Customer-led UX vision and strategy

Hireology

Overview

Developed and led a comprehensive UX vision and strategy for Hireology, grounded in deep customer insight and end-to-end analysis of product gaps and opportunities.

Role

Design Research Strategy

As lead designer, I partnered with product, engineering, and leadership teams to define the UX strategy, translate research into design direction, and guide innovation from discovery through delivery.

Takeaway

This work demonstrates my ability to craft and operationalize UX strategy — translating complex research into actionable design direction that drives measurable results and organizational alignment.

The challenge

Hireology’s platform supported multiple user types and business structures but lacked consistency and adaptability. Through extensive customer and market research, I uncovered recurring themes around visibility, accountability, and guidance — critical needs that were not met by the existing product.

Mapping both the end-to-end hiring journey and the current product experience revealed major usability gaps and opportunities to reimagine the experience around user roles and organizational complexity.

The approach

I developed a clear, actionable UX vision using the learnings from research and discovery. Through these efforts, I gained organizational buy-in for a large-scale redesign focused on flexibility and user empowerment. Key initiatives included:

  • Leading collaborative whiteboarding and design sessions to define role-based workflows.
  • Running early wireframe testing to validate direction and refine interaction patterns.
  • Creating strategic artifacts, including journey maps and mental models, to align cross-functional teams.
  • Building a component library to support scalability and consistency across the redesigned experience.

    • Mental modeling was used to identify patterns in customer challenges and expectations across varying hiring processes and roles.

    Competitive analysis and persona mapping helped to identify gaps and opportunities.

    User testing on early wireframes validated the direction and influenced designs.

    The impact

    The reimagined hiring experience resulted in a clearer, more intuitive and scalable platform.

  • Joined an agile Growth team to take the vision from concept to Beta.
  • Delivered a new experience for account setup, user permissions, and job posting.
  • CSAT scores improved by 26 points during closed Beta testing.
  • Established a research-driven framework for continuous UX innovation and iteration.

    • A new, flexible view of jobs across companies and roles provided a simplified experience.

    Enhanced users and permissions allowed companies to set up users in a way that matched their organizational needs.

    The new design and strategy included a new experience for the support team's internal tools for managing customers.