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Startup was both B2B and B2C
User Personas to balance
UX Designer (me)
The context: GoodPeople is a startup whose mission is to make the hiring process more equitable and efficient for both employers and job seekers. As the sole UX Designer, I was working on both the B2B and B2C designs and user flows. As with any startup, it was important to prioritize showcasing the breadth and depth of the product. So, this project was a redesign of the main website and rebrand of the overall company, so that funders and potential users could understand the product and company's scope.
The problem: How can the information shown on the website be condensed so that it is easily digestible? How can we provide a seamless experience for users to learn more about our product and schedule demos?
The solution: Using simplified user flows and content hierarchy, I was able to redesign the website so that all users, whether job seekers, employers, or funders, could easily understand the company's mission and product. A further rebrand allowed for a more consistent use of colors and other design styles.
When interviewing both potential job seekers and employers, the overwhelming sentiment was lukewarm at best - users were confused and unsure of what the company really did.
"I don't really get how this works."
"What am I looking at?"
"Am I the one doing the choosing?"
"It seems like this company is trying to create a good work culture. Is that right?"
Both employers and jobseekers can use this product, so the redesign needed to allow for both user journeys. By adding in the buttons "For Employers" and "For Jobseekers," users can easily navigate to the sections that are relevant to them. Users can also scroll to learn more about the product at their own pace.
Furthermore, I used an alternating pattern where the featured image and text flipped horizontally, to break up the content and allow for easier reading.
Please note that this was a low to mid fidelity version of the homepage.
Our rebranding journey started with understanding what emotions we wanted our website to evoke. While the colors on the left evoked feelings of peace and tranquility, we ultimately decided that the bright green would work as the primary color. Green here would indicate freshness, novelty, excitement, and profitability.
From here, I was able to extract secondary colors as well, that would be used for additional functionality.
I was rather limited in how the logo could be redesigned, so the focus was on the typography and spacing rather than a full logo overhaul. In coordination with the founder, we landed on a design that was simple and easy to read.
I combined the redesign and rebrand components to create a final design that was responsive across desktop, tablet, and mobile devices.
Adding in more color, while ensuring accessibility and cohesion, allowed the website to pop a bit more.
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