Robota.ua: increasing employer engagement
Robota.ua is the first online job search platform in Ukraine, with almost five million Ukrainians using its services. It helps people find jobs and companies find employees. The company's core mission is to help job seekers and employers find each other quickly, easily, and with minimal stress.
Project type
Course project
Domain
Job search platform
Timeframe
4 weeks, 2023
Problem
The job posting platform robota.ua is experiencing lower engagement from employers who need to post 0 to 5 vacancies per month compared to its main competitor, resulting in fewer active employers and published vacancies.
60% of users choose to publish their vacancies on the competitor's platform before considering robota.ua.
Task
To research how employers posting 0 to 5 job vacancies per month decide where to publish their job listings, whether on robota.ua or competitors' platforms..
Implement strategies to increase the number of active employers and job vacancies published on robota.ua.
Process
Discover
Client briefing
Competitor analysis
Preparing screening form
Interview recruitment
Conducting interviews
Define
Research results analysis
Defining user’s pains, gains and jobs
Creating value proposition canvas
Develop
Brainstorming “How Might We” questions
Product hypotheses
Prioritization
Deliver
High-fidelity designs
Prototyping
Usability testing
Presenting solutions to stakeholders
Team and responsibilities
This course project was conducted for an actual client with a real problem. Our team consisted of five product designers. My responsibilities in the project included:
Client briefing
Collaborative development of a screening form with the team
Conducting a part of user interviews
Collaborative problem definition and solution ideation with the team
High-fidelity design, prototype creation, and usability testing of hypothesis 2
Presenting the final solution to the client.
Process
12
Interviews
27
Gains
37
Pains
4
Usability Tests
Research insights and deliveries
User interviews insights
Value proposition canvas
“How might we” and prioritized ideas.
Hypothesis 1
The registration flow is excessively lengthy compared to the main competitor.
So we will simplify the registration process for employers.
Then the registration process will be faster and easier for employers.
We will be right if the success rate of completed registrations shows a noticeable increase.
To address the product issue, we made adjustments to the employer registration form. Our primary goal was to simplify the process, which entailed introducing alternative network registration choice and eliminating unnecessary fields from the registration. These enhancements make it easier for new employers to complete the form and start using the product more quickly.
Hypothesis 2
Many candidates have incomplete profiles on the platform.
We will implement a progress bar with motivational cues to encourage candidates to complete their profiles.
Then there will be more candidates with completed resumes.
We will be right if the percentage of closed vacancies increases.
We added a progress bar and motivational message to encourage candidates to complete their profiles. This aims to increase the number of candidates with completed resumes, which should lead to a higher percentage of closed vacancies.
Hypothesis 3
There is a low response rate to job postings, leading employers to use alternative platforms and potentially leaving robota.ua.
If we include a question in the registration process that gathers candidates' job requirements.
Then we can provide personalized job recommendations immediately after registration, matching candidates with the most suitable offers.
We will be right if the applicant's bounce rate after registration decreases.
Now there are no jobs recommendations for candidates after registration. To keep candidates on the platform and to solve the problem of low response rates, we will show recommended jobs immediately after creating a resume when registering.
Project results
In summary, our research have led to practical solutions. Simplifying registration, encouraging complete profiles, and offering personalized recommendations can help Robota.ua boost employer engagement and improve the user experience.
Additionally, our research has uncovered several potential areas for future enhancement:
Addressing issues related to employers checking candidates' skills, such as English language proficiency.
Simplifying filter usage in the candidate database.
Improving communication in the chat feature.
Finding solutions to challenges with candidate responsiveness and activity on the platform.
