CareerBuilder, Job Seeker

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 roles and responsibilities

I was tasked with the opportunity to explore opportunities to increase loyalty and encourage job seekers to engage with the CareerBuilder app. 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

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.

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.

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.

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.

Iteration Two.

Positive feedback.

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.

“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.”

what i learned

From my findings at the time of research, other job boards did not have gamification but this would set CareerBuilder apart from their competitors. Due to budget they decided to not develop. Gamification would creative a positive user experience.

Credits.

Office: Career Builder
Disciplines: Mobile App Gamification, UI Design, UX Research

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