Product Designer, Visual Storyteller, Creative Problem Solver
homepagethumbnail_BOLD.png

Copy of BOLD

 
bold-logo.png
 
 
 

Project Overview

I am currently a UX designer at BOLD (formerly known as LiveCareer), a company that develops tools to optimize the job seeking journey. These tools include a resume builder plus customization to specific jobs, and a job search assistant browser extension.

My role is to improve account retention through strategizing on and designing interactions, pages, and flows to create a seamless and intuitive continuing experience for the job seeker.

 

Project Details

  • Duration: ongoing

  • Team: Four designers (including myself), four product managers, one UX researcher, one UX writer, one VP of product

  • My role: Wireframing, prototyping, presenting to stakeholders

  • Tools: Sketch, Axure, Marvel, Avocode

  • Deliverable Assets to build new pages on existing website

The Challenge

 

How might we retain paying subscribers through helping job seekers increase their chances of getting jobs?

 
 
 

Background

BOLD’s main selling factor is their resume builder. Millions of job seekers across the world utilize the builder tool to create new resumes, or make their existing resume more presentable. The business problem that BOLD has been running into is that a large majority of users, after building and downloading a resume, see no further need for such services and cancel their subscription. On the other side, job seekers are unaware of additional features that BOLD offers that would benefit their job search tremendously. The average resume strength score among users is relatively low (due to errors like typos, cliches, and tone), which means that many of those resumes would not pass applicant tracking systems.

Given this problem, the retention team was tasked with the compound task of making users aware of these additional features, making a convincing value proposition, and designing the flow and interactions of going through them.

Broadly, these two features are:

  • Resume Check: an interactive proofreading and editing interface that goes through every aspect of the resume in detail, pointing out errors and giving tips on how to increase its overall strength

  • Customize to Job Title: the system analyzes the existing resume and suggests specific job titles to customize it to, further strengthening it and increasing the likelihood of it helping the job seeker get interviews

The main page that I focused on was the dashboard, a centralized hub showing the user’s resume, its strength, and jobs that it matched to.

to be continued…

Previous Dashboard

Users expressed frustrated that the previous version of the dashboard felt disorganized. They also said that they didn’t know where to focus next.

Main challenges:

  • Not personalized to users

  • Many distractions with job tools and ads

  • No clear user journey path to next steps

 

Design Process

I was tasked with taking the existing design and expanding it, introducing job seekers to new features that would both benefit them and improve retention for the company.

The design process was as follows:

  1. Brainstorming with VPs and PMs

  2. Putting together and receiving requirements from PMs

  3. Low-fidelity design

  4. User testing and A/B testing via usertesting.com

  5. Design review

  6. Hi-fidelity design

  7. Stakeholder review

  8. Delivery to developers

Redesign

 
 
 

Depending on the strength score of the resume, users would see one of several use cases, all of which would funnel them to first making their resume strong by fixing errors like formatting, tone, and typos, then customizing it to specific job titles, then specific job listings. The above use case occurs once the user has completed the first two of the three tasks.

Users are immediately shown a thumbnail of the resume they built, with the option to download it or edit it further. However, because they have already made it strong, the main push is for them to use it to apply for jobs that are a good match for their resume. Therefore, the best-matching job is featured in the hero section, and additional jobs are listed below.

This redesign addresses the issues with the previous dashboard in the following ways:

  • Dynamic and contextual

  • Encourages ongoing engagement and conversions

  • Provides value through additional features

Results

After the launch of the V1 dashboard, results across all metrics were positive, with improvements in conversion time, revenue, engagement, and retention.