iOS App Redesign
Ana Bernardo (UX Designer)
Patric Macharon (Designer)
Andy Bunyan (Designer)
Pen & Paper
1:1 User interviews
Guerilla usability testing
Nudj is a talent referral iOS app, which have as a mission to kill CVs and making hiring more personal. Once you download the app, it works by connecting to your phonebook and you can see jobs posted by the people in your network.
Our brief was to look at how a user could import contacts from other channels (rather then their phonebook) and the invitations to potential new Nudj users.
We decided to user user-centred design approach over a two and a half week sprint. We organised our sprint in three phases: discovery (week 1), design (week 2) and deliver (week 3).
I started out by looking at Nudj’s direct and indirect competitors, to see what they were doing and how Nudj fit in the market. We then synthetised all these insights into one competitive analysis.
One big thing struck out: it was a very crowded market however all the tools available were solely focused on businesses interests rather than people’s interests.
That meant that the tools on the market were not taking in consideration personality and/or cultural fit on the referral process. For me, this was a key finding and a great starting point to our user research.
2 days: 2&3 February 2016
30 minute face-to-face interviews + usability test of current app
5 participants from tech, 5 from the creative industry.
We have spoken to 10 people from creative and tech industry because we’ve identified in our survey research that these were the people most likely to hire by referral.
We were able to get great insights but the main takeaway was that referrals are quite personal which is a big contrast to the current job sites, which were considered too spammy.
Synthesising all the data we got from our user research we developed three different personas: Ahmed, a candidate and Gavin & Maya, referrers of jobs.
The reason why we developed two personas for referrers type is that we felt this was the most important user type for Nudj, as they are growing their community and need to build their critical mass.
We focused on Gavin, the considerate assessor, as he represented a strong type of Nudj user. Gavin took referral as business and since he’s been in the industry for a long time he knows a lot of people. He has been purposely building his network along the years with the idea to start his own business one day. People would often come to him for advice on new hires. His main problem is because he tries to make personal referrals, they take a lot of his time and he wishes there was a simpler and quicker way.
I facilitated a Design Studio in order to start ideating solutions to our two design hypothesis, with our main user Gavin in mind:
1. We believe that allowing the user to connect to their social media networks will help them to share the job opportunities with more people because they won’t be limited to just the contacts in their phonebook. We will know this to be true when we see people sending out referrals beyond their phonebook.
2. We believe that If we build a personalised container, summarising the job information, will help people who don’t know nudj to discern that this a genuine job offer because they can see it’s coming from someone they know. We will know this to be true when we see the message is acted upon and has been opened.
We had two major outcomes from the Design Studio session. First, we were able to agree on Design Principles for Nudj, which helped us guide our design decisions.
Secondly, we had some leads on how to start our designs:an idea off a container to share new jobs and an idea of designing for behaviours, encouraging users to make personal referrals in a simple way.
We focused on two themes, to help users to grow their current contact list in app and to make nudj’s first contact with new users less spammy. That developed into three flows, which we used to develop our wireframes.
We started by building a paper prototype, so we can quickly iron out any usability issues but more importanty to validate our first ideas.
Once we had validate our initial ideas, we designed and tested two prototype iterations, one mid fidelity and one high fidelity. Initially we had only two flows, but applying the feedback from user testing we had 3 flows that we designed in our final prototype.
The main idea we persued was to incorporate in our designs what came from our research: referrals are personal. We decided to create different ways to help the user to personalise their referral messages in the quickest way possible, encouraging users to do so.
On the flow of adding new channels to which the user can import contacts into Nudj, the feedback we got was that people wanted to have options and control when importing their contacts. We designed to give the user two options, they could either import all their contacts by linking their social network at once or just being able to “nudj” people in differnt channels utisiling of the native iOS functions of sharing.
With this, the idea was born to show the users quantified data about their networks, in order to engage and encourage users. This also opened a new space that Nudj could use to retain users.
A major insight we had from user testing was that users wanted to be able to see the jobs details without having to download the app. We worked in desigining a container that could be shareable via different platforms which would be a quick snapshot of the job details. This would leave the decision to download or not the app on the users hands.
We have delivered a fully functional prototype in Marvel for the three user flows and you can test yourself by cliking here.
Nudj has implemented some of the work we’ve done and they have also hired me for a further design sprint to develop the first approach from Nudj to potential users, in iOS, Android and web. This has also been implemented in the current app and desktop.
We had very intestring data from our research, which we recommended to Nudj as future steps.
Referral bonus: we received contradictory data from our user research & testing. We feel that this would benefit from A/B testing, so Nudj can ensure quality of the referrals and explore how they can disclose the referral bonus to their users.
Expanding Networks: our research showed us that some users were more interested into tapping on their friends network of contacts, rather than being able to add multiple social media/channels of their own.
Nudj is a great tool and we believe that with the ideas developed in this project we can improve the app, to have people making more nudjs, more jobs and more perfect matches.