SymbaSync
Designing the UX & UI of a minimal viable product
Designing the UX & UI of a minimal viable product
Date :
Dec – Apr 2019
Role :
UX, UI Design
Team :
Joseph McElmeel
Damodar Sojka
Georges Petrequin
Guy Peleg
Symbasync is a job matching platform that digitalises recruitment to provide a faster and better fit between employers and employees.
However, the website needed improvement in a few areas:
• The completion rate of the job forms was relatively low
• The dashboard of sorting qualified candidates lacked visual hierarchy
• The signup page consisted of one long form
I was employed by the four people startup as a part-time UX/UI designer to enhance the overall user experience and interface of the website. These designs were produced with very few iterations as a minimum viable product.
Research
First, I began this project by conducting the following research:
1. Gather user feedback through interviews and usability tests
2. Review the website’s analytics (heat map, conversion rate)
3. Conduct design sprints with the team
Key findings
• No preferred contact method or estimated time for scheduling a demo
• The language and units of measurement need to be improved
• The UI of the job form should be more user-friendly
• The payment structure and the platform’s benefits are unclear
• Employers and employee’s activities on the site varied a lot, so there should be two distinct versions tailored for them.
Strategy
Then the team and I worked together to create personas, define clear user goals, pain points, and user flow diagram. The new design streamlined the on-boarding process and presented a job form with better usability and hierarchy. It also encompasses a new dashboard design page.
New Design
Signup Flow
Originally users have to initiate the trial on the product page after signing up. For a simpler process, both the ‘signup’ and ‘begin trial’ are combined in the signup flow, and value propositions were added to motivate users.
Job Form
The new job form design for employers has fewer input fields. The option to duplicate a job role was also added for quicker multiple job entries.
Dashboard
For employers, we designed a dashboard interface that highlights the updates of active job roles, which includes a more accessible navigation bar and options to contact candidates. The initial design was more like a starter guide for first-time users, whereas upon iterations, we decided on the dashboard design as it rewards users with real-time statistics and demonstrates the power of the platform.
Company Profile
The company profile section also needed an update for consistent UI.
Design System
In addition, the platform did not have a brand guideline and design system originally. The lack of design consistency causes slow development and user confusion. Using the Atomic Design Approach and UXPin platform, I defined the colours, typography and UI components of the website for faster backend development.
Reflection
This was my first UX/UI project and my first time being the only designer in charge of a live online platform. I understood better the lean UX design cycle for agile development teams, learned to conduct design sprints and user research, as well as experienced a fast-paced startup environment first hand.
As there were many changes with design, development, and marketing ads of the platform, the website’s analytics did not reflect directly the impact of the new designs. I would have continued to develop and improve on the new designs if given a longer timeframe.