Client: AVA • Role: UX Designer • Date: February 2020
Brief
Turn what is essentially a massive decision tree in a spreadsheet into
a ‘bot-like’, conversational interface, which generates a CV based on the answers you gave.
• Primary target user: School-leavers, graduates, university students, 1st/2nd jobbers. Aged 16-25.
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• AVA required to see the user onboarding, user flow from landing on the website to starting a conversation with AVA and then skipping ahead to the purchasing of a CV at the end.
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• AVA's users need a way to create CVs online because offline CVs are often not optimised for Application tracking systems (ATS), which scan CV's for keywords and phrases before any human sees the document. As a result, users are not getting jobs.
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• AVA does not want the user to signup/register - "we’re not storing data, the user buys and downloads their CV.”
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My role: Team facilitator, user interviews, usability testing, affinity mapping, wireframing mid-fidelity, facilitating the design studio
& presenting to the client.
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Read the extended case study on Medium
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Process journey
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Research
CV's, ChatBot trends
While conducting direct and indirect competitive analysis, we discovered trends in chatbots and CV building sites. The client spoke of chatbots they were fond of so we included these in our research.
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• Many chatbots have hints and reassuring language to support the users.
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• Sites that currently create CV's do not support ATS checks.
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• Sign up to recruitment and CV building sites were common.
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User needs
Speaking to focus groups.
To understand users pain points and gain insights around CV building, we sent a screener survey to a focus group provided by our client also within our network.
This included conducting face to face interviews.
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This research helped us build a persona as well as an experience map & storyboard to drive us forward into the design phase.
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• ATS awareness was needed as it was an unknown process.
• Users want a stress free experience with advice around the structure of their CV.
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• The majority expected to create an account if they were providing personal information to create their CV.
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Define
Ideation and Testing
Facilitating a design studio with the client, we were able to bring AVA to life by putting pen to paper.
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Based on our user research, we were able to validate and convince the client to include an account login, by showing videos of an initial wireframe test we conducted.
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With a bank of great ideas, we proceeded in creating wireframes up to high-fidelity. Conducting usability testing and iterating through the process. Users said:
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•" A lot of information to digest. It was much more digestible once the info was brief."
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• "The reassuring language while talking to AVA is something I really like."
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• "The look and feel of the screens are calming.
Illustrations are a nice friendly touch."
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Conclusion
Next steps
Product improvement
How AVA can be improved is with further testing and the addition of secondary features considered during the process.
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• Start including job posts that link to recruitment site currently owned by the AVA team.
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• Testing a secondary flow further around how the user can adjust the CV templates and re-downloading.
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• Adding and testing for a personality test. A 'nice to have' feature, but it is a great way to have fun and get to know your traits as a professional.
My insights
What I learned during the client project.
Organisation and thorough user testing.
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• Through daily stand-ups, I found staying positive and being organised kept group members motivated and all on the same page.
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• Testing and validating client requirements are my key takeaways. With video evidence, the clients perception changed around adding an 'account creation'.
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• I understood that not being complacent and focusing on our own project pace kept us on top of deliverables.
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Feedback
My experience
• The project itself was fitting seeing as I would be looking for my first UX role and needed to create a CV after this project. The AVA concept was a great opportunity to bring a vision to life.
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• The AVA team were amazed at how much research and work we had all put in. The design studio session left them inspired and excited to see the end product.
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• Client meetings and the design studio made the experience even more real.
I look forward to future client projects as really did enjoy the whole experience.
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Client Testimonial
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Rebbeca Collins
"Ali and his team from GA were so enthusiastic about our project that the design sprint really drew me back into the joy of it. The work they delivered was on-point, creative and well-validated, and I appreciated the confidence with which they led us through the process."
Thanks for reading!
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