Expert360

Signup & Onboarding Revamp

The primary focus of this mission was to update the Expert sign up experience to align with our current business and ensure that our process attracts Experts in the verticals we are looking to invest in. In order to meet forecasted demand we need to see a significant uplift in the Tech and Engineering talent vetted into the marketplace.

My Role

As a senior product designer, I spearheaded a comprehensive redesign of the sign-up process, beginning with meticulous research to discern both internal and external user needs. I orchestrated multiple workshops, engaging our primary user base (experts) and the secondary user group (talent team), to extract invaluable insights. With a focus on enhancing conversion rates and streamlining the expert invitation process, I formulated targeted assumptions grounded in genuine user requirements. Guiding the entire design endeavour, I successfully delivered a user-friendly sign-up wizard that empowers users to specify their expertise, upload CVs, set expectations, and build their profiles seamlessly from the outset. This achievement marks a significant milestone in optimising the user onboarding experience.

What I did as a Senior Product Designer

Understanding users needs, processes, and perceptions. Created empathy maps, journey maps, problem space, and goal statements
Conducting brainstorming and ideation sessions. Created so many concepts to solve our main issues (Quantity over quality)
Mid-fi and Hi-fi wireframes in Figma
Testing our top clickable prototypes with both internal & external users
Collating feedback and iterating the concepts
Maintaining the core Design System in Figma
Leading dev grooming sessions and design hand overs
Reviewing and validating Jira tickets
Conducting multiple rounds of QA

Project Background

Foundations of my design process

Users background

Engineers and Technology focused experts
Talents who are looking to find projects as soon as possible
Tech talents with tendency to Remote and Hybrid working sets
90% of the users were using web
Our internal talent specialists

User Needs

Sign up & Log in easily
Sign up with social logins
Sign up with LinkedIn
CV upload wizard
Work preferences settings
Interview booking
More complete experts profile
Having enough information on the vetting stage

Expert360 Goals

Increasing conversion rate
More complete experts profile
Easier vetting process
Valid experts information
Storing CVs for the internal team
More systematic vetting process
Systematic screening call
Happier end users
Happier internal users

User Flow Diagram

UI Spotlight

Sign-up & Log-in | Easier and more usable way of registration and log in with the help of social logins
Mobile Number Confirmation | Making sure we collect real and correct numbers. Better experience for pre-vetting stage
CV Uploading | Allowing experts to upload their CV or entering their work history items manually if they don’t have a CV available
Skills | Enabling the experts to set their skills for better vetting process and making sure our internal talent team has that information
Roles | Allowing the experts to choose more roles of their interests to reassure the matching algorithm is well-fed
Preferences | Enabling the experts to change their primary area of expertise during the pre-vetting process
Target Audience | New and easy way to collect our experts primary role at the first stage of sign-up
Account Creation | Easier and more usable way to differentiate between expert and clients account creation

Our Strategy

Focus on collecting data that will jumpstart completing the profile and assist in vetting – assume Experts signing up are high quality and will pass vetting
Reduce number of steps and increase value of data collected at each step
Digitalise as much of first stage of vetting as possible (allow phone screens to focus on things harder to capture)
Key delightful moments to help Experts understand the value of our product
Attract the experts that are aligned to our technology verticals

User Research

I dedicated several weeks to deep user research and analytics aggregation to understand what our internal users (Talent Specialists) and external users (Experts) cared about most, and what they really needed. This helped me form our real problem space better and create our goal statements for our target groups. This comprehensive research helped me better understand our business strategies as well.

Direct interviews with Experts
Direct interviews with our talent team
Direct interviews with sales and surveys
Quantitative user analytics
Reviewing and analysing “Full-Story” sessions
Continued competitive analysis

Usability Testing

Moderated Remote Usability Testing with Diverse Users

Following the internal review phase, we transitioned to the user-centric aspect of our concept testing. Leveraging moderated remote usability testing, we engaged with a diverse group of 8 users. This user pool represented a cross-section of our target audience, ensuring a comprehensive evaluation of the design concepts.

The insights gathered from our users were invaluable in refining our design. Through real-time interactions and observations, we not only identified potential pain points but also validated elements that resonated positively with the user base. Additionally, we assigned usability scores to quantify the user experience, providing a tangible metric to measure the success of our design iterations.

Design System

Designed multiple new UI components and added them to our Core Design System in Figma. I worked closely with engineers to make sure everything is a mirror on Figma and on storybook. Added all the guidelines and extremities notes to our newly updated components library.

New UI components for social logins
Complex dynamic components
Transition standards and micro-animations
Updated icon library
Accessibility checks for new components
Revamping our pills UI components
Created typeahead components with all necessary variants in Figma

Build & Release

I played a key role in the development and launch of our new product. I contributed by reimagining the technical flows to enhance authentication, creating detailed edge-case prototypes and documentation for the engineering team, and crafting compelling presentation decks for the company-wide introduction of the new product. Additionally, I coordinated with the QA team to conduct multiple rounds of quality assurance on the new user flows and worked closely with the marketing team to promote the redesign and provide educational materials for new users.

Technical flows to aid in authentication redesign
Detailed edge-case prototypes and documentation for engineering team
Created presentation decks for our company wrap to introduce the new product
Coordination with our QA team to conduct multiple rounds of QA on new user flows
Design documentation
Assets delivery
Handover meetings

Outcome

After implementing the new sign-up and pre-vetting features, the results after three months, as indicated by our analytics and full-story session reports, were remarkable. We experienced a 40% growth in conversion rates, attributed to a significant reduction in expert drop-off during the initial account creation stage. Additionally, there was heightened engagement across various aspects of the account creation process.

Furthermore, we observed a decrease in authentication and registration complaints, leading to a more seamless user experience. The internal team reported increased satisfaction due to the wealth of information available from the new expert profiles, enhancing the vetting process. We also saw improved handling of email digests and a smoother onboarding experience for new users.

With the new features in place, we ensured the collection of CVs in the correct format in our Backoffice, streamlining the data collection process. Additionally, user profiles were more complete immediately after acceptance through the vetting stage, enhancing the overall quality of our platform.