LDN - Optimising support
worker recruitment
LDN - Case Study
Role
UX Researcher
Sector
Charity / Support Workers / Recruitment
Challenge
Optimising the online application process for Support Worker recruitment
Stakeholders
LDN HR /Marketing Dept / Rubber Cheese website company
Timeframe
8 weeks
Intro
LDN London charity- is an award winning charity.
Supporting 220 adults with leaning difficulties in housing services in 4 London boroughs.
Support workers are vital for delivering this service.
LDN was down -29% support worker applications Dec 21.
A good support worker has commitment and empathy towards their client.
Most support workers are from non academic backgrounds and are lower income households.
Support Workers
UX design approach
I used the double diamond design principles.
Miro was used for stakeholder meetings.
I consulted with external Senior UX Designers / UX Analyst's for advice.
I took a collaborative approach, engaging with stakeholders to develop and deliver a solution.
Applicant routes
-
College / Job Centre
-
Word of mouth
-
Recruitment Agency
-
Indeed job listing portal - via LDN website 30%
-
Internet search - via LDN website 15 %
The LDN website had an application form that wasn't mobile friendly for 45 % of applicants.
LDN agreed to me researching and focusing on the application route via the website as a case study.
Research reports
Support worker insights
-
Demo C2s and DE
-
Smartphone users
-
20% drop in ownership of pc v mobile
-
Digital divide - could exclude valid candidates
-
London highest vacancy rates.
-
27% of care workers are over 55 +
-
Turn over rate 28.5%
User journey test - online application form
Multi device - user journey tests
Testing the application form task - download, edit, submit
Via website + Indeed with 4 devices
Results recorded in miro.
Findings
PC - successful
MAC - difficult to download form
Android - failed
I - phone - failed
Indeed portal on mobile - competitor listings either side of LDN vacancy had "apply from your phone" .
Data Analysis
I had expert help with google analytics.
Findings -
-
Page visits No 1 - HP No 2 - vacancies
-
Indeed job ad portal , 22% of applicants
-
Tracked events - job applications , 27% of which 54% mobile
-
191 applicants had downloaded the form .
-
LDN did not have the final metrics for final conversion rate.
User journey
I plotted an easy visual for forthcoming stakeholder meeting to help explain - user journey.
The user journey was a good example of self determination theory.
User Interviews
User interviews / task test with 3 LDN support workers
Findings
-
Large variance with devices /tech
-
Older support worker mobile only
-
2 users failed online task with mobile
-
1 user was frustrated with form download to pc
-
1 user found they could apply using mobile and laptop
Personas
Persona's
3 personas to reflect the range of support workers
Gains
+Wide mix of digital skills
+Mobile was prefered device
Pains
-Lack of confidence
-No printer / home office set up
Frustrations
'technology is a headache"
"I only have a mobile phone"
"I would have looked elsewhere with this form"
Direct competitors
Findings
-
2 had job vacancies prime on LP above fold
-
2 had CTA above fold - donate, client services and jobs
LDN mobile LP -
3 CTA below fold
Certitude mobile LP
2 CTA above fold
Outward mobile LP -
3 CTA above fold
Ad in prime position
Stakeholder meeting
The research / findings were laid out in miro for a stakeholder meeting to define the issue.
LDN solutions
Immediate solution
-
Google form
-
Apply online - CTA
-
Indeed listing review apply from phone word / icon
-
Automated emailed - received application
-
Metrics for HO team to measure conversion
Longer term
-
Promote vacancies above the fold on mobile
-
Redesign mobile UI with 3 CTA above fold - client, donate and vacancies
-
Redesign mobile UI to have apply from phone CTA
User Interviews - google form task test
2 external support workers were recruited.
Findings
+Both users successful with mobile.
+Both users found the process surprisingly simple
