CASE STUDY:
The delta Companies
Mobile First Design
The Delta Companies site was created years ago and didn’t not focus on mobile first design. The site used separate HTML files and CSS for the mobile version. The first goal was to redesign the site starting with a mobile first methodology.
The current iteration of the site also lacked brand identity, many users voiced that they didn’t know what line of business the Delta Companies was in. Users also expressed that the navigation was confusing and not user friendly.
To improve the web presence and provide a better user experience we created a questionnaire that we sent to users. Below are some of the questions we posed.
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Are there sites you’ve seen that does a good job of directing an end-user to apply? Please list them.
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Are there mandatory needs that need to be considered that would make a candidate experience to apply easier?
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What are some of the things you’ve seen that could turn a potential candidate off from applying?
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Would there ever be a need to have gated information for a candidate (i.e you give us your email we’ll provide the content you want)?
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Should there be a secure page for an applicant to use so that they can update their information?
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Please list the top three (In order) most important components an end-user would/should want to know about or access?
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What other must haves would you like to see from a hiring perspective that would help make the application process easier?
The Persona
The average job applicant and end user is in their mid-twenties to early thirties. They are typically male, and education varies, but majority are college graduates. Their motivations are generally high commissions, vertical movement up the corporate ladder, and substantial sales bonuses. They typically exhibit an “A type” personality, which means they are extremely competitive and goal/action orientated.
The remainder of the user demographic is female which makes up about 35% of the organization, and they are typically recent graduates in their mid-twenties to early thirties. The female user also exhibits “A type” personality traits, which is to be expected due to the nature of the jobs at The Delta Companies, which is medical staffing organization.
Pain Points
​After surveying the end users and enterprise recruiting we were able to get a great look at their pain point with the site.
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The navigation is confusing
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Job candidates don't know what line of business The Delta Companies is
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The site is not mobile responsive
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The browser back button reloads the entire site
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Too many clicks to get to the Apply button – screening questions, creating accounts, agreeing to a statement (up to 35% drop off for each question / additional click per Glassdoor)
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Requiring the use of specific browsers (Chrome, Firefox, Explorer, etc.)
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Having to enable Adobe Flash Player
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Having to create an account w/security questions prior to applying
Information Architecture
In response to the challenge of convoluted navigation, my primary focus was to streamline the website's structure, ensuring an intuitive and user-friendly interface. By meticulously organizing the site, I aimed to facilitate seamless navigation for users, thereby enhancing their overall experience.
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The objective was not just to help users effortlessly locate information, but also to simplify task completion and job application processes. This strategic approach was designed to empower users, making their interactions with the site as efficient and enjoyable as possible.
Wireframes & High Fidelity Prototypes
Before initiating the website development process in WordPress, it was essential for me to establish wireframes and high-fidelity prototypes. These preliminary steps served as a crucial foundation, enabling us to preemptively identify and rectify any potential design and navigational challenges prior to the commencement of coding. The designs were subject to approval from both the advertising and corporate recruiting departments.
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However, despite our meticulous planning and execution, the project was unfortunately curtailed due to budgetary and time constraints. Despite this, the experience was enriching. It underscored the importance of extensive user input, which I found to be an invaluable asset in guiding the design process. The insights gleaned from this project have undoubtedly enhanced my understanding and appreciation of user-centered design.
