My Approach
Overview
Haitou is a job seeking platform that primarily serves international students and helps land on the job opportunity, especially focusing on sponsorship related information.
Role
I worked as the Product Designer during the internship period at GoValley company. I served as the Product Designer responsible for (scope) on Haitou project.
Dirt Research
User
Performance
Data
Over the past six months, there is a continuous decline in the platform's daily active users (DAU) and a gradual drop in user satisfaction. At the same time, user conversion rates remain low, while bounce rates are significantly high. Moreover, the target user base is showing a clear trend toward younger demographics.
As a result, the team aims to redesign the platform to enhance user experience. The redesign is expected to be strategic and high-level, bringing fresh vitality to the platform.
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Collaboration
PM, UXR, Eng, UXW
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Tools
Figma, Miro, Google docs, ProtoPie
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Responsibilities
Product Design, UX Researcher, UXW
Design challenges
In the past 6 months, DAU decreases 10% per month, conversion rate dropped 9% per month, drop-off rate increases 10+% per month.
Data indicates that 90+% users are international students
Original design was created by a few Eng by using a bare-bone template.
My Role and Process
I drove and initiated the UXR with the PM and Eng
I conducted the research and organized the user insights.
I re-calibrated with PM and proposed the design approach.
Approaches and Methods
I conducted user interviews with 25 participants and surveyed 200+ users to understand the reasons behind user churn.
Out of the 25 participants：
96% were international students
88% were recent graduates or about to graduate
why do Users choose to use HT?
International students need immigration information (which Haitouwang provides) during job searching.
Other job-hunting platforms like LinkedIn or Indeed are not designed for such purpose.
92% of users of USCIS or websites that can provide company immigration info
97% went through external application portals
80% went to tracking applications (Excel, Google sheet, Notion) to record application progress
Where do users go after drop-off
Nearly 98% of users dropped off after the job post research.
Why go to these platforms?
Went to immigration websites for visa and historical sponsorship information
HT did not have a direct application portal
HT’s job tracker was not very usable, need more comprehensive and customizable tools
Key User Interface
Key Difference
Informed Design Decisions
Ensured design choices were grounded in data and user needs
Data-Driven Analysis
Examined declining metrics to identify key issues
Focus on the Understanding Phase
Allocated more time to analyze user behavior and preferences
Alignment with Younger Audience
Prioritized understanding the preferences of the younger demographic
