
Desperate
I want to start working at an org as soon as possible.
- applies to almost every job that as
- wants to be updated about what’s happening at each stage
Upgrad · Edtech · 2021
A redesign of upGrad’s Career Centre across job discovery, job details, resume building and application tracking.
Face to Face interview on 26th August
Sr. Data Scientist at Amazon
The brief
The mission for UpGrad was to help learner’s achieve their desired outcomes. Although our transition was well below 12% and we needed to fundamentally change the this. To do that we had to first understand where we were going wrong. This problem started with discovery and stretched across the product funnel making it difficult for different persona’s to help achieve their goal of desired outcomes.
Research
MethodBehavioural interviews with users from different regions and levels of work experience, mapped into personas, a jobs funnel and storyboards.
We had to relook at who we are trying to solve the problem for? When and where do they need us? why do we really need to build this? What are the anxieties and motivations of the users? and how are we best placed to fill the gaps?
We worked with users from different regions and work experience to zoom out and understand their career motivations across life spans and also zoom in to their current ways in which they would go about fulfilling the task. The users were in a way representative of the Maslow's hierarchy - it is surprising in how it relates back to the way one looks towards the purpose of their work.
We saw a similar pattern of behaviour within the multitudes of anxieties and motivations. Whilst their goal and purpose would be different the cycle of action was the same with varying intensity and application. A universal funnel of sorts.
This helped us discover a flow to build for both extremes 1. for a highly discerning visionary in terms of meeting his/her exacting demands with deep validation layers, and 2. also make it very easy for the perpetual desperate or diffident user to find a place to work.
Design · Jobs home on mobile
How the jobs home on mobile felt familiar at first glance, and rewarded every step.
Everything needed to decide, on one card.
Progress up top nudged the cohort to act.
Tech learners filter by habit, so we led with it.
Fewer taps to the right roles.
Aim higher, at marquee companies.
The thinkingJobs home on mobile: the listing card, Overview, Filter jobs, Discover jobs and preferences.
We simplified to deliver a singular listing card which gave the most relevant details to understand the opportunity. This then repeated so the value became relatable.
Reinforcement at the top helped drive the action and reciprocation towards the application interview process, so as learners within the cohort interacted, they would invariably measure each other and the fundamental human behaviour of envy and competitive spirit would take over.
Filters were bumped up to the home page so discovery of relevant jobs is easier, also we realised that most users were mature tech audience and had been habitual to applying filters to find relevant results, so we cross referenced this from fashion.
We also pushed users to stretch their goals, basis their learning behaviour with what we identified as marquee companies they should aim for improving profile for the learner and subsequently for Upgrad.
Design · Job details
One page to judge a role, and the organisation behind it, before applying.
Role, place, pay and posting, at the top.
See the match, and what to learn next.
What it takes to succeed, stated plainly.
Every round, and what comes next.
Ratings, culture and facts, before committing.
The thinkingJob description and detailed org outlook: skills match, interview timeline, responsibilities, Glassdoor rating and company details.
We created a job details page which provided for deep validation and guidance. You can quickly skim whether your skills are a fit and realise where you should focus your learning behaviour towards. Understanding the factors needed to succeed in the interview and the job not only helped in getting a better transition, but also made learning focused on market requirements.
You could get a sense of the organisation and culture and whether it matched what you are looking for and also gave direction on any skills that you need to develop. You can actively track your job application and decide your next course of action.
Design · Resume builder
Resumes turned out to be the hook that got learners to commit.
The most wanted, most impactful feature in testing.
Download, rename or delete any version.
Tidy names without leaving the library.
Browse the same library either way.
Clear status, even when offline.
The thinkingResume library in grid and list views, rename and delete actions, an upload retry and system toasts.
One of the most surprising wants users had was for building good resumes. This in fact was the most impactful feature in our user testing and single handedly changed the dynamic, in terms of utility of the platform, with users kicking of with resume building.
We were then able to start to track for them their job application status, provide guidance and deliver on the eventual transition. This act of commitment showed the desire of users and how it matched with their aspiration.
We allowed for building your resume with support text both on web and mobile and created a versioning system for the user to know the edits and use as per need.
Design · Application tracker
One board to keep every application moving.
Applying widely scattered focus.
Applied to closed, at a glance.
Interviews surface with the date.
Update an outcome in a tap.
Offers and misfits, side by side.
The thinkingApplied jobs as a kanban across applied, shortlisted, interviews and closed, with status and remark actions on each card.
Learner’s whilst applying went with a lot of choices, this then made it hard to organise the different opportunities, which in turn affected focus and preparation, leading to suboptimal results.
A kanban board, connected with the details page, combined an ability to add remarks made the entire job hunting process smooth and efficient, resulting in a massive jump in conversions.
Outcome · quarter on quarter
145%
Increase in number of unique visitors compared to previous quarter!
↑ 2.45× unique visitors
134%
Increase in job applications compared to previous quarter!
↑ 2.34× job applications
57%
more offers received by learners compared to previous quarter!
↑ 1.57× offers received
200%
more jobs were found relevant by learners compared to previous quarter!
↑ 3× jobs found relevant
Selected work