Underwhelming first product experience.

‍The platform was dealing with the problem of most users not engaging after their sign-up. Users did not interact with vacancies; and did not start 'liking' and 'connecting'.

Sales had a hard time selling the platform as impressions, likes and connects were a big part of what they sold to employers.
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Also this lack of interactions caused the 'cold start' problem for the recommender system: without data the system could not recommend interesting jobs.
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This means that users arrived at an empty home, with bad job recommendations at best. Quite an underwhelming first product experience.

UX Research.

‍UX Research showed that user had no clue what the value was of the core interactions of 'liking' and 'connecting' on the platform.

Gamify the onboarding.

The goal of this new onboarding was to:
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1) train behaviour in a gamified way (get users to like and connect).
2) get data to enhance their first experience on home (overcome cold start problem for our recommender system)
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3) let the user experience the value of the product directly
4) make it intuitive and minimal effort.
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5) create a delightfull experience

KPI's: number of likes and number of connects per unique user.

What are you looking for?

We started with the user in mind and directly asked how we could help them. This helped users with their main task of finding a job ánd we got data to start recommending interesting jobs.
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The onboarding form is designed to be intuitive and minimal effort. No unnecessary open questions, but easy tab-tiles.

Train behaviour from the start.

Main goals was to get the user to start liking and connecting straightaway. So we showed their first recommended jobs and companies in a matter of seconds.

The liking and connecting interfaces give important explanation, train the 'design patterns' used in the platform and nudge to start liking and connecting directly.

This worked well and increased like interactions by 190%* and connects with 300%* on average.

Fun fact: the 'loading' screen was not necessary from a technical point of view. It is only designed to create anticipation and to increase perceived value of the generated jobs and companies.

*Numbers are not allowed to be published, but give an indication.