UI/UX Design Case Study: Serving Skill
About Serving Skill
Serving Skill is a specialized recruitment platform aimed at facilitating connections between job seekers, employers, and campus placement coordinators. Our task was to design a new website from scratch that would cater to the unique needs of these three distinct user groups while maintaining an intuitive, user-friendly experience. This fresh design aimed to make navigation seamless, improve engagement, and provide valuable features for all stakeholders in the hiring process.
Project Goals
- Clear Content Organization: Ensure easy access to tailored information for job seekers, employers, and campus placement coordinators.
- Enhanced User Experience: Develop a responsive and engaging interface for a diverse audience, with distinct pathways for each user group.
- Optimized Job Search and Posting: Simplify job searches and recruitment processes to reduce friction and encourage user engagement.
- SEO Optimization: Implement SEO strategies to drive organic traffic, making it easier for job seekers and employers to find the platform.
- WordPress CMS: Ensure flexibility with WordPress as a backend for easy content management, updates, and scalability.
Phase 1: Prototyping & Strategy
The primary challenge was designing a platform that serves multiple audiences without causing confusion. The original Serving Skill lacked clear audience differentiation, so we developed a well-structured information architecture that provides an intuitive flow and targeted content.
Key Prototype Features:
- Distinct Entry Points: In the hero section, we introduced three dedicated CTAs: "Job Seekers," "Employer," and "Campus Placement." These buttons guide users directly to content tailored for their specific needs.
- User Segmentation: Each user group (job seekers, employers, campus placement coordinators) was mapped to a clear, distinct user flow that makes relevant tools and information easy to discover.
- Intuitive Navigation: Designed a tiered navigation system that organizes content logically, making it easier to browse through job listings, recruitment resources, and campus services.
Functional Focus:
- Job Seekers: Developed an easy-to-navigate job board where users can filter positions by location, experience, and role type. A simplified application process encourages more job applications.
- Employers: Designed a streamlined interface where employers can post jobs, track applicants, and manage the recruitment process efficiently.
- Campus Placement: Created specialized tools for educational institutions to manage student job placement and track recruitment opportunities.
Phase 2: Visual Design and Branding
The visual design needed to create a distinct identity for each user group while maintaining a cohesive brand image. Through the use of color, typography, and imagery, we achieved a design that is both professional and approachable.
Design Highlights:
- Color Palette:
- Blue shades for Job Seekers create a welcoming and trustworthy environment.
- Whate color for Employers evoke professionalism and growth.
- Blue for Campus Placement highlight education and future opportunities.
This color scheme not only differentiates between user groups but also unifies the platform under the Serving Skill brand.
- Imagery: We incorporated dynamic visuals that represent each audience—job seekers actively applying, employers reviewing candidates, and educational environments for campus placements. This creates a relatable atmosphere and adds authenticity to the platform.
- Typography: Selected clean, modern fonts that balance readability with style. This ensures a smooth reading experience across all devices and content types.
Phase 3: Bringing It All Together
The primary challenge was designing a platform that serves multiple audiences without causing confusion. The original Serving Skill lacked clear audience differentiation, so we developed a well-structured information architecture that provides an intuitive flow and targeted content.
- Major Features:
- Navigation & Usability:
- A comprehensive, yet clean tiered navigation system allows users to drill down into their relevant sections quickly.
- Easy switching between job search and recruitment sections to prevent confusion.
- Responsiveness:
- Developed a mobile-first design strategy, ensuring the website functions smoothly across all screen sizes (desktop, tablet, mobile). This was particularly important for job seekers who often access platforms via mobile devices.
- Search Engine Optimization (SEO):
- Implemented keyword-optimized content for improved discoverability in organic searches.
- Focused on boosting visibility for job-related search terms (e.g., "job seekers," "employers hiring," "campus placement") to enhance traffic and conversion rates.
- WordPress CMS Integration:
- By leveraging the flexibility of WordPress, we ensured that the platform remains scalable and easy to update, allowing Serving Skill to quickly adapt to changes in the recruitment industry.
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- Navigation & Usability:
Results & Impact The redesigned Serving Skill website now delivers an efficient and enjoyable experience for all audiences. Whether job seekers are browsing for the latest positions or employers are looking for top talent, the platform provides a well-organized, easy-to-navigate, and engaging interface that meets their needs.
Outcome Metrics:
- Improved Engagement: A simplified interface has led to more job applications and higher employer activity.
- SEO Success: Increased organic traffic due to optimized content and keyword strategies.
- User Satisfaction: Feedback has highlighted the ease of use for all three target groups, with a significant increase in returning users.
Key Features Recap:
- Clear, distinct pathways for Job Seekers, Employers, and Campus Placement users.
- Enhanced SEO performance for increased discoverability.
- Mobile-responsive design ensuring accessibility for users on the go.
Explore the platform and see it in action at Serving Skill.
