “time-consuming” and the amount of information they need to put is “overwhelming.”

  3. Consistency:
    This one is something that the usesr did not notice a whole lot, but was mostly me when I did my own research, which was the lack of consistency in typography, buttons, and other design elements between all the pages.

While there are a lot to explore and need to be done, due to a limited time frame we only select a few to work on through impact-effort analysis

Findings

Clarity through Navigation
Currently, the pages we want user to navigate are placed at the lower half of the page, while lesser important tasks are put within top navigation. In the new design, we positioned the pages we want users to access most frequently within the top navigation, prioritizing ease of access to key features and create a grouping on for other lesser important pages.

This placement aligns with the common user behavior of gravitating towards the top navigation bar to explore and interact with essential product offerings, which encourages more engagement and clicks.

Ideas

Efficiency through prioritization
At present, users are required to make on average of 3.5 clicks and land on 2 pages before they can complete the main features. In redesigning the dashboard, we organize content hierarchy to matches business needs by:

  • Content part: directly shows their Digital CV progress and recommended jobs for the users without the need for user to click on individual page

  • Nav: lessen the click to job search, saved jobs, and submitted applications by adding dropdown

Kickstart through onboarding
For the “Recommended Jobs” and “Job Matching” features to work, certain fields on Digital CV are required to be completed. We break down complex task filling out long Digital CV forms into a series of smaller, manageable steps and place them on a different stages of onboarding journey to make the process less daunting.

This approach not only increase the chance of user completing the required fields but also ensures users are more willing to engage and complete the form.

Increase motivation with Milestones
In redesigning put a Digital CV to the front page for fast introduction, knowing that currently users are not aware of this feature.


A progress tracker is added and breakdown into milestones to give user a clear view of what they can do to “increase their CV strength”. The copywriting gives a clear benefit of this.

Keep the journey going through modal
Reward modal gives a sense of accomplishment as well as a natural but not forceful way to get user to complete the next component

Metrics
Tracking the performance of changes is very important to learn whether the new changes made any impact, I discussed with developers to add several metrics to track on Amplitude, such as

  1. Digital CV completion (separated into 3 events, 2 onboarding + 1 the rest) — this is so we can understand where the user struggled to complete Digital CV

  2. Recommended jobs application visited

  3. Verification page visited

  4. Saved job page visited

Results Tracking

Next

The Tea Shop