Featuring job postings, an applicant tracking system, and professional networking tools, Industry is the exclusive professional network for the service & hospitality industry.
Businesses in the service and hospitality industry have a hard time accessing their talent pool through existing hiring methods. "Help Wanted" signs rely on candidates walking by the business or word-of-mouth. Craigslist's résumé section is overwhelming and filled with spam, and Craigslist job postings only reach the active, currently-job-seeking fraction of candidates. Other job sites aren't specialized to the service and hospitality industry and miss a big chunk of the talent pool.
Job seekers have to navigate tricky waters too, from the fact that traditional résumés often aren’t the best way to showcase their skills, to a lack of information about the jobs they're applying to. Additionally, LinkedIn and other professional networking sites have not taken hold with the "Industry" crowd, who don't have a centralized place to network online.
During my time as Industry's Lead UX Designer, I designed a website MVP (minimum viable product), performed competitive analyses and market research, created new mobile app designs, and structured/conducted user interviews covering a variety of task flows. I also helped out with new client and new user onboarding, customer support via Supportkit's live chat Slack interface, and Google Analytics analysis (used for A/B testing). For some projects, I handed off interactive Axure prototypes and/or detailed specifications to our in-house web developer, and for others, I worked on front end development myself.
Read on for the Industry case study, or jump to a stage of the process:
To gain a better understanding of the problem Industry had hired me to help tackle, I chose to start my Discovery phase with user interviews. To ensure I interviewed the right people, I conducted a problem analysis. The Industry team helped me separate our Target Users into broad categories by intent:
Next, we subdivided those categories into the possible Job Roles:
Finally, I flagged each Job Role that had the potential to include a Work Group (group of individual users working together to achieve the same intent) and identified that potential Work Group:
After defining our target roles and users, I wrote qualification questions for my interviews in order to make sure I was talking to the right people:
Using the above qualification questions, I found the following set of interviewees:
Due to time constraints, I was not able to find any Industry Newcomers, that is, anyone currently looking for a service + hospitality Industry job who hadn't held one before. However, I was able to ask those who were employed in the Industry about their past experiences, including their experience finding their first job in the Industry.
I conducted 30-45 minute interviews with each of the respondents. I took paper notes and recorded audio of the interviews with my phone. When possible, the interviews were conducted at the subject's workplace (Yum!). I asked the interviewees about their jobs, their job-finding and/or hiring experiences, and if/how they networked with colleagues. In particular, I asked about job-finding and hiring tools: did they use any? What were their experiences?
When we post a job, I'll get 10-20 résumés and 3x that in spam.
I saw a Craigslist ad that just said "Barback, $10 + tips, start Wednesday." Like, what?
We hold casting calls so we can get a sense of peoples' personalities.
To build our user personas, I compiled information from my user interviews and results from surveys conducted before I arrived at Industry, piecing them together to create 3 personas, one for each of our broad Target User categories. The presentation view of Ella, our Job Poster persona, is shown below:
I want to hire people that people want to work with.
Ella has been working at Fig Cafe for 8 years. She started part-time and is now a Cafe Manager. She's responsible for interviewing the Front of House staff and posting job ads.
After the cafe's lunch rush, Ella sits down in the office to look through the applications of those who responded to Fig Cafe's open job posting. She flips through emails from 15 Craigslist applicants and then remembers the 3 résumés that were left with her cashiers.
I chose categories for the competitive analysis based on insights from the user interviews. The analysis findings were compiled in a keynote presentation which I showed to the Industry team, and parts of which were later synthesized and added to investor presentations. Below is a table summary of the results of the competitive analysis:
Geographic Reach | Candidate Volume | Personality-Focused | Industry-Targeted? | Time-Convenient | |
---|---|---|---|---|---|
In-Person Inquiries | Local | Medium | Yes | Yes | No |
Word-of-Mouth | varies | Medium | Yes | Yes | Yes |
Casting Calls | Local | High | Yes | Yes | No |
Craigslist | Local | High | No | Yes | Yes |
Local Classifieds | Local | Medium | No | No | Yes |
Shiftgig | Global | Medium | No | Yes | Yes |
Restaurant.org | Global | Low | No | Yes | Yes |
Indeed | Global | Low | No | No | Yes |
Global | Low | No | No | Yes |
I drew up storyboards for three key user stories:
I created an Agile-inspired user story map to map out product features, help us avoid MVP feature creep, and give our team a big picture view. Here's what it looked like initially:
For some of the user stories from the user story map, I created flow diagrams showing the interaction between user actions and product state using a UI Flow shorthand from Ryan Singer. Below are two of those flows:
Before creating paper prototypes, I identified some questions I wanted to be able to answer after testing the prototypes with users:
With those questions in mind, I got out the paper, Sharpies, and scissors. I made two sets of paper prototypes, one for each question:
Shown below are two of the paper prototypes, one of a User Profile layout and one of a Job Posting layout:
Guided by my qualitative research using the paper prototypes, I created wireframes in Axure. I wanted more feedback on a set of the UI flows, so I used Axure to make the wireframes involved in those flows interactive and used them for further task success testing.
Three wires of a User Profile are shown below, laid out for mobile, tablet, and desktop screen sizes:
Coming soon.
The MVP I designed was used to acquire an additional $2.3 million in seed round funding. Additionally, 20% of San Diego's ~6,000 restaurants joined Industry, and we helped countless service and hospitality professionals find jobs.
Industry is now operating nationwide at industry.co.
Note: I didn't design the current Industry landing page.