Validating hypothesis through design experiments

Product-Led Growth

Project Overview

A platform focused on freelancer headhunters that recommend candidates for the job positions opened by our clients. The recruiters are responsible for sourcing and screening candidates.

At the beginning the platform was focused in Brazilian recruiters and positions, but with the growth of remote jobs, this product was important to the company expand the operations across Latin America.

My Contributions

Definition and prioritization of the experiment (with PM). Interview with users who signed up (with CS). Design of the no-code experiment to improve the number of active users on the Latam platform.

Problem

Product Designer

March - Jun 2021

With the expansion to countries like Argentina and Mexico in the first quarter of 2021, 396 users started the signup process, but only 2 became active in the platform, sending candidates to the available positions.

As a squad our main objective was to understand why people aren't sending candidates and find opportunities to increase the number of Latam candidates in the international positions available.

Hypothesis
- The signup and onboarding flow are too long, with almost 10 steps until the recruiter see what positions were available to work on.
- Our platform wasn’t optimized to spanish speakers, so we could be giving confusing information to these users.
- The value proposition wasn’t clear.The recruiters have difficulties to find candidates in their countries to the available positions.

Interview with users

Product Designer

March - Jun 2021

During the discovery phase of this project, in collaboration with the operations area, user interviews were conducted as an experiment with the aim of addressing the main concerns that people had regarding platform usage and gaining a deeper understanding of the problem.
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The onboarding was chosen with the intention of scheduling a demo, considering that approximately 90% of the people who sign up do not return to access the platform.

Results

We conducted a total of 20 meetings.
After the meetings, 13 recruiters began working in a position, and 4 of them became active by sending their first candidate.

Insights
- Most users understood that it was a job opportunity and not just a freelancer platform.
This was not an issue in Brazil, as we communicated the value proposition more effectively in the Portuguese ads and platform. Additionally, recruiters in Brazil are more familiar with similar platforms, so they have a better understanding of how this kind of platform works.
- Users had doubts regarding payment methods and currency.
- Users also expressed concerns about whether they could approach people from other Latin American countries and from around the world.

Landing Page experiment

Assumption:
Only 2% of Latam partners registered on the platform started to send candidates. In surveys, we found that some people thought they were applying for a job opening and not for a headhunter platform.
In the current flow, we are unable to show the product's value proposition to Latin American partners. Many register without understanding the product and stop accessing the platform right after onboarding.

Hypothesis:
Adding a landing page in Spanish to the Latam partner acquisition flow will help leads understand the product and increase the number of active partners.

Success:
5% becoming active (sending their first candidate)

Wireframes:
I used wireframes to validate the content with the Product Manager and the translator and also to define the structure of the Landing Page. Since this was a no-code experiment, I planned to create the design in Webflow.

Webflow Landing Page
The landing page was constructed using Webflow, employing a design pattern that closely aligns with the company's existing design system and visuals. It was strategically tailored to address the primary pain points identified by users during the surveys.