Careers Page Redesign

 
 

The Challenge

What started as: “refreshing the look of the HomeAdvisor’s current careers page”, became redesigning the entirety of the HomeAdvisor careers website. HomeAdvisor had a careers website that was thrown together; including very little information about the company’s culture, benefits, departments, etc. Most links on the website simply sent the user to UltiPro; a third-party platform used for searching and applying for jobs.

If you’d like to know a little more about the company itself: HomeAdvisor provides homeowners with tools and resources needed to complete their home improvement, maintenance and repair projects. Being that HomeAdvisor is a well-established brand with a large presence in the home improvement services sector, they needed a careers page to be up to par with the rest of their website.

 
 

Research

Reviewing the original careers page

I first started by looking through all the pages attached to the original HomeAdvisor careers page and taking note of everything it included at the moment. This was so I would have a basis for starting competitive analysis. You can see the original careers page below:

Website on desktop

 

Website on mobile

 
 

COMPETITIVE ANALYSIS

HomeAdvisor found themselves losing out on new, talented software developers to bigger tech companies in cities like New York City and San Fransisco. This is why the project started as making a more appealing landing page that would pull people to our Colorado, Chicago, and other offices. I first started by looking into some of the highest rated careers pages on the web; most of which were tech companies.

competitive analysis
 

Competitors’ Conventions:

  • 10/12 of the sites had a mission statement close to or at the top of their careers landing page

  • 10/12 of the careers pages were subdomains of the company’s websites

  • The majority of the sites had lots of large photos depicting employees and their office spaces; typically starting with a full-width hero image at the top

  • Majority of the sites spoke about their culture on the first page.

  • The majority of the sites had locations and jobs organized into categories on their page, as well as having the options to search for either field in some other manner.

Potentially Missed Opportunities:

  • Only a couple of the sites had video on their careers page, and it seemed to grab peoples’ attention when looping video was used as the hero (Spotify did this).

  • Very few sites spoke to how they hired and their hiring process.

  • Only two of the sites had an interactive map for locations and they were both larger, global companies

  • Few companies mentioned their awards on the page

  • Few companies mentioned anything about benefits/perks on the first page

 

 

Design

Low-fidelity wireframes

Now that I had a direction to go after speaking with the Project Manager (PM), the Vice President (VP) of Product (one of the main stakeholders), and conducting extensive competitive analysis, I jumped right in to sketching. Though I would usually start with mobile web, the VP of Product wanted to start on desktop since it was more commonly used and they wanted to get something out there as soon as possible. These sketches were helping me to prioritized items that were most common within competitive analysis, as well as to get a better idea of the appropriate layout for the landing page.

lo-fi careers page wireframes
lo-fi careers page wireframes
lo-fi careers page wireframes

Once I found a few different potential treatments for the careers page, I started designing them through Axure. I wanted to give the PM an idea of how the items could be organized on the page and how the different interactions may work. She setup a meeting with the VP of Product, who requested that I push the fidelity higher to give an idea of the potential imagery used and how branding the page may work. Part of this request had to do with how we might approach co-branding HomeAdvisor and Angie’s List, since both companies were using the same careers page.

 Key Takeaways:

  • VP of Product wanted to see an interactive map that would show our international presence

  • VP of Product didn’t want information about different office locations on the main page, because he thought it was too much information

  • PM thought the toggle feature for locations and departments may add one too many clicks to the user experience

  • VP of Product mentioned that the “core values” or “mission statement” pieces would be too specific since were promoting two different companies with different cultures

  • Preferred a search feature at the top instead of a “Current Openings” call-to-action (CTA) button.

  • Wanted to see higher fidelity mockups ­with brand colors, photography, typefaces, and what the copy may be

 

 

scope creep

After pushing the fidelity higher, we presented the mockups to HR and PR. They mentioned how culture, perks, etc., changed office-to-office; department-to-department. This is when it was brought up that we may need to build out separate pages for these different items.

Key Takeaways:

  • Wanted pages for the locations and departments, so we may better speak to their specific culture and perks

  • PR requested other stats to display than revenues and percentages

  • HR had questions about student recruiting and wanted a page to speak to this, specifically


 

The Big Pivot

i realized we may need to take a couple steps back…

I started updating the main page as well as building out what the attached pages may look like for different departments, locations, and for the students section. Then we had another meeting with the VP, Marketing, PR, and HR. This is when the everything really blew up… You can see the designs I walked them through, below:

Key Takeaways:

  • PR had questions about how this would work on Wordpress, because the current “abouthomeadvisor.com” site was on Wordpress (so PR could update pages on a daily basis)

  • There was arguing over co-branding with Angie’s List and HomeAdvisor, or using the parent company (ANGI Homeservices) brand for the entire site

  • Marketing had questions concerning using employee photos if they quit or were fired

  • It was then brought up how HomeAdvisor also owned other companies, (CraftJack, mHelpDesk, HomeStars, etc.) who went through our software to find jobs, and how we could show their brands on the site

  • Potential changes to the entire architecture of the site was also brought up, questioning the current top level navigation; careers, media resources, investor relations.

 

STEPPING BACK FROM PROTOTYPE TO DEFINE

Being that this was turning into redesigning the entire site and maybe even building out a separate site all together, I did some more competitive analysis and with that; proposed a new sitemap to the VP and PM. Below, you’ll see the original sitemap and my proposed changes:

The red items of this show what pages I was proposing we keep separate from “homeadvisor.com/careers”.

The red items of this show what pages I was proposing we keep separate from “homeadvisor.com/careers”.

My Proposal:

  • I proposed that we kept the abouthomeadvisor.com website on Wordpress, so PR could still update it whenever needed

  • I then proposed taking the careers section out of the site and building it all within a subdomain: homeadvisor.com/careers

  • After looking into other companies like Google and Facebook, I also proposed that Angie’s List, CraftJack, and mHelpDesk should each have their own (much simpler) careers pages, but all going through the same third-party application software we use

  • I pushback the fidelity some to avoid more questions about menial questions such as: the photography

This was my proposal for the careers page redesign sitemap along with the sitemap, and the footer would link through to “abouthomeadvisor.com”.

This was my proposal for the careers page redesign sitemap along with the sitemap, and the footer would link through to “abouthomeadvisor.com”.

Moving Forward:

  • Abouthomeadvisor.com and careers would be separated and links between them would be within their footers

  • Angie’s List and the other child companies would have their own pages, but within the homeadvisor.com/careers page

  • I was told that the new company we’d work with (Greenhouse), for application and job searching software, we could have iframes within pages; showing some of the available openings

 

HomeAdvisor.com/careers

Once we decided on how we would move forward with the careers page and how we would include HomeAdvisor’s child companies on the same careers site, I built out pages for how they would look. I also pushed the fidelity back some, so that there would be less questions about the photography and other less pertinent items. You’ll see these wireframes, below:

 
 

After presenting these wireframes with several departments and usability testing the prototype with a few employees, some key pain points stood out. A few of these pain points were:

  • “It’s confusing to have other brands within the locations section, without addressing it anywhere else.”

  • Several people questioned why we had the top nav branded with both the HomeAdvisor logo and the Angie’s List logo, even though the website seemed to be HomeAdvisor branded.

  • Having an Indianapolis location and an Angie’s List Indianapolis location was redundant.

  • “What if there aren’t any openings in a location, do you remove that location?”

 

My Solutions

After soliciting feedback, I started implementing changes that would help solve the previously stated pain points. The video below demonstrates how I adjusted the branding and more clearly separated HomeAdvisor’s subsidiaries from office locations. I also added a feature that would show the user how many positions were available, whether they wanted to search by location or by department.

This is the prototype I walked through with visual design for the design kickoff. Visual design is currently working with this version to create high fidelity wireframes, so we can have later have final signoff on the site before then having a dev kickoff.

 

“Zach has done an excellent job with his internship at HomeAdvisor, handling a complicated, ongoing project with scores of stakeholders alongside smaller initiatives.”

- Noah Ward, Lead UX Designer


Pro Review Reminder Email

review reminder email
 
 

The Challenge

Service professionals (pros), who worked for HomeAdvisor, heavily relied on reviews to earn more jobs. Due to this fact, we needed to have another way to encourage customers to write reviews for pros who had worked with them. The goal of this project was to increase the number of pro reviews by reminding a homeowner to complete a recent review request.

This project would apply to both open (meaning HomeAdvisor had not yet captured the customer’s project/contact information) and closed reviews and would help us in the goal to get more closed reviews too. The reminder email would automatically go out to a customer who was sent a review request one week prior, but had not yet reviewed the pro.

 
 

Project Requirements

The project manager sent me the requirements for the email as well as an old email template to reference. The requirements were as follows:

  • Title: Reminder to please rate us

  • Body: Hello, We recently sent you a request to review us through HomeAdvisor. Reviews help us grow our business and improve our services. We would greatly appreciate if you could spare a few minutes to leave us a review.

  • Call to action to submit review (the link is different for open vs. closed review)

  • Indicator of which pro is requesting the review


Design

After being given the requirements, I designed a simple version of the email that referenced the old email template. I also designed a new template that we could potential test it against. You’ll see both the opened and closed review versions of these two different designs below:


A/B Test results

The project manager liked both versions A and B, so we decided to test both. After a few weeks of unmoderated testing, we reviewed the analytics and found a clear winner. You’ll see the comparisons for the control vs. tests A and B and the results of these tests, below:

control vs test a and b
 
chart depicting the conversion rates
 

"Test B is a clear winner and is statistically significant in terms of submitted reviews at the 1% significance level with a 9.1% increase to submitted reviews. This should be a big help in getting pros more reviews.”

- Kathryn Boswick, Project Manager