Plan Post and Pay!

Project Overview

Monster has pioneered job postings and hiring for over twenty years. Since 2017, however, the B2B side of the business has seen lower conversions across the site. However, we weren't trying to revert to a simple past. We aimed to create a strong foundation that embraced a rapidly evolving business and a more diverse user base.

WHAT'S THE PROBLEM

After conducting a focus group of 20 active users of our hiring site, there was consistent feedback on our B2B platform and hypotheses from several cross-functional teams.

Hiring page paywall from early 2018

Practice could have been made better with our attempts to make the paywall more efficient and easier to use. Over the years, different designers, product managers, and writers took this on as a project, trying different strategies, verbiage, and alternative looks. All attempts were made without going to our users to ask them what they thought.

Getting started with design thinking

You always want to know how your users feel—what they think, their pain points and frustrations, and how they apply that to your product or service. 

Let’s start with an Empathy Map to understand and gain insights into users' thoughts, feelings, and behaviors. It’s one of my favorite ways to jump in and get started because it’s a collaborative exercise that involves input from various team members, including designers, product managers, and anyone involved in the user experience. It provides a holistic view of the user, fostering empathy and helping the design team make more informed decisions that align with user needs and expectations. 

Empathy map for the hiring site created with FigJam

Personas are vital in UX design, helping create user-centered designs by understanding the target audience's perspectives. I used stakeholder insight, competitor analysis, and social media to understand the audience and demographics.

Personas for hiring.monster.com

the team

Planning a new paywall, profile creation, and job posting flow is quite an undertaking due to the impact on every business area, including the team members. We had to get everyone involved on board early—product managers, UX designers, engineering, content managers, writers, and data analysis team members.

In their book, “Lean UX: Designing Great Products with Agile Teams”, Jeff Gothelf and Josh Seiden explain why a Shared Understanding is so effective in UX design, and not just a new buzzword.

Cross-functional teams are focused on solving the same problem at the same time, and all members of the team are involved in the key moments of decision making.

My responsibilities

As the lead designer for this product, I needed to align different teams and their responsibilities to complete the project successfully. With all the knowledge, opinions, data, and mandates, every team member who touches a design project needs the potential for greatness. And it’s not the process that gets you there. It’s not a design trend, a favorite font, or yet another pseudo-name for problem-solving. It’s people.

Research & Testing

User Experience

Prototyping

Wireframing

Can a user's experience really be designed? No matter how good you are at planning an intended outcome, an experience is far too complex, nuanced, subjective, and personal to be planned. No one else owns that experience except the user.

As an organization, we value customer journey mapping because it effectively visualizes the interactions between a customer and our brand. Showing the countless ways our users can get from point A to point B and how the processes in place might aid or deter them.

Customer Journey Map

competition review

It’s one of the first natural questions that should come to mind. “Well, what are others doing?” As your customers will have to choose between your product and its alternatives, you need to analyze the experience they provide to customers. When reviewing both direct and indirect competition, look for commonalities, and similar flows. Define what is considered a standard experience for your case.

Competitor analysis on Indeed®, Linkedin® and Workable

Competitor analysis allows you to find out if there are any gaps in the market. If you have more time, start creating a simple matrix where you will list the core information about the competition. Understand what each competitor product is targeted at, how advanced their features are, what is their revenue model and market presence. Comparing it to your product will give you a high-level overview of where you stand.

Mid-fidelity wireframe for mobile

ZIGGING WHEN EVERYONE ELSE ZAGS

We’ve all seen the pricing wall with three or maybe four options. Everywhere you look, and everything you read pointed to that paywall structure…so it had to be working, right? I mean, was there any reason at all to test that theory?

Not according to our users! They found that having three options created decision fatigue. Many said that the first and second option, and the second and third were so close that it made it challenging to decide.

Wireframes of both desktop and mobile paywall options

Running quantitative tests to validate this was necessary. I loved the idea of just two choices. Also, one of the choices had a "Pay-as-you-go " option, adding three more choices to a crowded set of decisions. I’ve been a designer for a while and know that presenting two options was always a path to rapid decision-making.

But wait! I’m not the user here. What do I know, and more importantly, doesn’t this go against conventional theory?

Replacing three options with two simplified pricing options - Desktop View

Moving the Paywall out of the hero area and just below the fold based on user feedback. The general qualitative feedback was that our users weren't ready to make that decision so early on in the journey. Even our regular users admitted that it made more sense to be slightly lower on the page.

posting a hard-to-find job was once a hard job

Posting a new job opportunity for businesses is a big part of our e-commerce strategy and a significant revenue stream. The checkout process and the actual job posting were two different tasks, and because of this, users felt like this was a long process, not to mention that depending on which option they chose, the price would change dramatically. 

I reduced the number of buttons on job post/checkout pages by switching the design to checkboxes. This simple change helped cut down on confusion and increased conversion rates.

This seamless job posting flow increased purchase success rates, brought repeat customers, and reduced cart abandonment. The reason it worked so well was due to breaking up the process into different sections. By adding a simple "go back" link and a "save-for-later" link, our users found that very helpful when testing the design. It was also good for the business because it affected conversion rates and increased customer satisfaction.

ux is all about sales

UX is very connected to a business and, in one word, to sales. Yeah, I know; UX is about supporting people in their tasks, making things more straightforward and user-centered. My main goal is to simplify things, make information more transparent, explain and show processes, clarify conditions, and make it easier to choose between options.

This is where things get spicy.

Lower Bounce Rate:

Before redesign: 58%

After redesign: 38%

Increased Sales and Conversions:

Sales to our monthly programs increased by 35%.

Macro Conversions Rates: Up 13%

Micro Conversions Rates: Up 22%

Reduced Cart Abandonment:

On average, before redesign: 73%

On average, after redesign: 64%

Lower Churn Rate:

Before redesign: 6.9%

After redesign: 3.6%

working hard to make things simple

One of the most essential benefits of simplicity in UX design is improved usability. Simple designs are easier to use and understand, making it easier for users to complete tasks and access the information they need. This improved usability can result in higher satisfaction rates, more extended visits, and, ultimately, more conversions.

By making the user experience enjoyable and attractive, simplicity can help keep users engaged and increase the likelihood of them taking the desired action.

"Everything should be made as simple as possible, but no simpler."

Albert Einstein