A digital platform for finding jobs and candidates in Affiliate Marketing and Digital.
The Affiliate Marketing niche is experiencing a shortage of skilled personnel, but the criteria for sorting candidates differ significantly from those offered by existing services. This created the need for a niche HR platform.
Affiliate Marketing (partnership marketing) is a marketing model where customer acquisition for an advertiser is handled through partners who receive payouts for driving results according to various models: Pay per Action (click, registration), a percentage of the sale, a percentage of the advertising budget, or based on achieving a minimum ROI, among others.
Project Goals
Improve candidate relevance by sorting them based on niche-specific criteria.
Increase conversion rates in the early stages of the hiring funnel.
Attract professionals from related fields into the Affiliate Marketing niche.
My Responsibilities
Update the project's design system for two platforms: Web and a Flutter application.
Redesign key user flows:
Authorization and Registration
Creating a Job Posting
Searching and Filtering Resumes
Searching and Filtering Job Postings
Candidate Profile
Employer Profile
Saving Resumes to Favorites
Manager Workflows
Competitor Analysis and Feature Review: Used the framework — the Information Expectations Model (IEM) — to systematize competitor benchmarking.
Product Workshops: Conducted product workshops in the early stages of the redesign to gather insights related to the domain's specifics.
Design: Applied the Information Expectations Model in conjunction with HR Tech design best practices.
UX Testing: Conducted in-house usability testing with employees not from the product team. Used Pathway and Framer tools to simulate scenarios with inputs.
Handover: Prepared scenarios and components according to a checklist agreed upon with the client.
Reviewing Support Tickets: Paid significant attention to technical support requests as a key source of product insights.
Reduced the candidate hiring funnel by an average of 3 times.
Achieved a 2x increase in handover speed thanks to the refactoring of the design system and optimization of processes within the product team.
Prepared 150+ screens.
Created 24 design system organisms with specifications.
Conducted 6 problem-focused interviews.
Performed 18 UX tests.
Based on the results of problem-focused interviews and the review of support tickets, the following insights were obtained, which significantly influenced the content of candidate and employer profiles:
Candidates rarely worked in more than 3 verticals; there is almost always a primary one.
Key criteria for choosing a candidate include: verticals, traffic sources, traffic acquisition methods, ROI metrics from past ad campaigns, the candidate's willingness/unwillingness to provide screenshots of statistics from the tracking system they worked with, and the ability to review the creatives the candidate used in their work.