The challenge
“Low applicant volume” had become one of Hireology’s top churn reasons. Applicants frequently abandoned applications midway through, and the team lacked insight into why.
Through user research, I sought to understand the applicant’s experience — their environment, motivations, frustrations, and expectations during the hiring process. The goal: uncover why applicants weren’t completing the journey.
The approach
Research revealed that applicants wanted an easy, reliable, and transparent process — especially on mobile. At the same time, customers cared about offering a positive applicant experience but needed more guidance in setting up effective job applications. Key initiatives included:
Designing a streamlined, one-page application that replaced a cumbersome multi-step process.
Creating mobile-optimized, accessible form fields with clear hierarchy and fewer barriers.
Redesigning the customer setup flow to guide users toward shorter, higher-converting applications.
Continuously evolving the personas with new insights to reflect product growth and user maturity.
Mapping user research into themes across the application process.
The impact
Higher conversion and a better applicant experience.
19% increase in applicant conversion within six months — representing over 60,000 additional applicants per month.
Significant reduction in support tickets and bugs related to the application process.
Improved applicant satisfaction and stronger alignment between customer goals and user experience.
A streamlined one-page application with a focus on accessibility.
Responsive designs that work seamlessly across device sizes.
Customer application setup geared toward shorter applications to improve conversion.