Wavely Talent Signup Flow Optimization (Mobile)
Problem alignment: At the time, out of all the users who downloaded Wavely app, only 38% finished the final stage of signup and were able to access our app. If we are able to increase our conversion rate, we would be able to increase the number of users we have using our platform.
Solutions and approach: We’ve identified the two types of personas: ones with higher education and those who are students/not completed higher education yet. Given that a significant amount of our users don't have higher education yet, our hypothesis for the drop-off was that a good amount of people see the education section and feel that they are not qualified.
By analyzing the funnel’s analytics the biggest drop-off point we saw currently was the flow from entering users' basic information to entering the education/work experience (~48%). With the biggest error there’s being missing information to education.
On similar mobile apps, the average drop-off rate per step is around 20-40%. Right now, the average drop-off rate per step is around 38%. (Conversion rate for each step is 62%) It’s good to know that we are in the ballpark as other apps in terms of conversion rate. However, we decided to try to aim for the 30% (if not better). This means that with a simplified 3 step signup process, our overall conversion rate would go from 38% to 50%.
Solution: Optimize the onboarding flow by splitting the steps so the forms are only one mobile screen length maximum (vs. one scrollable page). Simplified questions/steps. Education and work experience placed on separated screens. The “Next” button should be easily accessible. If the question is mandatory and the user has not filled it out, the button would be greyed out. Add more personalization - if we could use their name, let’s use it.
My Role: UX/UI product designer.
“Women in Pandemic” Awareness Campaign.
Concept: Women have been hardest hit economically by the pandemic. According to recent statistics, more than 11 million women have lost their jobs, and 2.7 million have left their jobs since February 2020. The situation is so dire that it has been labeled the "She-cession." There was an opportunity for Wavely to tap into the demographic of women who have lost jobs or left the workforce prematurely through targeted marketing campaigns.
The objectives of the campaign:
Help women who have lost jobs to find their desired job through Wavely platform.
Inspire those who have given up their jobs due to the challenges caused by the pandemic to find jobs that are best suited for them.
The important part of this campaign was that it is women-led. The creative direction and messaging from the perspective of a woman were important to make sure the language and tone are correct. And in the process, we got to hire a woman to lead this project creatively, which addresses the problem at hand.
My Role: Art directed the visuals, developed the layout and content flow for the landing page. Worked with a 3rd party illustrator/animation artist as part of the team while making sure we are focusing on our primary target audience of women ages 24-35.
“Job Hunting Hurts” Campaign
Concept: to show solidarity and support for the level of pain people have gone through in the last year due to the pandemic. It’s not just people being laid off and looking for new jobs, but it's those who were left behind doing the work of two, sometimes three, people. And now, as companies are starting to hire again, life is different. Work from home is still a thing, companies have moved or closed offices. This is the largest office culture pivot since women entered the workforce. It has been heavy and quite a struggle for most Americans. This is a campaign that focuses on this struggle and works to make sure people don’t feel alone and know that Wavely makes finding your next job as simple as talking to someone.
My Role: Art directed the creation of illustrations concepts/creatives, content flow and layout for the landing page and social media.
Wavely Employer Onboarding flow optimization
Main Objective and Outcome:
Improve a conversion rate of employers signing up organically or via paid channels
Scope and plan a long-term plan to continuously improve the sign up rate of employers
Build key lifecycle/growth/product processes for completing the above 2 points.
During the research and competitive analysis stages we made following key discoveries:
Allow salary range to be optional but stimulate employers who choose to opt-out of providing salary
Allow users to join a company already on Wavely, but not be associated with any jobs in that company except for the one they posted.
Introduce different states of existence within Wavely - we want state-like existences of companies to reduce abandonment, and this format also empowers sales and CS teams to provide many more entry paths to converting employer users. Since employers will eventually account for 80+% of sales, it’s more important to save their information any time one of them enters the signup funnel.
My Role: UX/UI Product designer and art director for graphic design & illustrations.