Product Website Revamp - Naukri.com
Naukri undertook the design revamp of their Product marketing website and recruiter E commerce experience to retain its leadership position. In the last decade Naukri’s online sales dropped to become less than 15% of the total sale. It aims to deliver a delightful user experience to existing clients and reaching to newer ones for successful online product purchase.
Skills
User ResearchInformation Architecture WireframesUX -UI PrototypingToolkit
Research TechniquesAdobe PhotoshopAdobe IllustratorInvision | MarvelappImpact
Total Online Sales up by 45%New Client Acquisition up by 65%Recruiter Job Posting up by 22%First time visitor traffic 70% of the total trafficDuration
3 months Design 6 months Project Duration
Project Overview
Background
Naukri.com is India’s first and the largest job portal with a database of 68.2 million registered job seekers with an average of 11,000 resumes added daily. It serves as a one stop hiring solution to 61,000 unique corporate clients along with mid and small size industries of India. Over the years it has been striving to improve the recruitment experience in the emerging times.
In 1997 Naukri.com was launched as the first recruitment & hiring website of India becoming the leader in the business with its massive client base created through lead generation. The sales team reached out to the leads and converted them into longterm clients by providing a need based customized recruitment solution.
Naukri had a market share of of 70% in the industry but its over all online sales was very poor. Total online sales compounded to less than 15 % of overall sales.
Total Sales Mapping
Old UI designed for the purpose of Lead Generation
Since the time Naukri came in recruitment business, the way of creating a large client base was primarily through offline client servicing as their website had been merely a source of lead generation. The user would traditionally come to naukri webpage which had a basic structure and served very limited content related to the product offerings and services. Prospective recruiter client in their web visit would end up leaving their contact details in the lead form which acted as the pivot for the huge network of naukri sales executives to reach out to them with tailored hiring solutions which consequently converted most of these visitors into a lucrative client base for the company. Recruiter side of the business has always been the cash cow in company’s overall business model.
For the longest time, the client-company relationship had been driven by this human intervention in the form of sales team that catered a happy go lucky solution for their clients. This was the mantra back then but now with technology revolutionising the game of how users interact with businesses, we are surrounded by smarter users and faster solutions each day. At Naukri we decided on solving this problem via revamp of the E commerce flow which created a user behavioural shift when they landed on the naukri.com page for recruitment solutions with a purpose to access the huge talent pool to meet the clients hiring needs.
Task as. Designer
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Increase Online Sales to 40%
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Improve Website UX
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Contribute to Brand Value
Design Research
The first step towards creating a delightful user experience came with finding the answer to the quintessential blank, ‘what are our users like today ?’
User Interviews
The users had evolved in the course of time since the last built of Naukri’s website in late 90s, hence it was decided to start the design research by putting together an Ideal Customer Profile (ICP). It was primary to start with designing interview guidelines to conduct personal interviews and focussed group discussions with recruiters from many organizations, both our product loyalist who have been using our services from the start till today as our registered users along with the biz newbies who can be the potential users.
Stake Holder Interviews
Another interesting way of approaching this question was by interviewing sales team and client support team who interact with customers on everyday basis and understand client needs based on their experiences. They also provided us with examples of anecdotes from their interactions with customers, this gave us numerous insights on customer mindset, decision making anxiety, wish list while they select or purchase our recruitment services. We also collected their thoughts about what according to them, a better, simpler experience would look like for the customers.
Another important aspect to keep in mind is the original structure of your product and keeping product managers and engineers in the fold. They know the structure of the product and how its build in a ‘bit by bit’ process based on the evolving needs of the business and clients along the way.
Research Insights
Users prefer to buy products on Sales call | Feeling of security and well informed
Users Fail to understand Naukri products & key offerings clearly on website
Feel experience inconsistent & outdated look
User Persona
Registered User.
This is a user who is already using naukri’s recruitment service(s) as a registered client and has a recruiter account with one or many active services such as job posting, database access, CSM, marketing etc. for a renewable or limited duration of time by an individual or an organization.
Potential User.
This is a customer whom we want to sell the recruitment products and provide services depending on his hiring needs and aspirations. They are currently fishing for better products than our competitors or starting their journey as a recruiter.
Basic Info
Age: 22 - 40 years1 Male : 1 FemaleAll tier cities < India >
Work Routine
Small-Mid Business / Big CorporatesSearch | Scan | Connect | Shortlist candidatesSingle product / Subscription based bundled solution
Tech Exposure
6-8 hours a day on ComputerOnline shopping, Net banking, Web browsingMicrosoft Office, Google docs, SchedulerApps: Linkedin, FB, Uber, Myntra, Amazon
User Task Flows
Buy a Product
When a old or a potential user has an existing hiring need and wishes to buy a product to fulfill it conveniently and adequately.
Buy Bundled Solution Package
When the recruiter hiring needs are reoccurring and buying a bundled solution is overall a efficient & economical decision. The User wants evaluate the best available packages offered by Naukri at a competitive price point and select the ideal solution for their talent need.
Inquire about Product
When a user has a query about a specific product feature or wants to understand whether it fits his needs. In order to initiate the conversation and wanting our team to get in touch with them.
Information Architecture
Visual sitemaps gave a hierarchical diagram that shows the information architecture of the website. It gave a visual representation of the site’s organization and how different sections are linked together. To create a sitemap for an eCommerce website, a section can be product category, while the sub-page can be a page with details for each item. It is followed by a cart flow as the user decide to buy the product and further transfer to the payment gateway.
Naukri Recruiter Landing Page
Showcasing the Product Portfolio
Generating Leads
Product Description Page
Discoverability of Product Features and Offerings
Influence positive Buying decision by Client endorsements and Testimonials
Bundled Package Comparison Chart
Showcasing most economical Product Packages for hiring needs
Assisting to Buy Value packs and Bundled Solution
E Commerce Flow
New User Registration
One of the most lucrative task flow in getting a new user on board with our recruiter network. The set of information to be asked from the user has to be progressive and engaging to successfully complete the registration process.
Log In
This is the most commonly used task flow for all our registered user who want to access their recruiter account for the purpose of database search, job posting or any other recruiter activity.
Review Cart
This is a common task flow in the user journeys of both registered or new users. It has to be intuitive, transparent and simple to each and for all.
Make Payment
Proving a seamless and trustworthy transaction across all gateways is the heart of it. It involved certain privacy guidelines which needed to be maintained.
Impact on Business
Job posting
One more decision that came very easily with the team was to have a curated list of dedicated product page for each of the service offered by Naukri in the Main Tab itself, instead of the cluttered flow of the varies pages earlier. This gave dedicated pages for each service highlighting the key offerings which would self-educated the customers trying to understand, explore or buy that product. In the past all the products were merely showcased with a brief intro next to their pricing table in a repetitive manner. The impact of well dedicated product page was later correlated with the sudden jump in the Job posting purchases which grew by 22% in Q4 YoY.
Online Sales
Most critical phase came in designing the cart flow for a successful purchase cycle and later on multiple post purchase flows depending on the use-cases. We created a cart flow taking in account the user ease and building trust by providing process transparency for good user experience. An extensive body of research was done while taking inspirations from the best business practices for cart flows and growing upon them to deliver a seamless journey starting from adding the product to cart to finally completing the payment flow. Designing the cart flow was interesting as it is that crucial touchpoint where a phenomenal shift in user perspective can be created. Coming from a mindset where they would earlier make purchase through sales team on call to now doing end-to-end purchasing process by themselves. One exciting revelation after the launch of the new website in 2017 year end, was a strong spike in number of online sales in April’18. The total number of clients (including renewals) online sales was up by 45% in April YOY. In fact a substantial reduction in number of users who would abandon the cart flow midway was also simultaneously noticed.
Client Acquisition
After identifying that more than 70% of the customer traffic each day are that of first time visitors or as we call it ‘New clients’, we redesigned this touchpoint to connect them to the Naukri recruiter network by getting them registered to it. This network is also followed by many aspiring job seekers who can follow a specific recruiter activity or updates. Again we saw a tremendous growth in online telesales and new client acquisition grew by 65% compared to April’17 in every single customer city.
A candid moment with my design team at Naukri.com.The strength of a team is each individual member,
The strength of each member is the Team.
- Phil Jackson