The New and Redesigned ASHA Career Portal
Redesign the ASHA Career Portal to increase the traffic and revenue coming from job postings by increasing the number of job applicants for job postings.
American Speech Language-Hearing Association (ASHA), Washington, DC, USA.
I collaborated with stakeholders to understand the project goals and challenges. We identified the following goals and KPIs:
Based on the data from the ASHA Board Meeting Report of August 2019, both project objectives were achieved.
View the full strategy document for the project.
I identified 15 websites related to careers and finding a job and then analyzed these websites for content and features.
Figure 3: Competitive Analysis Report
I set up the Crazyegg Heatmap tool by using Google Tag Manager to collect the (quantitative) usage data. The usage data indicated that only 20% of visitors clicked the Find A Job button (CTA). The Goggle Analytics data indicated that the Salary Data page was one of the most frequently visited pages.
Figure 4: Google Analytics and Heatmap Tool Data
Based on the discussions with stakeholders, I created questions for the user interviews:
For a complete list of questions, see User Interview Questions.
I recruited users directly from the ASHA website and the ASHA Community forums dealing with career development.
Each potential user went through a short introductory screening (created using Ethnio) to collect information about the number of years of experience, work settings, experience with the tool, and profession. From the pool of potential users, I selected users with different levels of expertise and having different work settings.
Recruiting Audiologists for interviews was challenging because of their small proportion of the association members.
I recruited participants from every audiology focused pages on the website using Ethnio technology which was completed with the google tag manager on the website. Eventually we did find a reasonable number of participants to interview.
Figure 5: Participants with Varied Experience and Work Settings
I conducted and moderated online sessions with participants and project team members. The project team members were invited to join the session to see the participants’ responses. All interviews were recorded.
I analyzed the main issues and topics that came up during user interviews.
Figure 6-8: Understanding Trends from the User Interviews
I derived and reported insights about why users don’t apply for jobs, their perception of career development, and the kind of content they consider as career-related.
Figure 9: Main insights Derived from User Interviews
During the interview, I requested the users to show me how they search for a job on the ASHA website. After searching, many users incorrectly concluded that there were no jobs related to them and their location.
Figure 10: Job Search Result Conclusion
During the interview, I asked the users about how they perceive career development, and what are the challenges they face? Users considered clinically-focused courses as the main mode for career development. Time and budget were their main challenges.
Figure 11: Statistics for Career Development Action and Challenges
During the interview, I asked the users about the content related to career development on the ASHA website. The users mostly mentioned clinically-focused content.
Figure 12: Content Considered as Related to Career Development on the ASHA Website
During the interview, I asked the users where do they find the content related to career development. The users mentioned about using social media, The Leader, ASHA blog, and ASHA communities to find the content related to their career development.
Figure 13: Content Hubs for Career Development
Based on the insights from the user interviews, I concluded that we need to focus on the soft skills for career development. In addition, the content needs to be provided for the identified topics of interest for career development.
Figure 14: Topics of Interest for Career Development
The project had multiple stakeholders (20) who should have the same understanding of the target users.
I planned and facilitated a workshop with 15 stakeholders and we defined personas based on research findings and data.
Figure 15: Persona Example (click to enlarge)
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As part of the redesign effort, I compared the following two options:
After I explained the implications of each choice, the project team decided to go for an external portal. The main reasons were:
Figure 16: Navigation Model Considerations for an External Portal
I considered the following options for the portal layout.
Figure 17: Jobs Posting Oriented Layout
Figure 18: Career-Content Oriented Layout
The first option highlighted job postings to increase the visibility of jobs. However, this option was less focused on providing career content to the users.The second option had a sidebar to allow job ads and advertisements to be available all the time without interfering with the career content.
The final layout was a hybrid of both layouts.
Figure 19-20: Redesigned ASHA Career Portal
Drop me a line and I will get back to you ASAP.
Or contact me:
Phone: +972-50-9623607
e-mail: ifat.prouser@gmail.com
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