WNW

Creative Process

1. Heuristic analysis: To kick off the project, I conducted a heuristic evaluation of the existing onboarding flow. This allowed me to identify usability issues and areas of friction from a user experience standpoint. By benchmarking the platform against UX best practices, I was able to pinpoint pain points such as a lack of clarity in value propositions, unnecessary steps in the flow, and an early paywall that could lead to drop-offs.

2. User research: To understand the needs of both creatives and recruiters, I conducted user interviews and surveys. This step was crucial in uncovering user motivations, frustrations, and goals. The insights gained from recruiters revealed that they wanted quicker access to portfolios, while creatives were looking for more transparency in the platform's value before committing to a paid plan. These insights directly informed the redesign strategy.

3. End to end redesign: Based on the findings, I mapped out an end-to-end redesign of the onboarding process. The focus was on streamlining the experience, minimizing friction, and showcasing the platform’s value upfront. I introduced a clear user journey with personalized content, based on whether the user was a recruiter or a creative. Key features of the redesign included clearer calls to action, interactive onboarding steps, and the introduction of a free plan to attract new users.

4. Visual design: Once the new flow was mapped out, I began working on the visual design. The goal was to create a modern and engaging interface that aligned with Working Not Working’s brand identity. I used high-fidelity wireframes and interactive prototypes to ensure that both the aesthetic and functionality of the new design would resonate with the users. Special attention was given to maintaining a clean, professional layout that put the spotlight on user-generated content.

5. User testing: With the prototypes ready, I conducted usability tests with both recruiters and creatives to gather feedback. This step helped validate the design decisions and uncover any remaining friction points. I iterated on the design based on user feedback, improving the clarity of the onboarding steps and ensuring that both types of users could navigate the platform with ease.

6. Visual quality assurance: After refining the design based on user testing, I collaborated closely with developers during the implementation phase to ensure the final product adhered to the design specifications. I conducted visual quality assurance checks to ensure that the final design was pixel-perfect and that all UI elements functioned as intended, ensuring a smooth and intuitive experience for the user.

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Results

The redesigned onboarding flow had a significant impact on user engagement and conversions. By allowing recruiters to test the platform before committing to a paid plan, we eliminated a key barrier to entry. Recruiters were now able to explore the platform’s features, review sample portfolios, and assess the talent pool before making a financial commitment.

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Conclusion

This project allowed me to redesign Working Not Working’s onboarding flow with a user-centric approach, focusing on reducing friction and delivering immediate value. By introducing a free plan, recruiters could explore the platform before committing, leading to increased signups and engagement. This work highlights the impact of thoughtful UX design in driving both user satisfaction and business outcomes.