Designing job support SaaS platforms that help pharmaceutical companies hire from neuro-divergent and disabled applicants.

Focusing on accessibility driven solutions to ensure an inclusive hiring process.

Objective

Primary Goal: Expedite candidate screening process through efficient data collection, increasing conversion rate to 27% by Q1 2024

Jump to Impact

Heuristic Analysis

Given the constraints of a tight timeline, we had to take the difficult decision of skipping market research, user research/testing, and competitive analysis for the initial phase of the project. It then became crucial to prioritize redesign tasks that could be executed efficiently without overly complicating the development process. The audit revealed a few key areas to start with:

Graph plotted to show a comparison of Digbi's competitors and in which quadrant for the users does Digbi lie in

Cognitive Load Management

Too many paths to take from the Home Page

Inclusive Design

Missing alt texts, keyboard navigation, and cumbersome user flows

Information Architecture

No clear content organization - missing navigation menu, redundant flows & labels

Interaction Design

Low visual engagement reported by users

Affordances & Signifiers

No feedback mechanisms - progress indicators, success/error notification etc.

Information Architecture

The next step was to identify patterns within competitors' customer journey arcs, and evaluate their standout features and shortcomings, which was instrumental in locating gaps within our own end-to-end experience. This strategic analysis facilitated a targeted approach to refining and enhancing our SaaS product offering for optimal user satisfaction.

Story arc comparison showing Digbi's incomplete arc compared to the ideal graph. Digbi's arc does not follow a 3 act story structure

Wireframing Iteration 1

The main focus for the first iteration was organizing the content flow and user journey. By considering Hick’s Law, Gestalt Principles, and Miller’s Law during the redesign process, we ensured that users are not overwhelmed while navigating through the portal.

A continuous loop of users confusion, leading to them not finding value in program, having to do 10x tasks to get less rewards and thus having no motivation to proceed further

1 Hicks Law

Reduced number of choices on the home page with a clear CTA

2 Gestalt Principles

Grouping sections such as program details, job support options in a visually similar styles for the users to perceive the information easily

3 Miller's Law

Limiting the number of sections to less than 7 aiming for a higher information retention for the target audience

Feedback from Stakeholders

We gathered feedback on Iteration 1 from all major stakeholders to maintain transparency and incorporate everyone’s insights

Marketing Team

Cannot include new videos as testimonials in the decided project timeline
Cannot show other "clients" as brand association to avoid competition conflict
Can't show any metric as this is a new program initiation with healthcare clients

Leadership

Developer effort and time should be less due to budget reasons
Account for accessibility and QA testing

Content Team

Reading language needs to be at a 6th grade reading level
Layouts of certain pages needs to be more simple and easy to scan through

Wireframing Iteration 2

During the feedback waiting period, I took the opportunity to collaborate with the Graphic Design and Art team. Together, we brainstormed ideas for UI colors, images, and icons to be used in the redesign for each client. This proactive coordination ensured that visual elements were aligned with the overall design direction and enhanced the user experience.

Wireframing UI color explorations with Figma tokens

User Testing - Moderated + Unmoderated

As we progressed ahead with the wireframes, we published the figma design on a staging environment to test it with potential participants that we recruited.

Objective 1: Gain insights into user navigation patterns and their ability to interpret information on the page through unmoderated UX testing

Unmoderated user testing

Total users tested: 15

Age range: 27-47

No. of locations: 12 cities, 6 states

75%

Had difficulties understandingthe content - What it is, what we offer, and about the company

54%

Reported this platform wasn’t for thembecause of the term “healthworks”

48%

Clicked on "Learn More" as it was the left most button

Graph screenshot from UX survey test showing the different buttons that were clicked

“I was confused with the amount of links on the page, and did not instinctively know which section of the website to explore first.”

“Certain elements, such as the term "health partner," briefly left me puzzled, momentarily leading me to question if the platform was specifically geared towards healthcare-related employment opportunities.”

Moderated user testing

Total users tested: 7

Age range: 25 - 41

No. of locations: 4 cities, 3 states

Medium: Test scenarios given through video call on Microsoft Teams

Devices tested on: Laptop (Mac + Windows)

Objective 2: Uncover pain points experienced by new job seekers during platform registration, pinpoint flow gaps, assess information retention, and evaluate intuitiveness to enhance user experience.