Overview

The project aimed to redesign a profile template for profession types, focusing on improving user accessibility and experience. SEO optimizations made information easier to find and the redesign resulted in a more intuitive, user-friendly product with enhanced search engine visibility.

Few key facts

• Role: Project Manager & Lead Designer

• Tools: Miro, Asana, Figma, Findmind, Clickup

Approach

The project followed a structured, thorough approach using the Triple Diamond process, focusing on research, ideation, and development over a timeline of about a year. With clear deadlines, the work was divided into three key phases to deliver a MLP:

1. Problem Phase:
   This phase began with defining what is already known about the existing product and identifying knowledge gaps. Using a matrix, the project's core team determined the best research methods to address these gaps. The matrix highlighted the need for both qualitative and quantitative research. We conducted an online survey with over 500 participants, complemented by qualitative interviews with students at a school who were exploring their career paths. Analyzing the data enabled us to compile a list of content items and sections of the redesigned product that included crucial information and user preferences for how they wanted to consume this information. The list was then prioritized using the MoSCoW method to focus on the must-haves.

2. Solution Phase:
   With a deeper understanding of the problem, we moved into the solution space, where collaboration was key. In this phase, I worked closely with other designers. We conducted various workshops, utilizing methods like Crazy 8s, lightning demos, and paper wireframing to generate ideas. Later each designer created individual wireframes in Figma, bringing their unique perspectives to the table. I then consolidated these ideas into three preliminary mockups, which were reviewed with a broader group of stakeholders. After selecting the most promising approach, we refined the design through iterative feedback. The final design was then tested with eight students to test its usability.

3. Product Phase:
   Once the design was finalized, I facilitated a smooth handover to the development team. This involved creating detailed tickets, tracking their progress, and ensuring thorough testing to meet the project's requirements. Throughout this phase, I maintained close communication with developers to address any challenges and ensure that the final product aligns with the initial vision.

After the initial go-live of the MLP, the project shifted its focus toward refining key sections and enhancing the backend infrastructure. This included ensuring that the product aligned with the latest backend architecture based on microservices, providing a more scalable and resilient foundation.

Although the project had defined phases for further development and improvements after the go-live, many of these planned activities could not be fully completed. Changes in the product roadmap and limited resources resulted in adjustments to the initial plans, impacting the scope of phases 2 and 3.

Results

The "Profession Profile Max" project was a strategic initiative on the product roadmap, designed to make it easier for users to access information about professions. It also aimed to create a product that associations, as industry experts, would find valuable enough to purchase and share with users. The project focused on four OKRs related to traffic, conversions, and profile quality.

As a result, we achieved a 36% increase in direct traffic (exceeding our goal of 20%). However, organic traffic has not grown as expected, as key optimization tasks were completed just recently.

One standout success was the 76% conversion increase for the main video on the profiles (the goal was 20%). This is important because these videos are the preferred information source for our key user group.

We also met our goal of creating at least 10 high-quality profiles in partnership with associations. Work is ongoing to build more collaborations and deliver additional top-tier content.