Website Strategy Redesign
RVer Job Exchange
Serving as a UX Design Generalist, I created pages and user flows, improved user experience across multiple user types, eliminated user roadblocks, and increased site performance.
Challenge #1
Challenge: Unfocused, confusing, and frustrating user experience. This job board had 2 major audience segments, Employers and Candidates, which each included sub-categories of 2-3 different user types with different needs and pain points.
Solution: Simplify segmentation and create dedicated pages/flows for each user type.
Homepage
Before
- Trying to target 4 very different audience segments (candidates + 3 different employer types)
- This made messaging very broad and user experience very unfocused
After
- Reorganized to focus only on the Candidate experience, with a ‘For Employers’ button in the top right (very in keeping with industry trends at the time)
- The 'For Employers' button led to a dedicated employer page (below)
Employer Page
Before
- Started as a single page trying to target 3 different user/customer types
- Again, this created a very unfocused user experience, which meant many users left the page instead engaging with the business
After
- Consolidated user types and created 2 different user flows and pages to target each type more directly
- Created a self-segmentation page which led to more targeted pages for each user type (below)
- Introduced interactivity by adding a dark overlay on each half of the page that appeared or disappeared based on cursor location
New User Type Pages
Designed and developed targeted pages to address user pain points more directly and create a smoother, more customized experience for each user type.
User Type 1
(Press play)
User Type 2
(Press play)
Pricing Strategy
Ideated and implemented separate pricing for the 2 different user types. Researched market and trends to identify best pricing and structure for each user type.
User Type 1
User Type 2
Challenge #2
Challenge: Ineffective branding for new goals. The brand, while familiar and relevant in the RVing world, wasn’t resonating with corporate remote work employers, which were our next target audience.
Solution: Complete rebrand. Though a partial, segmented rebrand was considered, ultimately it was decided that a full rebrand would be the best solution.
Re-Branding
Before:
Stacked Logo
After:
Stacked Logo
Before:
Horizontal Logo
After:
Horizontal Logo
I personally developed a new brand name and logo that would bridge the gap and speak both to the RVing audience and the corporate audience: NomadWrx. This incorporated the term ‘Nomad’, which has become well-known in the corporate world (largely from ‘digital nomad’) and is already well-known in the RVing world.
By shortening ‘Works’ to ‘Wrx’, I was able to align the name with an available url, and was also able to incorporate the letter ‘X’, which is a meaningful symbol for the larger parent group, Xscapers (which uses the ‘X’-with-a-compass-through-it symbol in their logo). While this change was ultimately shelved due to a larger restructuring (and budget cuts) throughout the organization, these suggestions were well-received and seriously considered by the leadership team.
Outcome:
These suggestions were well-received and seriously considered by the leadership team, though ultimately this change was shelved due to an impending acquisition.
Challenge #3
Challenge: Frustrating user experience due to slow site speed.
Solution: Comb through themes, builders, plug-ins, and other back-end content to trim, simplify, and improve speeds.
Theme / Builder
- Identified that while the theme was built using WP Bakery, most of the site was built using Elementor
- Recognized that running 2 active builders was weighing down the site and making it much slower
- Identified all pages and processes using WPBakery and recreated them using Elementor
- Eliminated WPBakery and significantly increased site speed
Pages, Plugins, & SEO
- Pages: Eliminated 54 superfluous pages (from 135 down to 81)
- Plugins: Identified & eliminated 8 redundant plugins
- SEO: Improved blog post layout and SEO functionality (Table of Contents, better SEO phrase usage)