CareerBuilder, Job Seeker
Gamification.
Gamification generates positive user experiences, increases better engagement and loyalty. I was tasked with the opportunity to explore opportunities to increase loyalty and encourage job seekers to engage with the CareerBuilder app. Product owners noticed users were not completing their profile and needed a better engaging experience.
Focuses.
CareerBuilder Job Seeker need users to engage with the app by completing series of tasks. I needed to address key issues related to registering, uploading a resume, finding a job, and applying for a job.
Mindsets
Goals.
Track areas of engagement progress
More Interactive experience to encourage candidates with profile
Engagement notification Encouragement to complete level
Engagement areas: Registration, Wants Registration, Resume added, Make Resume Public and Apply to Job
Gamification
Research.
Gamification keep users informed and engaged throughout their experience. I researched other competitors. No competitive analysis found based from my research. Other job boards are not using gamification in their products. I focused on comparative anlaysis of other gamification apps.
Starbucks
Starbucks used gamification techniques to Increase customer engagement/retention. Rewards program - Earn points or “stars”. Members Redeem them for specific items or prizes.
Duolingo
Epic meaning and calling - notifications. Creates a sense of accomplishment by completing a goal. Ownership and posession - virtual goods
Fitbit
Simple, challenging and competitive - notifications. Easy to check the progress. Reward the hard work - modals. Make it fun.
A/B testing.
Brainstorming ideas of types of progress bars to keep user informed. I decided to go with the trophy that rewards a medal as in a game by completing a goal.
Iteration One.
A/B testing.
“The star has limitations if more than 5 steps in a progression”
“The circle progress bar takes up to much real estate”
The first iteration was validated by internal stakeholders.
Final design.
They needed a more engaging experience to encourage candidates to continue with their resume profile. Prompts and Engagement keeps user engaged in their progress of stage of resume. Toasts keeps user informed of their progress of their resume status by Register Today, Enter Job Preferences, Add Resume, Make Resume Public to Apply for a job.
Modal and Profile Engagement
Shows users their status of their resume through modals and progress bars. Reward their accomplishments.
Iteration Two.
Positive feedback.
“I want to be able to see steps in a list of what they have completed”
”I want to add info so I can see what each of these items mean”
The checked list was added below the progress bar and the modal in later designs. The info list was also added in second iteration. Data shows that gamification encourage users to take action increases chances by 50%. Pain points were solved by encouraging user to complete their profile and make them job ready to apply for job.
Credits.
Office: Career Builder
Disciplines: Mobile App Gamification, UI Design, UX Research