PROJECT
Profile Match
DESIGNER
Hugo Garduño
Product Designer at OCCMundial who enjoys relaxing outside his world and thinking about how there is nothing new under the sun.
Product Designer at OCCMundial who enjoys relaxing outside his world and thinking about how there is nothing new under the sun.
OVERVIEW
OCCMundial is a mexican employment marketplace. You can find jobs and career related information or recruit the ideal candidate.
DISCOVERY PHASE
Context
OCCMundial faced two key challenges:
OCC Mundial faced the challenge of enhancing the application experience for candidates and improving the quality of applications for recruiters (6 applications for every 10 viewed jobs).
I led the end-to-end design process for a solution that enhanced the job application experience for candidates while improving the quality of applications for recruiters. From discovery to delivery, I drove the research, ideation, prototyping, testing, and final implementation. OCCMundial, a leading employment marketplace in Mexico, sought to address key challenges in matching candidates with job opportunities aligned to their profiles, and this project delivered a comprehensive, user-centered solution.
To understand candidate pain points during the job search and application process, I led user interviews with 20 participants based on user personas. The research focused on:
OCCMundial faced two key challenges:
- For recruiters: A CSAT satisfaction rate of 65% and low-quality applications (only 20% of applications met their expectations).
- For candidates: A lack of confidence in knowing whether their résumé met job requirements and difficulty finding jobs that matched their skills, location, salary, and experience.
OCC Mundial faced the challenge of enhancing the application experience for candidates and improving the quality of applications for recruiters (6 applications for every 10 viewed jobs).
I led the end-to-end design process for a solution that enhanced the job application experience for candidates while improving the quality of applications for recruiters. From discovery to delivery, I drove the research, ideation, prototyping, testing, and final implementation. OCCMundial, a leading employment marketplace in Mexico, sought to address key challenges in matching candidates with job opportunities aligned to their profiles, and this project delivered a comprehensive, user-centered solution.
Discovery
To understand candidate pain points during the job search and application process, I led user interviews with 20 participants based on user personas. The research focused on:
- How candidates search for jobs and compare opportunities.
- The type of information they value most.
- Factors influencing their decision to apply for a job.
- External factors impacting their decision-making.
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Identifying impactful insights
Using affinity mapping, I organized and categorized user insights, identifying key patterns and priorities. I further synthesized these insights through empathy maps, which helped highlight unmet needs and behavioral patterns, laying the foundation for actionable design solutions.
Using affinity mapping, I organized and categorized user insights, identifying key patterns and priorities. I further synthesized these insights through empathy maps, which helped highlight unmet needs and behavioral patterns, laying the foundation for actionable design solutions.
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PROBLEM
Problem Statement
By framing the problem with How Might We (HMW) questions, I guided the team (Tech, Marketing, Product, Data) toward a human-centered design solution. The central HMW question was:
By framing the problem with How Might We (HMW) questions, I guided the team (Tech, Marketing, Product, Data) toward a human-centered design solution. The central HMW question was:
“How might we make it easier for candidates to find jobs according to their skills, experience, desired salary, and location to improve apply quality?”
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IDEAS
Ideation workshop
I facilitated a multidisciplinary ideation workshop to generate innovative ideas for solving the defined problem. My role included:
I facilitated a multidisciplinary ideation workshop to generate innovative ideas for solving the defined problem. My role included:
- Structuring the workshop and prioritizing HMW questions.
- Facilitating remote sessions with participants from product, design, and engineering teams.
- Documenting all ideas for further analysis and prioritization.
Key Ideas Generated:
MVP:
I collaborated in defining the MVP features to address user and business goals:
- Displaying Profile Matching to show candidates how well their profiles align with job requirements (e.g., salary, education, experience, skills, and location).
- Providing a detailed summary of the compatibility between job vacancies and candidate profiles to boost confidence and improve the application experience.
MVP:
I collaborated in defining the MVP features to address user and business goals:
- Profile Matching Indicators: Displaying a percentage score that reflects how closely a candidate's profile matches the job requirements, including criteria such as salary, education, and skills.
- Compatibility Summary: Providing candidates with a clear and detailed view of their fit for specific job openings, increasing their confidence in applying.
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Set metrics
Business Goals:
Customer Goals:
These metrics align with both business and customer objectives, serving as benchmarks to measure the feature’s success in improving user experience and delivering value to recruiters.
Business Goals:
- Improve Candidate Application Quality:
- Increase the ratio of quality applications (candidates meeting job requirements) to at least 40% (from the baseline of 20%).
- Enhance Recruiter Satisfaction (CSAT):
- Improve CSAT from 65% (neutral) to 75% (satisfied) within six months of the feature launch.
- Increase Net Promoter Score (NPS):
- Boost NPS for recruiters by 10 points by ensuring higher-quality applications.
Customer Goals:
- Improve Application Match Confidence:
- Ensure 80% of candidates understand the profile matching score and use it to determine their likelihood of success (Measure through a survey and customer effort score).
- Increase "Percentage Score" Applications:
- Increase the percentage of applications submitted to highly compatible vacancies by 40%.
- Boost Customer Effort Score (CES):
- Reduce perceived effort in identifying relevant job postings, targeting a CES increase of 1.0 point on a 7-point scale.
These metrics align with both business and customer objectives, serving as benchmarks to measure the feature’s success in improving user experience and delivering value to recruiters.
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TESTING
User testing
I led usability testing sessions to evaluate and refine the Profile Matching feature:
Objectives:
Key Findings:
I led usability testing sessions to evaluate and refine the Profile Matching feature:
Objectives:
- Assess the clarity of labels and icons to ensure users understood the matching score and its relevance.
- Test the positioning and visibility of key UI elements for intuitive navigation.
- Gather user feedback to refine the copy, iconography, and layout for better comprehension and usability.
Key Findings:
- Clarity of Labels: Users understood the meaning of the matching percentage and found the information valuable.
- Placement: Some testers suggested better placement for easier visibility.
- Iconography: The briefcase icon was well-received and associated with professionalism, security, and compatibility.
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THE SOLUTION
Desing: Profile match
I designed the Profile Match feature with a focus on enhancing user confidence and application quality:
The result was a seamless, user-centered feature that improved candidates’ ability to identify suitable jobs and recruiters’ satisfaction with application quality.
I designed the Profile Match feature with a focus on enhancing user confidence and application quality:
- A high compatibility indicator that uses a percentage score to help candidates quickly understand how well they align with a job vacancy.
- Simplified copy to clearly communicate compatibility without causing confusion.
The result was a seamless, user-centered feature that improved candidates’ ability to identify suitable jobs and recruiters’ satisfaction with application quality.
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