Overview

Our strategy evolved to repositioning ourselves as a premier recruiting platform rather than a professional business network. Our goal was clear: to be the number one choice for job seekers, navigating a new landscape populated by rivals like Stepstone and Indeed. To make sure users perceive Xing's strategic shift towards job searching, we took an obvious step: transforming the homepage into a job search hub.

Problem statement

We began by analyzing user feedback from previous tests related to the job search. Next to some smaller usability issues we found one interesting problem: Users were uncertain about what exactly to search for. They faced difficulties initiating their job search, especially on a blank page, and sometimes didn't know what to search for. Navigating the job market can be intricate, as it encompasses a vast array of job titles for similar roles and includes numerous job descriptions that may be unfamiliar to users.

Let’s dive into the project... 🤿

Discovery

Competitor benchmarking

In our quest to excel in the job search arena, we conducted an extensive competitor benchmarking analysis. This crucial step was aimed at gaining a comprehensive understanding of the current market standards and best practices in the job search sector. This analysis also helped us to pinpoint areas where competitors excel and where there are gaps, providing us with valuable insights into opportunities for differentiation and improvement.

Brainstorming and ideation workshops

Our ideation phase was inclusive, involving team members, stakeholders, and anyone interested in the job search experience. Through collaborative workshops, we brainstormed a wide range of ideas, eventually narrowing them down to three promising concepts.

Hypothesis forming and mapping

For each selected idea, we formulated hypotheses and conducted assumption mapping. This structured approach helped us design a focused test setup.

First testing session with wireframe prototypes

We conducted quick user interviews, each lasting 15 minutes, to test wireframe prototypes of 3 of our ideas. The feedback was clear: users appreciated having multiple entry points and recommendation categories, so we continued with this idea.

Refining the idea

Validating

High-fidelity prototype and usability testing

After refining the idea we created a high-fidelity prototype, conducting in-depth usability tests with 7 participants, each lasting an hour. Besides some small usability issues the feedback was encouraging, with users responding positively to the new design and features. The 'Top Jobs' recommendations and the broader criteria-based job browsing were particularly popular.

The Go-Life

Measuring of the success of the transformation

To track the effectiveness of Xing's transformation into a jobs platform, we analyzed changes in user perception and engagement after the release. Data revealed a gradual yet positive shift in users viewing Xing as a jobs platform, though this evolution in brand perception is naturally slow for an established company. Notably, user engagement with the new entry points on the start page was high, with users actively exploring and returning to try different job search categories. This behavior confirmed the success of these new features. Additionally, an uptick in users updating their preferences indicated increased personalization in their job search experience. However, qualitative feedback suggested room for improvement in job recommendations and inventory, pointing us towards areas for future enhancements.

Recap and outlook