GoodPeople is a B2B and B2C SaaS startup whose mission is to make the hiring process more equitable and efficient for both employers and job seekers.
When interviewing both potential job seekers and employers, the overwhelming sentiment was lukewarm at best - users were confused and unsure of what the company really did.
"I don't really get how this works."
"What am I looking at?"
"Am I the one doing the choosing?"
"It seems like this company is trying to create a good work culture. Is that right?"
This is not a sentiment you want your users to have, so it was clear that a redesign was critical. A redesign will allow for individuals to understand how the product can help them find a job or attract talent. Overall, the redesign will showcase more information to make it clear to users what the company's mission is, and how they fit into this mission.
Both employers and jobseekers can use this product, so the redesign needed to allow for both user journeys. By adding in the buttons "For Employers" and "For Jobseekers," users can easily navigate to the sections that are relevant to them. Users can also scroll below to learn more about the product at their own pace.
Furthermore, I used an alternating pattern where the featured image and text flipped horizontally, to break up the content and allow for easier reading.
Our rebranding journey started with understanding what emotions we wanted our website to evoke. While the colors on the left evoked feelings of peace and tranquility, we ultimately decided that the bright green would work as the primary color. Green here would indicate freshness, novelty, excitement, and profitability.
From here, I was able to extract secondary colors as well, that would be used for additional functionality.
I was rather limited in how the logo could be redesigned, so the focus was on the typography and spacing rather than a full logo overhaul. In coordination with the founder, we landed on a design that was simple and easy to read.
The final version of this website made GoodPeople more approachable and understandable to users, but I would want to continue usability testing to test these assumptions.
This project taught me how to be flexible and adaptable, because startups need to adjust in order to thrive. I worked with our developers to ensure this redesign and rebrand was attainable with the tech tools we had, and worked with the founders to ensure this design met their expectations.