Abc
My Profile Pro Abc
ENHANCING EXPERIENCE FOR JOB-SEEKERS THROUGH COMMUNICATION DESIGN STRATEGY
DIPLOMA PROJECT INFO EDGE INDIA LIMITED, NOIDA | NAUKRI.COM National Institute of Design PG-Campus, Gandhinagar
chadrashekhar Strategic Design Management | 2011-2013
Sponsor Company: Naukri.com Abc Naukri.com is an on-line recruitment classifieds and related service provider to job seekers and Abc employers.
RECRUITERS SITE
Naukri.com
Naukri.com
RECRUITERS
JOB-SEEKERS JOB-SEEKERS SITE
Current Highlights- Naukri.com Abc Abc
INDIA’S
NO.1 JOB-PORTAL SINCE 1995
AVG NO. OF RESUMES ADDED DAILY - 12000 ACQUISITION OF RESUMES(2012-13)-33 MILLION AVG NO. OF RESUMES MODIFIED DAILY - 116000 SERVICED APPROX. 42000 CORPORATE CUSTOMERS (2012) HIRING IS UP BY 9% ON NAUKRI GROWTH OF 29% IN REVENUE IN FY12 ANNUAL TURN-OVER-330 CR OVER 80000 LIVE JOBS AT ANY POINT OF TIME.
INDIA’S 21ST
MOST POPULAR WEBSITE ACROSS ALL CATEGORIES.
OVER 150 MILLION USP: DOMINANT PLAYER – STRONG BRAND, LARGEST DATABASE, MOST CLIENTS, HIGHEST TRAFFIC SHARE, LARGEST NO. OF JOBS, SALES NETWORK, PRODUCT/TECHNOLOGY INNOVATION
PAGE VIEWS PER MONTH
60% TRAFFIC SHARE
Abc Redefined Project Proposal To enrich ‘My Naukri profile’, with new features or enhancing the existing ones, this will give user Abc a better and personalized user experience at the portal. a. Better communication (key-words- relevant jobs, profile building and its performance, e-mailers) b. Information for decision making (key-words-authentic information, follow companies, news and up-dates) c. Career guidance (key-words- career-path, career possiblities, up-grade key-skills) Specific design goals Naukri Profile Pro, Registration form & mailers
Abc Design Process Abc
1
UNDERSTANDING THE PROJECT BRIEF
2
RESEARCH -SECONDARY -PRIMARY
CATEGORIZATION OF PROBLEMS 3 4
INSIGHTS & INFERENCES
DISCOVER
FOCUSSED RESEARCH
5 6
IDEATION AND CONCEPTUALIZATIONS
FINAL CONCEPTS -DESIGN & STRATEGY
ANALYSIS & SYNTHESIS
DEFINE
7
DEVELOP
DELIVER
Abc Secondary Research | Domain Understanding Abc
JOBS & JOB-SEEKERS
ECONOMY & IT’S TYPES
RECRUITMENT PROCESS & ITS TYPES
USER EXPERIENCE
INTERNET CONNECTIVITY IN INDIA & ITS IMPACT
COMMUNICATION DESIGN
Secondary Research Analysis
Topics | Insights & Inferences
PERSONALIZATION Themes
1
Competitors study Recruiting trends Education trends in India Users need
CAREER INSTEAD OF JOBS
HUMAN TOUCH
3
User experience trends Transformational economy Competitors study Contextual trends- Global and India Recruiting trends
Topics | Insights & Inferences
Topics | Insights & Inferences
2
PRIVACY
User experience trends Competitor’s study Experience economy Global trends
USER ENGAGEMENT
INFORMATION FOR DECISION MAKING
Primary Research SOCIAL
Primary Research Objective
PROFESSION
USER RESEARCH APPROACH: TOPICS
FUTURE GOALS
DESIGN QUESTIONNAIRES
SELECT USERS’ PROFILES
CONDUCT ONLINE SURVEY & ANALYSE
-Define objectives
Week no. 6 Week no. 6
CONDUCT TERVIEWS
JOB HUNTING BEHAVIOR
EXPERIENCE WITH NAUKRI
SUGGESTIONS
INTRANS-SCRIPT INTERVIEWS
INSIGHTS ANALYSIS
&
Week no. 7-9 Week no. 7
Week no. 7-9
Week no. 10-11
1
2
3
4
5
6
Design Questionnaires on the basis of derived themes from secondary research to meet the project requirements.
Select and make users’ basic profile to analyse and cover different types and leveles of users.
On-line survey -To get the basic information about the user.
First to make user comfortable for the discussion, understand their stories, and then derive insights in details.
Trans-script the interview discussions in a systematic format to derive insights and analyze them.
Analyze stories and derive insights > inferences > design directions; create personas of different levels.
Research Analysis KEY-HIGHLIGHTS/ INSIGHTS
INFERENCES
DESIGN DIRECTIONS
THEMES
SENIOR-LEVEL PERSONAS MID-LEVEL PERSONAS FRESHERS’ PERSONAS
Communication gap between job-portal and user Doubts while making decisions, when the user is having several job offers Career guidance-User is having doubts while choosing right career
COMMON BEHAVIOR, NEEDS & PROBLEMS
Categorized into 3 main headings
MoSCoW ANALYSIS
Abc Touch-points & opportunities mapping Seek help from consultants
Preparations
Mid-level & senior Abc level
On-line research Consult expereinced people from the domain
Resume up-dating Receives irrelevant job-mails
Interview tips
Clarifies doubts and decides
Doubts in mind Get an offer
Declines the offer
or
Different mediums
Need-Looking for a job
Job hunting Job portal-Naukri. com
Create profile/ Registration
Consultants
Manage profiles
Referrals
Receives mails or searches jobs
Up-date profile
Company web-site Search for jobs
Opportunity areas
Interview preparation Interview Search for known people
Does not get an offer
Look for more options
Receives no response
Accepts the offer
Have offers in hand
Joins the job
Doubts in mind: Comaprison
Create job alerts
On-line research
Profile performance
Consult expereinced people from the domain Seek help from consultants
Other features
Touch-points
Apply
Clarifies doubts and decides Passive job-seeker Active job-seeker
Career guidance (Mid-level)
Final Concept Profile Performance
Abc Career Path My Profile
Job-seeker
Benefits -High emphasis on key-skills; Relevant jobs -Intuitive design -Better response from naukri -Personalized service -Career guidance
Key-words: Key-skills, responsive, enhance profile
pro
Benefits for business -Up-dated profiles -Attract more employers & consultants -Revenue generated through the pay features -Enhance the brand perception of naukri
My Dream Companies
Key-words: Advanced jobalert, Intuitive, key-skills My Aspirations
Key-words:career path, career forecast, decision making Key-words: Prioritized job, company news, pay-feature, personalized.
Recruiter Registration and profile builder
Benefits Brings more clarity between job-seeker and recruiter -Gets relevant and up-dated profiles in recruitment -Saves time and money for an organization -Employer’s branding
My Profile
pro NAUKRI HOME-PAGE MY PROFILE PRO 1. MY ASPIRATIONS 2. CAREER PATH 3. MY PROFILE PERFORMANCE 4. MY DREAM COMPANIES Job-seeker
My Profile Pro is an advanced version of the existing ‘My Naukri Profile’ of naukri.com, with added features to cater the needs of its career aspirants. With better communication design and strategy its purpose is to offer service with value and hence provide better user experience at naukri.com. Key-words: Relevant jobs, better response, guiding tools, customised service
My Aspirations
Wireframes >>
Mailers Communication Mailers were designed to solve the identified problems of users at various touch-points of their job-hunting journey. To bring engagement with user by providing them relevant information for specific actions. The 7Cs of effective communication was also applied to make it effective.
Wireframes >>
Subject- Microsoft, yahoo... jobs for you!! 30 Hot jobs for you of this week/month.. grab it!! Purpose: -Highlighting and communicating TOP JOBS of naukri, -Bring more engagement.
Naukri Guide for job-seekers -to make him aware of existing and new features’ use and benefit Purpose: -Highlight and communicate ‘KEY FEATURES’ -Will support the web-site -Decrease the clutterness of the web-site. -Motivate and guiding tool
Registration and profile maker
Registration & Profile Builder
Wireframes >>
1
Scenario1 Registration through FB
Job-seeker
Home-page Naukri.com
Become a member
Abc 3
Abc
Abc Abc Scenario 2 Registration Through Email-ID
Job-seeker
Home-page Naukri.com
Become a member
2
Abc
RECRUITING TREND Responsive to job-seekers
Abc 50
Applicants
>
8
Phone Screens
>
3
Finalists
>
1
Hire
25.6
4900 >
Rejections for every 100 hires
>
‘Work weeks’ applicants send applying to 100 of employers’ jobs
No Communication No Response > No Feedback X
How candidates feel?
Design Direction ‘‘9 out of 10 job seekers are significantly more likely to apply for a job if they know they will get response.” “job-seekrs feel significantly better’ if they receive a clear explanation of the application process and a expectation of when they will be contacted.” Corporate recruiting can be enhanced by adopting quality of recruitment process. SOLUTION NEXT PAGE>> Reference:http.//design%20concepts/research/Recruiting%20 Trends,%20Recruiting%20trends%20%20%20SlideShare.htm
Abc Abc
Policy based design strategy recommendation
Business Model Abc Business model is explained through the business model canvas:
Abc
Value Proposition
Job-seekers: -Relevant jobs -Personalized service -Better communication Recruiter: -Employer’s branding -Brings more clarity -Gets relevant and up-dated profiles -Saves time & money for an organization
Key Resources
Revenue Structure
Internal -UX designers for creating interfaces -UI developers for developing the product -Data-base management
-More traffic on the web-site (Cost Per Mile model) -User engagement will increase in number of clicks (Cost Per Click model) -Connect to recruiters will generate revenue from job-seeker. -Up-dated profiles of existing job-seekers and access to new users’ data -Employers branding will also generate revenue.
External -Facebook-for access of database -Company’s personnel- for updating their company pages
Customer Segment
Employers and consultants Job-seekers- all 3 levels Customer approximation Number of unique visitors per month- 27000 Estimate (%) of users of Profile Pro- 5%
Channel
Web channel
Design Strategy
Implementation plan-’My Profile Pro’ Time allocation
Action Plan
Week no.1
Week no. 2-3
Week no.4-8
Week no.9-11
Week no.12-15
Week no.16-18
-
-Product discussion
-Incorporate changes in the wireframe.
User interface-Visual/ JPEG development
-Write Specifications
-Goes for prototyping-Interface development
Usability testing
Ready to go on-line
-Product discussion
-Discussion and feedback
-Decide the required modifications for designing the wire-frame
Resources required
UX designer-2
Man-power
Tech team-3
Product manger-1
HOD’s Wire-frame
-Suggestion for User Interface-visual/ JPEG UX designer-2 UX designer-2 Product manger
Wire-frame
Visuals/JPEG
Information/ data
Collection of -Business profeed-back posal to Facebook, for using -Data collection Incorporate changes users’ data for profile building
-Monitor and evaluate the impact
Product Manager
UI developer-5
UI developer
Analytics -2
UX designer
Product specifications
User interface
User interface
Working user interface
Internal
Internal
-data of naukri speak, salary tool
Data collection
Management decision
-Company pages, Institutes Ads, events/seminar info. (external) -authorization of FB data
Internal or external
Internal
Internal
Internal
Internal FB (external)
Internal
Abc Abc
Thank you for your gaze & attention!