Candidate Registration

Onboarding Redesign
Project overview
Candidates signing up for Vettery face a long onboarding process. Over 40% of candidates drop off during the flow. We wanted to implement resume parsing to reduce the effort required and in turn reduce the drop off. We also took the opportunity to redesign the interface and adress several know usability issues.
My contributions
As the lead designer on this project I helped guide the entire project from research to final implementation. This included conducting user research interviews, negotiating priorities with stakeholders from other disciplines, and coordinating with our ongoing design system and component work.
Project Goals

Jobseekers conversion and registration rate is very low.

The company invests lots of money on marketing to build our jobseeker pool, but our conversion and registration rate were incredibly low. We wanted to revisit our onboarding flow to see if we could increase these with an improved design.

Opportunity to introduce resume parsing

Resume parsing had long been a request by jobseeksers who found it frustrating to manually enter the same information that the resume contains.

Discovery


The Big Picture

Vettery is a hiring marketplace. Jobseekers apply once to our platform and then wait for employers to request an interview. Our platform and team works with employers to find the best candidates for their open roles, make the connection and facilitate the interview process. For this project we are focussing on the very beginning of the jobseeker’s journey.

Parsing provider testing

To kick off our exploration the engineering and PMs conducted an exploration of the leading parsing providers. This helped us validate the accuracy of these services and establish what content we could reliably retrieve.

Analyzing current flow metrics

Meanwhile I worked with our telemetry data to identify the most problematic parts of the onboarding flow.

Analysis of the existing interface

The problems were are the flow level helped we know where to dig deeper into the interface itself. This and interview with our candidate experience managers helped me identify questions and interactions that we considered the most problematic.

Key Opportunities

Mobile Friendliness
The current designs are almost completely broken on a mobile browser. With nearly 50% of traffic coming from mobile devices we needed an experience that was just as easy on mobile as on a computer.

Prioritize resume upload
It's currently the second to last question in the flow. With parsing we should prioritize the resume since many of the other questions wouldn't be necessary.

Save progress
Currently if a user abandons the flow and comes back they are redirected to the profile page instead of where they left off. This leaves a lot of jobseekers confused about what information we need to approve their profile.

"Kondo" the questions

With the opportunities identified, we revisited the questions across all 3 verticals. We removed the questions we could get from the resume and any questions that were not used in our matching algorithm to minimize the barrier to entry.

New Flow

The new flow ensured that anyone who made it to the profile was ready to be vetted for the platform while streamlining the process to only 3 vital questions in addition to the initial signup.

We used the flow to share our plan with stakeholders even before we had mockups to share.

Vertical question explorations and feedback

We couldn't fundamentally change the vertical question, so I explored several different approaches to the design, layout and styling to see if that would help users navigate the unusual question.

Final Designs


The final designs incorporated all the insight we had uncovered throughout the process. They also embraced a new brand aesthetic that rolled out at the same time.

Key Outcomes

Ripple Effects
The impact was immediate on our marketing team which estimated they could reduce spend by $1M a year and get the same results. In addition to that our candidate experience managers noticed they needed to spend far less time helping candidates before they were approved for the platform.

Registration Rate +10%
This is a huge jump for Vettery that translates thousands of job seekers every week. There was also a noticeable drop in support emails for vertical selection indicated that the design was also having its intended impact.

Conversion Rate +23%
What was originally a 50% drop off at the resume and work history step, dropped to 9% after our release. Combined with resume parsing this resulted in a 23% increase in overall conversion rate.

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