Design portfolio / UI UX design / Worca Website UX design
Worca Website UX design
2023 B2B industry project sample. Global HR Platform Enterprise Website UX Research Response.
Special thanks to John Gakau, Jasmine Yuan.
About This Project
Worca is a global HR platform that helps companies onboard top talent. Their intelligent SaaS tools enable clients to scale their teams efficiently. We aim to help Worca improve their online presentation and get more people onto demo calls.
Through a collaborative user research into Worca’s key (B2B) business target audience, we gained understanding about users' needs and pain points, in order to identify right problems and propose rational website design solutions.
Timeline
2022-2023, 9 weeks
Team
Research analysis and design response were created individually. User interviews were conducted together with Harness Project design team of 8 designers.
Role & Discipline
User research, UX design
Project Framework
1
Empathize
- Stakeholder Interview
- Key Insight & Worca’s Goal
- Competitive Analysis
- User interview
2
Define
- User Persona
- User Journey Map
- User Flow
3
Ideate
- User Research Key Insight
- Problem Statement
- Reframe The Goal
- Design Direction
4
Prototype
- Design Solution & Wireframe
- Summary
Stakeholder Interview
We began with stakeholder interview to understand what our client Worca need. To prepare the stakeholder interview with Worca, our design team collaborated online to identify important themes and formulate questions.
We conducted our client interview with two company stakeholders through video conference. Afterwards, we had a better understanding of our clients' goal, current problems and potential needs. We summarized our interview contents into 8 themes using Affinity Mapping.
Key Insights
“Creating the world’s most dependable tools and resources for recruiting and managing global talent”
-- Worca's vision statement
The stakeholder interview gave us a better understanding of Worca's current state. Worca provides services that not only help small businesses but helps connect talents with remote work. One thing needs to be clear is that Worca's target audience are business clients, instead of talents who are seeking for jobs. Business clients are most interested in Worca's global hire/recruitment service.
What's going well
- Worca is currently the only one on the market offers a more completed and automated set of features that without third party dependency
- Some of the features receives positive feedbacks from current users
- Strong referrals from investors and existing clients
- Demo calls help build trust with potential clients
Here's some pain points:
- Failed to target the right audience cause false or Unqualified Leads
- Clients' misconception about hiring international talents through online hr services
- Clients' mistaken about Worca's service for only being a recruiting company instead of being a one-stop shop)
After discussion, our design team reached to an agreement that we need a way to showcase Worca's abilities on the website so that their target audience will be intrigued enough to “book a demo” with them.
Worca's Goal
To get more inbound leads and increase demo requests.
Competitive Analysis
After the group collaboration on stakeholder interview, I conducted a competitive analysis based on the four potential competitors mentioned in the interview.
User Interview
To gather insight on the user experience of Worca's website, our design team interviewed 6 different users, including 4 current Worca clients and 2 new users visiting Worca's website for the first time. We wanted to understand how users feel and how users navigate around the website. To prepare for user interviews, our design team collaborated on user interview script.
User Persona
Based on our user interviews, I created a persona to represent the target audience of Worca's website.
User Journey Map
Based on the persona, I visualized the process of customers' experiencing Worca's website. It helps stakeholders to understand customers' potential pain points and needs along the journey.
User Flow
Based on the persona and user journey map, I created a user flow of a start-up owner/co-founder finding new professionals to join the company through Worca's website.
User Research Key Insight
Value Proposition
Users have misconceptions about what kind of company Worca is and what is the main service.
- Clients are most interested in the global hire/recruitment services, but website headline did not emphasize that. Instead, it just says HR platform.
- Potential ideal target audience are B2B clients who looking for talents, not talents who looking for jobs.
Reliability & Trust
Potential new users are not clearly introduced to current users' favorite traits about Worca on the website to build trust with Worca.
- Worca has a good reputation among current users, but fails to convey the same level of trust on website
- Potential clients are not educated enough about why choose online hr services to hire global talents and why choose Worca to achieve it.
Navigation & IA
Users find it hard to locate important information through the current navigation and the information architecture.
- Users do not have an intuitive and smooth user experience with the current navigation and are not able to find enough necessary information on landing page.
- Several important resource pages do not have good findability.
Problem Statement
How might we help Worca's website communicate more clearly and effectively with their target audience of B2B clients to increase inbound leads?
Reframe The Goal
Worca website already has enough useful content. My goal is to help users access necessary information in a more intuitive and faster way.
Design Direction
Based on the problems we identified in the user research, I came up with several design response ideas for each theme mentioned above.
Value Proposition
- Rewording landing page headline to better convey Worca's value proposition.
- On landing page, prioritize a section of introducing different services that targeting different audience.
- On landing page, add a button "Join Worca talent network" as a separate entrance for job seekers.
- On landing page, add a chatbot feature to provide immediate responses to potential clients.
Reliability & Trust
- On landing page, add and prioritize a section of "why choose us", including "testimonial" and representative "use cases".
- On landing page, add an intro video "Play" button in the first section.
- On landing page, add a button "Join Worca talent network" as a separate entrance for job seekers.
- On landing page, add a section to address platform security.
Navigation & IA
- Adjust information architecture and site map to increate findability for users.
- Recreate navigation bar based on the new sitemap.
- On landing page, add CTA buttons after each section to encourage users to take desirable actions.
Design Solution & Wireframe
01 Redesign sitemap and navigation bar
Sitemap
In below images, red highlights are primary navigation elements, orange highlights are secondary navigation elements, light yellow highlights are tertiary navigation elements, white elements can only be found in footer section.
- users not able to have an overall grasp of the website content when first landing on the website.
- most of important information pages are not available from the main navigation section.
- Integrate "Who we serve", "Solutions" and "Business size" under one big umbrella "Platform", so that users can have a clear image of Worca's service and target audience at a glance.
- Add and prioritize a new section "Why Worca" including "Our advantages", "Compare" and "Case study". Users can comprehensively relate to Worca's reliability and reputation. (Currently these contents are hidden in the footer.)
- Add a new section "Resource" including "Worcapedia", "Referal", "Blog" and "FAQs". Users can quickly locate important resouces. (Currently these contents are hidden in the footer.)
Current sitemap
New sitemap
Navigation Bar
Based on the new sitemap I created above, I redesign the navigation menu bar.
- Low findability for several important pages, such as case study, resources, etc.
- Over simplified design make new users feel hard to know Worca, feel clueless to locate information, not even to build trust with Worca before booking a demo call.
- Prioritize Worca's service, target user groups and why choose Worca.
- When hovering on "Platform" on menu bar, users will have a complete overall understanding of Worca's services and target groups.
- Add "Why Worca" in the navigation bar to help users learn our competitive advantages and successful use cases, in order to build trust with Worca.
- The description information under each sub-category title can help users grasp the core value of each feature and functional page.
- Improve website's findability. Users can reach to most of the valuable pages to find relevant content.
- Increase more connections between website pages.
New navigation
Design Solution & Wireframe
02 Landing page redesign
Based on the user research, new sitemap and navigation I proposed, I redesigned the landing page and visualized it into wireframes.
- Worca’s current landing page includes CTA button "book a demo", see features, product image, partner logos, major features and contact form, which lacks of several important information and fails to educate users about what are Worca's service, why choose Worca and some other resources page links.
- Current title does not clearify Worca's value proposition and target audience.
- Change the title wording to "All-In-One Global Hire for Distributed Teams" instead of "All-In-One People Platform for Distributed Teams".
- Add new sections: Worca's services by role, case study, Worcapedia, link to pricing page.
- Add new features: "Get Started" button link to "contact with sales team", a button link to a brief video about Worca, a 24/7 available chatbot.
- Add small details: add CTA button after each section link to service pages, add small caps pre-title to identify the key feature, cdd "contact with sales team" button after case study.
Low fidelity wireframe
High fidelity wireframe
Summary
I went through a very thorough user research in a professional and efficient way. Through collaborating and communicating within a design team, I learned to conduct interview scripts, lead a client interview, and conduct research analysis.
I received positive feedbacks after presenting the Group Research Review and my customized UX Research Response to Worca's stakeholders. If I have more time on this project, I would interview at least three more users, design a high fidelity mock up and prototype, conduct at least five more usability tests.
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