The Clora website redesign aimed to enhance employer engagement, focusing on optimizing registration and onboarding. It empowered clients from the outset, ensuring autonomy and ease of use through strategic key actions and minimized friction points, driving increased engagement.
The Challenge
Our goal for this project was to delve into the operational challenges faced by Clora, a Life Science talent marketplace. The operations team is burdened with numerous tasks on behalf of clients, necessitating close monitoring of client to-do lists for timely execution.
The primary challenges include:
1. Enhancing employer engagement at critical touchpoints.
2. Creating tailored onboarding experiences for users based on their roles as interviewers or job description creators.
3. Revamping Clora's website to elevate the overall user experience.
My Role
Within the case study, my role involved leveraging my background in the talent marketplace to lead the redesign of the website's registration and onboarding process. Collaborating with two other designers, we conducted usability testing to identify and address user pain points. Subsequently, we developed a 13-screen interactive prototype, ensuring it catered to both customer needs and business objectives.
The Strategy
Initiating with Unified Goals
Through discussions with key stakeholders, we gained insight into their business challenges. Together, we identified risks, aligned our expectations, and established a common vision for the website. Afterward, we devised an experience strategy that detailed our phased approach and the website's direction.
Establishing trust through clear communication
Sharing our methods and thought processes helped establish a solid client relationship. Providing ample opportunities for input throughout the project built trust and fostered a comfortable environment for idea sharing, forming a partnership that will be valuable beyond this phase.
The Discovery Process
During the start of the discovery phase, we conducted a rapid and focused effort to establish project milestones, audit existing work, survey the competitive landscape, comprehend our client's vision, and start investigating user needs, behaviors, and pain points. Concurrently, we embarked on a technical discovery phase to determine feasibility and recognize constraints.
Early Insights
Leveraging prior interviews with potential and current clients of the Clora platform, the product team shared valuable insights. By extracting data and employing "I" statements, we constructed an affinity map, enriching our understanding of user experiences.
Initial Affinity Map
Focused Refined Affinity Map
Discovery Revealed
Our research unveiled hiring managers' practices, their perceptions of Clora's existing platform, prospects for incorporating new features, Clora's growth potential, identification of platform's beneficial users, user motivations for utilizing Clora, and challenges encountered by current users.
Developing a persona
Once we established a persona and matched it with our phased strategy, we could effectively rank the various processes and obstacles we aimed to address.
Utilizing our persona as a constant reference point throughout the project, we directed design choices, determined priorities, and fostered empathy among both the client and our team.
Deeper Insights
Before delving into sketches and design, we opted to conduct brand research and a SWOT analysis. This allowed us to assess what was effective, identify areas for improvement, and learn from competitors.
Among the competitors reviewed were Barrington James, a traditional life science recruitment agency; Monster.com, a well-established job portal and talent marketplace; Indeed.com, a rising star in the job portal sector; and LinkedIn, a professional networking and job search platform.
Current Website Analysis
Images and Typeface
The small images and typeface diminished the impact of the visuals and made it difficult to read key information.
Order of Importance
All the information on the homepage is crucial.
Currently, consultant searches and skills are given top priority. Our research indicates that it is essential to showcase all features, as hiring managers typically spend less than 7 seconds browsing a website. Capturing and maintaining their attention is essential.
This is an opportunity to reorder the content, starting with highlighting the companies that trust and use Clora. Followed by quantitative data, company/consultant relationships with testimonials, and an introduction to Clora's management team that will support their talent acquisition.
Implementing Gutenberg Principle
Currently, the consultant filter page on the website is arranged from top to bottom, making it challenging for users to quickly view all the information and necessitating frequent scrolling. This can be improved by using the Gutenberg Principle, restructuring the filter options to read from left to right for a more efficient user experience.
Sketching the Solution
Clora, an online talent marketplace, provides a white-glove hiring solution by dramatically reducing hiring time. By leveraging its pool of 11,000+ consultant experts, Clora uses its advanced search features and in-house talent matching expertise to identify candidates that match your project within a days. Additionally, the platform provides valuable built-in tools: scheduling, messaging, timesheet tracking, payroll and contract negotiations eliminating administrative frustrations.
Introducing The Redesign
Working on a sprint project meant tight timing and deadlines, requiring us to be highly efficient in conducting usability testing and gathering feedback. We conducted various interviews with stakeholders, Clora's talent strategy & success team, and hiring managers. The usability testing provided quick insights into necessary changes to meet user needs and address challenges.
The revamped Clora.com now features 13 new frames, including:
Home Page - Showcases companies that trust Clora for hiring, testimonials validating Clora's success, skill sets covered by Clora, and the team supporting clients.
Sign-Up Page for Employers and Job Seekers - Notifies users that their account has been created.
Sign-Up Confirmation Page - Confirms account creation for users.
Welcome Back Page (After Email Verification) - Greets users after they verify their email.
Employer Company Setup Page - Allows hiring managers to set up a company profile, giving them a sense of identity and autonomy.
Candidate Search Page - Provides a platform to explore job seekers and their skills.
Job Description Upload Page - For initial job description uploads.
Job Description Upload Page - Detailed Description - For adding more details to job descriptions.
Employer Dashboard - Provides employers with updates on the number of applicants, contacts made, interviews conducted, due dates, and the status of job postings.
