Ecommerce Redesign

Improving product discovery, clarity, and conversion for recruiters.

+1.6%

Orders from the home page entry

+11.4%

Orders from product page entry

The Challenge

The recruiter site is a core part of the prospect journey. Users needed a clear understanding of the product offering, while returning customers needed easy purchase options.

Inside the business, several assumptions were circulating:

We’re losing out to our competitors
Users didn’t understand the variety of products we offered
Product discovery was difficult because everything was put under “Advertise a job” or “Find candidates” navigation items.
Users didn’t know what our products looked like
Users didn’t know what to expect from our products

Discovery and Research

Analytics

Users bounced after clicking “Needs” and “Managed Services.”
Talk to us box wasn’t getting any engagement. Those users who did click click

Surveys

54% didn’t understand the product offering.
Many users didn’t know what the product looked like or what to results to expect.

Interviews

Validated personas: Small business owners, HR professionals, recruiters.
Find candidates mistaken for CV database login
Confusing content, which used a lot of internal jargon
Lack of clear, engaging product imagery.

Ideation and Design

Armed with the dicovery insights I facilitated workshops with the Ecommerce Lead Generation team using Crazy 8s and dot voting. We aligned on a new Home page and product page IA and navigation.

Digitised sketches into Axure wireframes.
Proposed new taxonomy and product groups.
Collaborated with stakeholders and content marketing to simplify messaging.

View prototype

Usability Testing

I recruited participants and tested the low fidelity prototypes, focusing on the Home page, product pages content and navigation.

Findings

Experienced recruiters preferred calling or chatting with an account manager, using the site only for reassurance and product information.

Content was rated far clearer and easier to understand

All participants wanted more engaging product illustrations

Side-of-desk recruiters valued product detail pages more than others

5 Second Test

I partnered with the digital design team to redesign the product imagery and validated clarity through usability testing.

Ran usability hub tests: users were shown images for 5 seconds, then asked what they represented.
Results confirmed imagery needed simplification and clarity.
After a few iterations we arrived at a direction and style of imagery that worked well.