Before

The Challenge

DocCafe, a job board for healthcare professionals, was struggling with a dated website that wasn’t converting visitors into users effectively. Traffic and subscription rates were stagnant, and there was a lack of clear user flow for job seekers and recruiters alike. They needed a modern, responsive, and optimized platform that would cater to a professional audience, streamline the job search process, and improve overall user experience.

My Role

As the lead product designer, I spearheaded the complete redesign of DocCafe’s website. My goal was to overhaul the user experience by identifying key pain points and streamlining the buyer’s journey for both job seekers and recruiters. I collaborated closely with the DocCafe team to understand their business goals, the user persona, and the competitive landscape.

Approach

1. User-Centric Design: I conducted extensive user research to understand the needs of both job seekers and recruiters. Based on the findings, I designed intuitive navigation and clean, professional layouts to enhance usability.
2. Mobile Optimization: A significant portion of DocCafe’s users accessed the site via mobile. I made the site fully responsive, ensuring seamless navigation across devices.
3. Improved Search Functionality: One of the primary pain points was the job search experience. I simplified the search filters, enhanced search relevance, and introduced features like saved searches and personalized recommendations.
4. Engaging UI and Visuals: I refreshed the visual identity, integrating a modern and professional aesthetic to build trust with users while keeping the interface simple and approachable.
5. Conversion Rate Optimization (CRO): To boost subscriptions and paid users, I revamped the call-to-actions, optimized the placement of sign-up forms, and streamlined the application process, reducing friction at key points.

Results

• Increased Traffic: The new design attracted over 50,000 visitors per week.
• Boosted Conversions: The streamlined user journey resulted in a notable increase in subscriptions and paid users.
• Job Applicant Growth: After the redesign, DocCafe saw a 60% increase in job applicants, demonstrating the improved effectiveness of the platform.

This project highlights my ability to combine user-centered design with business objectives to deliver a product that not only looks great but performs exceptionally well.