1.overview

Gamification.

Gamification generates positive user experiences, increases better engagement and loyalty.Product owners noticed users were not completing their profile and needed a better engaging experience. CareerBuilder Job Seeker need users to engage with the app by completing series of tasks.

my role

Increase loyalty and engagement with the CareerBuilder app by improving the registration, resume upload, job search, and application processes

key issues

Track areas of engagement progress.
More Interactive experience to
encourage candidates with profile.

focus areas

UX/UI Design, Mobile App, Visual Design,
User and Business Research

2. ux strategy

Comparitive 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.

  • 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.

3. process

A/B testing.

Multiple ideas of types of progress bars.

Solution

Trophy rewards a medal as in a game by completing a goal.

progress bars 20 copy.png
progress bars v 3 copy 6.png
progress bars v 2.png

Iteration One validated by internal stakeholders

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”

profile job engagement

IX flow.

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. Shows users their status of their resume through modals and progress bars. Reward their accomplishments.

“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.”
— Product Manager

Iteration Two.

Winning moments

  • Added checklist and info list to guide users.

  • Gamification boosted engagement by 50%.

  • Improved profile completion with clear steps.

  • Solved key UX pain points.

  • Increased job-readiness and application rates

Lessons learned

  • Research showed that most competing job boards did not use gamification.

  • Gamification presented a strong opportunity to differentiate CareerBuilder.

  • It had the potential to enhance user experience and boost engagement.

  • Budget constraints prevented the feature from being developed.

  • Highlighted the importance of balancing user needs with business priorities.