Challenge
Increase retention in the Jobcase Community.
The majority of first-time users arrive to perform a job search, and don't explore Jobcase further. How can we leverage the Jobcase Community to bring members back?
Business Need
Retention increases revenue-generating job clicks and applies.
Business Need
Retention increases revenue-generating job clicks and applies.
Context
Product
Jobcase is a social media platform dedicated to advocating for and empowering the world’s workers.
Over 130 million members connect on Jobcase to find jobs, share advice, and navigate the work landscape together.
Jobcase is a social media platform dedicated to advocating for and empowering the world’s workers.
Over 130 million members connect on Jobcase to find jobs, share advice, and navigate the work landscape together.
Community Team
I lead design efforts on the Jobcase Community team, collaborating with a Product Manager, Engineering Manager, Data Analyst, and several Engineers.
User Research
I conducted interviews with users who fit our member demographics utilizing UserTesting.com. A preliminary screener questionnaire was used to qualify participants who were actively seeking employment using online resources.
We asked questions to understand:
• How job seekers perform a job search
• How job seekers think about a job search
• How job seekers feel about a job search
Meet Claire
As themes emerged in our interviews, I created a lightweight persona to carry forward these insights and keep them top-of-mind.
Attitudes and Motivations
• Looking for a change (post-pandemic mindset)
• Values work-life balance and fair pay
• Tired of being ghosted by employers
Pain Points
Pain Points
• A job search is very challenging (emotionally and logistically)
• Scammers target job seekers
• Job sites often suggest irrelevant content
"An Emotional Rollercoaster"
Journey Map
To further memorialize, I charted Claire's job search experience using through an emotional lens.
Problem Statement
Our users' primary pain points distilled into a clear problem statement.
Frustrated job seekers need a trustworthy support system while they navigate spam, scams, and unresponsive employers.
Discovery
After framing the problem, I facilitated a kick-off workshop to spark inspiration and buy-in with the team.
Kick-off Workshop
• Invited and involved stakeholders
• Presented user research
• Aligned on problem statement
• Brainstormed areas of opportunity
Attendees agreed:
• Personalized experiences establish trust with users
• 77% of members have job search history we can leverage
• A personalized experience built around Claire's job search history is a large opportunity
Hypothesis
A personalized experience reflective of job search history can increase trust in the Jobcase Community.
Earning Claire's Trust
Relevant Community content unlocks Claire's trust in the platform— empowering her to leverage the Jobcase Community when navigating stress, scams, and other job search challenges.
Flow Diagram
A simplified diagram helps our team align on the general user experience.
A Curated Community
With a few swipes Claire's Community experience is optimized around her job search so she can immediately tap into the support she needs.
Streamlined Personalization
Relevant Questions
Questions Answered
On return visits, we continue to introduce content related to Claire's search queries— this time in the form of questions answered by the Jobcase Community.
It's Who You Know
As Claire continues to scroll the Community feed, we introduce additional opportunities for her to connect with members who's work experience matches her company of interest.
Relevant Connections
Relevant Groups
Strength in Numbers
By surfacing relevant Jobcase groups, Claire can leverage the support of like-minded workers rallying around common challenges or interests.
Usability Testing
"It's a question I
didn't have to ask."
didn't have to ask."
Prior to building, I tested prototypes to validate our hypothesis.
Participants expressed that seeing personalized content helped establish credibility in the Jobcase platform.
Testers especially appreciated the suggestions of relevant questions — noting they would be hesitant to post themselves on first visit, and would prefer browsing previously answered questions.
Participants expressed that seeing personalized content helped establish credibility in the Jobcase platform.
Testers especially appreciated the suggestions of relevant questions — noting they would be hesitant to post themselves on first visit, and would prefer browsing previously answered questions.
Claire at her great new barista job :)
Feedback functionality
Refinement
Reflecting testing insights, I refined my designs to be more adaptive to user feedback— in case their interests differed from the suggested content.
Reflecting testing insights, I refined my designs to be more adaptive to user feedback— in case their interests differed from the suggested content.
Results
This personalized experience led to a 6% increase in retention.
Our team and stakeholders celebrated this as a win. 🎉
Reflections
Remain Curious
In technical discussions with engineering, it can be intimidating to admit knowledge gaps.
During this work, I found reward in asking questions to gain a better understanding of backend technology.
