Hinterview
Product Design
SaaS business in Recruitment
Project overview
An ongoing project for Hinterview, I led efforts to elevate the platform's user experience, drive heightened adoption and retention rates, and bolster sales performance.
Business & User Observations
Primary frustration
There's are inconsistencies within the platform that lead to confusion for users when they are trying to undertake the daily actions Hinterview are trying to encourage, this causes a lack of confidence in the platform and as such lowers adoption rates.
Secondary frustration
A secondary issue that arose during client interviews was that there was no way for managers and admins to really see what their teams had been doing on the platform and no way for them to have a clear indication of ROI.
Problem
Our two main problems go hand in hand, lower adoption rates means less users of the platform giving us less opportunity to provide ROI.
Who, what, where, when and why?
Combining our initial usability review and competitor benchmarking helped us identify the problem space to begin ideation. Using the below questions we formulated a statement to help us solve the problem areas.
[Who is affected by the problem?] [What is the problem?][Where does this problem occur?][When does the problem occur?] [Why does the problem occur? Why is the problem important?]
Both new and returning users to the platform often struggle to undertake what we would see as a basic task. The problem is retaining customers long enough for it to become a habit. The problem occurs within the platforms main pages when users login either for the first time or after returning from a period away. This occurs becuase of inconsistencies, a lack of clear direction and some features being too many clicks away. The problem is important because it leads to a lack of retention rates.
Competitor Benchmarking
With a usability review complete, we moved on to competitor benchmarking to help us identify standards in competitor products that could be used to improve the existing experience. We looked at both direct and indirect competitors and carried out as much testing of these products as we could, seeing what elements worked well and if there were any learnings we could take in to our own product.
How might we
Now that we had agreed on the main problems within the platform, I entered the ideation phase where I came up with low user flows, sketches, low fidelity wireframes and rapid prototypes. I then created our two problem spaces that we could refer back to when solving the products flaws.
Problem space 1
How might we improve the user flow for new and returning customers when trying to record and share a video.
Problem space 2
How can we encourage adoption rates from not only the day to day users, but also managers that will see an ROI and in-turn encourage their teams to use the platform.
