The What
- Conducted a comprehensive mixed-method study—combining usability testing, quantitative analysis, literature reviews, and market research—to pinpoint major obstacles faced by users on our job application website.
- Implemented a series of usability tests aimed at enhancing both the design and overall user experience of our digital platforms.
The Why
- Our Vietnam branch experienced lower user conversion rates compared to other Southeast Asian locations such as Singapore and Indonesia. This study aimed to identify and address the primary obstacles impacting user conversion.
The Who
- Collaborated closely with the Growth team to develop and implement a detailed research strategy.
The How
Phase one: Getting buy-in and scoping the problem space
- The Growth Lead initially resisted the idea of conducting research, so I opted to begin with quantitative analysis. Collaborating with the Data Scientist, I used SQL queries in Amplitude and Metabase to analyze user behavior from our databases. The objective was to identify leaks in the conversion funnel by examining user interactions and engagement patterns on our website.
- I discovered a significant mismatch between our target audience and actual users: while the Growth team was marketing to mid-senior level applicants, the data showed that most users were junior or entry-level candidates. Another key finding was that 90% of users who signed up did not apply for jobs.
Phase two: Talking to users
- Before selecting a research method, I reviewed previous studies conducted at Glints to understand the strategies used to improve the website. I discovered that usability testing had not been conducted in over a year, revealing a significant gap in evaluating user experience.
- I chose to conduct usability testing to identify specific obstacles in the user flow by observing how users interact with the platform. I led 7 in-depth usability sessions with both target users and active users identified through quantitative analysis, focusing on their job search habits, platform preferences, and overall website usability.
- For my recommendations, I conducted market research and competitive analysis to ensure the changes we made would not confuse users who were already familiar with similar websites.
The Impact
My research findings and strategic recommendations led to:
- A reassessment of job opportunities and applicants by the Growth team, enhancing outreach effectiveness and achieving a 10% increase in user conversion.
- Decisions by the Product team to redesign to fix the issues found from usability testings.
- The Social Media team formulating local branding strategies. I collaborated with the team to write a survey in understanding how our brands compared to other local brands.
- A follow-up study requested by the Growth team to evaluate the impact of new implementations.