Orka Work, a dynamic job platform, recently experienced a significant surge in user registrations, signaling a need for strategic scaling. The project focused on expanding into the hospitality sector and introducing the 'Switch' feature to facilitate easy access to a variety of job opportunities.
Problem & Insights
Workers struggled to navigate and apply for jobs across different sectors due to a confusing interface and the aggregated presentation of sectors, complicating job searches. Additionally, the influx of user sign-ups highlighted the need for more diverse job opportunities to meet the growing demand.
Goals
A key aspect of the project was the expansion into the hospitality sector, diversifying the range of job types and environments available on the platform. An equally important goal was to optimize the user experience, particularly by redesigning the interface to make navigation between different job sectors more intuitive and user-friendly, addressing the specific challenges introduced by the inclusion of the hospitality sector.
the system has become significantly more organised and user-friendly, offering seamless navigation and an enhanced experience.
Streamlined the user experience by eliminating the sectors from filters and introduced new shift time options tailored specifically for the hospitality industry.
I introduced a sector switch feature to empower workers with the flexibility to effortlessly apply to multiple jobs across various sectors. The initiative also placed a strong emphasis on data-driven decision-making, utilizing user feedback and analytics to inform the development process and guide feature enhancements.
Solution
Through a meticulous and iterative process that included user surveys, interviews, data analysis, wireframing, prototyping, and multiple rounds of sector-switch testing with a strong focus on enhancing the user experience, I spearheaded a significant initiative. This endeavor was a collaborative effort involving various teams, including Product Management, Engineering, Data Analysis, Quality Assurance, Content Management, Customer Support, and Marketing, all while ensuring alignment with our Chief Technology Officer (CTO).
We actively sought user feedback to gauge interest in hospitality jobs, offering them the opportunity to express their interest and receive notifications about relevant job openings.
The key outcome of this effort was the successful introduction of the hospitality sector to our platform. To achieve this, we prioritised scalability, implementing strategic measures to ensure the platform's adaptability to future expansion. Specifically, I designed the client portal with inherent scalability, laying the groundwork for seamless integration of additional sectors within the hospitality industry.
I implemented a feature for dynamic job suggestions. If a user sought a specific job, such as a security position, in their local area but none were available, our platform would proactively recommend alternative job opportunities, such as the 10 available hospitality positions. With a simple flick of the 'Switch,' users could seamlessly transition between sectors, obviating the need for tedious and time-consuming filtering processes that were previously in place.
I introduced a feature called Good Match for Orka to address a persistent challenge in our app - the presence of duplicate and irrelevant user profiles. This issue not only consumed valuable time but also led to user frustration. To remedy this, the "Good Match for Orka" feature incorporates a streamlined qualification process. Users are presented with four specific questions during the signup process. By answering these questions, they can determine their eligibility to sign up. Remarkably, this approach has resulted in a significant improvement, with approximately 35% of incorrect profiles being filtered out. In essence, Good Match for Orka serves as a powerful feature for setting better expectations among our workers, ensuring that the platform connects them with the most relevant opportunities while reducing the clutter of inaccurate user profiles.
Results
Orka Work successfully secured a major client in the hospitality sector, marking a significant milestone in their expansion efforts. This client's partnership brought an impressive addition of new job listings to the platform from the hospitality sector alone.
Research
As we delved deep into user interviews and research, we walked in the shoes of the workers, understanding their challenges, frustrations, and aspirations. We conducted a user segmentation and feedback study.
Group 1 - Job Seekers: This group comprised individuals who had encountered difficulties in finding suitable job opportunities using our platform. We engaged with them to uncover the pain points, frustrations, and obstacles they faced during their job search experience.
Group 2 - Registered Users: The second group consisted of individuals who were already registered with our platform. We aimed to gather feedback from them regarding their overall experience, as well as their preferences for additional sectors they wished to see on our platform.
Our research journey included in-depth interviews and surveys with both groups. We asked probing questions to understand the specific pain points they encountered while using our app, ranging from interface navigation challenges to the availability of job listings on certain days. Notably, we identified that some users faced issues when trying to switch from one sector to another within the app. For instance, they mentioned that switching between sectors could be confusing at times, and on occasion, they couldn't find any job listings when attempting to explore different sectors.
Many respondents expressed a strong interest in job sectors such as waitering, assistant management, cooking, kitchen management and culinary arts. These insights directly informed our decision-making process, guiding us toward enhancing our platform to accommodate these desired sectors.
Ideation
In our collaborative ideation sessions, involving the Project Manager and Business Analyst, we generated lists of sectors with the potential for expansion. Following in-depth market research and analysis of user feedback, we examined both worker-preferred sectors and sectors experiencing workforce shortages.
Based on our findings, we made the strategic decision to consolidate various job roles under one main sector called Hospitality. This main sector includes multiple sub-categories such as wine server, night club manager, line cook, kitchen manager, food and beverage service supervisor, chef, and bartender.
During this race against the clock, I took on a multifaceted role, encompassing leadership within the design team and steering our overarching product strategy. My responsibilities spanned conducting comprehensive research and user interviews, guiding the development of visual and interaction design elements, and ensuring seamless coordination with our front-end development team.
Validation
In our iterative User Acceptance Testing (UAT) phase, we engaged shift workers who willingly subscribed to notifications upon the introduction of the hospitality sector, conducting multiple rounds of testing. This strategic approach ensured that our testing pool was representative of the target user base and that our solution evolved based on continuous feedback. Through these repeated interactions, spanning several rounds, we collected robust user feedback, which subsequently emerged as the cornerstone of our assurance that the proposed solution, including the "Sector Switch" feature, would effectively address the problem at hand. It validated that our user-centric approach aligned with the needs and expectations of our users, making it a pivotal component of our solution's success.
Plan of Action
In collaboration with our front-end engineer, data analyst, and Product Manager, we successfully implemented this design. With valuable input from our CTO, I also ensured that the product was designed to be highly scalable, allowing for the seamless addition of new sectors to cater to our clients' evolving needs.
Future steps
In the next phase of this project, we will maintain a strong focus on user feedback, aiming to continually refine the platform in response to evolving needs and preferences. Expansion remains a key goal, with potential exploration into additional sectors beyond hospitality and possible international expansion to tap into global markets. Enhancing personalization features, leveraging advanced data analytics, and ongoing collaboration with the marketing team will be pivotal in ensuring the platform's effectiveness and user satisfaction.
Reflection
Orka Works scale-up initiative was not just another project for me; it was an exciting journey filled with purpose and the potential to make a meaningful impact on the lives of workers. Scaling up our platform to help workers find more job opportunities and ease their financial burdens was a mission I was genuinely enthusiastic about. One of the most rewarding aspects of this project was the opportunity to connect with workers on a deeper level. Conducting interviews and surveys to understand their pains, financial struggles, and aspirations brought a sense of empathy and purpose to our work. It was a humbling experience to hear firsthand about the challenges they faced and to know that we had the power to make a positive change in their lives.
Introducing the hospitality sector and the "Sector Switch" feature was a moment of genuine excitement. It wasn't just about implementing features; it was about addressing real pain points. The idea for the sector switch feature, inspired by my personal experiences with job search platforms like Indeed, stemmed from a desire to simplify the job application process. Knowing that this feature would streamline the user experience and help workers navigate various job sectors brought a sense of accomplishment. I look forward to carrying these experiences and lessons into future projects aimed at improving the user experience and making a difference in the world.
Furthermore, having a client abroad partner with us and witnessing the positive impact of our platform in bringing new job listings to our users was a source of great contentment. It highlighted the scalability and global potential of our project, reaffirming our commitment to our mission while simultaneously achieving our business goals.
Drop me a line or give me a call
