Product Strategy Design Thinking UX Research 2024
Employers in the MENA region were using Oliv to post jobs, but the clientele was limited, with conversions primarily occurring over calls. The pricing and subscription model was basic, with most changes handled manually by management. I was tasked with identifying user pain points, designing a new subscription journey that gave users more control, and revamping feature pages to clearly communicate the value of the services they were paying for.
Product research to understand friction
The platform had not been updated in over five years, leading to scattered information. The subscription journey only featured a pricing page with limited details about the benefits offered, causing friction for users attempting to change or cancel plans. Credits for job posts and candidate searches had to be purchased separately, with no clear indication of their expiry. Users struggled to find information about the company and faced delays when trying to contact support.
I collaborated with the product and marketing teams to propose the creation of individual pages for each service offered on Oliv. The redesign of the pricing page would includ more detailed information to aid purchase decisions. The checkout process was to be transformed into a shopping cart, allowing users to purchase multiple services simultaneously. Additionally, a new subscription page was to be designed to the dashboard, enabling users to view, update, and cancel their plans easily.
Design phase 1
Given the project's scope, it was divided into two phases to span multiple sprints. The first phase focused on redesigning Oliv's services and features. I began by reworking the landing page, creating separate sections for employers and candidates. Next, I redesigned the About Us and Contact pages to ensure accurate company information and provide an easy way for users to contact support. Finally, Phase 1 was completed with a revamp of the pricing page, which now includes detailed plans, comparison tables, and customized services.
Design phase 2
In the second phase, the main focus was on enhancing information, adding quality-of-life improvements, in-product marketing, and subscription management within the dashboard. I designed the subscription page to display accurate information about user credits for each service, the benefits they received, and options for updating or canceling their plans. Each service was revisited to implement improvements and integrate Olivia AI where needed for assistance and ease of use. Additionally, I added more accessibility features, including pop-in tips and tutorials.
Result
Design Phase 1, launched at the start of 2024, resulted in a 2.4x increase in conversions for paid job posts and other credited services. Oliv experienced growth from 10,000 to 25,000 new users weekly and achieved a 76% retention rate among new and existing employers who consistently returned to purchase and post new jobs. Development for Phase 2 is ongoing and is expected to demonstrate similar trends in statistics and improvements.