UX Portfolio

Key performance Objectives from Stakeholders:

✅ Employee Value Proposition (EVP) needs to be clear and emphasized throughout

✅ The site should build trust and confidence with the potential candidate

✅ Engage the candidates with interaction design, a trim experience, and streamlined architecture

✅ An intuitive conversion-focused site that helps people feel encouraged by the culture to apply

✅ 0 to 1-click job search with filter options accommodating both the candidate and the recruiter

✅ High-impact content  that is inspiring, informative, expressive, entertaining, actionable

✅ Diversity and inclusion initiatives need a showcase on the site.

✅ Customizations to tailor small markets while balancing consistency within an enormous legacy corporation.

Current Usability Avg. Rating 3.1

• Excessive search glitches

• Long page loads

• The “Talent Network” link was ambiguous

• Legibility of lengthy pages needed improvement

• Provide more areas for Infographics and local market content

HR & Culture Content Avg. 2.8

• More visuals and videos could be present

• Career programs are too underrated and buried within the site

• Build candidate trust with testimonials.

• Due to an increase in job scams, social proof would be necessary

• Genuine imagery featuring warm and candid faces

Visual design Avg. Rating 2.6

• Outdated appeal

• “cold hand” zero personification images too prevalent.

• Stakeholders desired Lifestyle candid imagery

• Extremely verbose pages, inaccessible cognitive overload

• Adding HCA’s branding in a way that still balanced individual market brands

We chose to interview two types of “power users” identified by stakeholders for the remainder of January. The first group of users was 5 HCA employees who were recently hired in the last 30 days. We asked them about their recent experience applying and any other sites they used in their job search before settling on HCA. We also asked task-based first impression questions to benchmark the site’s current state. We needed to learn why these recently hired employees ultimately chose our corporation over others. What made us stand out in the sea of other hospitals or companies?

The second group was 6 HCA Recruiters for particular departments. We asked them about their experienced tailoring market brands within the large legacy corporation. We wanted to know what tactics worked best for them in getting candidates to feel the warmth of their small community while still bridging the support of the enterprise. This second group also interacted with the candidates the most. We asked the recruiters what they had heard about the candidate’s user experience from their close perspective.

Aside from moderating and drafting the user interview script, I also crafted an anonymous 10-question survey on Survey Monkey that was emailed to recent applicants on the site. These 2 types of user interviews and the qualitative survey helped us gather our personas’ likes, dislikes, needs, and competitors. This info also came in handy for the later competitor pattern analysis.

There were a few questions to help us empathize with any points the users were currently encountering. We utilized this information for journey maps and storyboards. We highlighted friction points and user-identified points of importance within the surveys and the user interviews.

Before configuring the new architecture and laying the groundwork for design ideation, we identified 7 types of personas in various verticals: 

1. Seasoned Nurses in multiple units

2. Students Entering Workforce (both healthcare or office interns)

3. Allied Health Support (Pharmacy, Techs, etc.)

4. Ancillary Support (Environmental Services, Mechanics, etc.)

5. Recruiters in multiple communities (not pictured right)

6. Corporate and IT job seekers

7. Enterprise Leadership

Journey maps walk alongside a key persona as they go through the motions to complete a task. We started our Journey Maps by focusing first on the Experience map of our primary persona, the New Student Nurse, before repeating the same process for the other personas.

The experience map pictured right showcases Maria’s job search journey in and outside of her first encounter with HCA’s Branding and services. We wanted to capture the beginning emotional rollercoaster of job searching well before she would be interviewing or deciding on a job offer.

While we identified the highlighted steps a user may take in a wide-sweeping experience map, I also detailed the emotions, thoughts, and observations in empathy maps for each of the phases in the experience (below). This helped capture the current qualitative state of the site, where unsatisfactory moments occur, and why.