Increased acquisition rate by 30%
MBTI test
Overview
IranTalent.com, a leading job site, integrates the MBTI test to help individuals identify their strengths; employers use these results for better hiring decisions, while employees assess career path alignment.
We achieve success by
- Recommend job based on user’s personality
- Include the test results in the employee’s CV
Role
User research
User experience design
User interface design
Tools
Figma, FigJam, Hotjar, Google meet
Team
- 1 UX Designer(me)
- 1 Product Manager
- 1 Backend Developer
- 1 Front End Developer
The goals
I champion a goal-oriented, research-driven design process, steering decisions with KPIs instead of intuition. Our ultimate aim is establishing a company focused on assessment, starting with the development of an MBTI test.
Our main goals:
- Create a new revenue stream in the IranTalent
- Address the need of employers for targeted employment
- Increase new user register
- Help job seekers find more relevant jobs
Competitive Analysis
I found common core features with competitors in a thorough competitive analysis but identified valuable opportunities for improvement in design and development through testing conducted at various stages.
Required list
Before test
- Display all types of tests on the site.
- Create a landing page to introduce MBTI.
- Provide explanations about different personality types.
- Allow users to leave comments on each personality type.
- Highlight the benefits and duration of the test.
During test
- Design a clean page, similar to registration, for the test process.
- Display 7 questions per page with a “next” button for better navigation.
- Include a progress bar and test time for system status clarity.
- Allow users to save and resume their test progress.
After test
- Collect personality data (job title, first name, last name, email, password) before displaying results, unless the user is logged in.
- Allow result sharing on social media.
- Provide an option to download the result as a PDF.
- Allow users to give feedback on result usefulness with a rating system, similar to Careerexplorer.
- Confirm results with additional questions, inspired by Truity or Crystal.
- Display job positions based on the user’s personality.
- Discuss suitable job positions, including salaries and related roles, akin to Careerexplorer.
- Share the number of employers looking for individuals with a similar personality profile.
Survey
We conducted two surveys with employers and candidates. Our goal was to find out the purpose, motivation, needs, and frustration of users.
I collect useful information such as:
- How useful job seekers find personality tests in choosing a career path.
- Are they trust the results of these tests.
- What solutions do they want.
and etc.
User Interviews
Interviews were conducted in pairs, facilitating note-taking and focused questioning. The two user groups interviewed included employers and candidates.
Interviews helped us to learn
- To what extent does the MBTI test influence employers’ decisions regarding hiring and team building, and what is the process involved?
- What resources do users predominantly utilize for testing, and which resources prove to be more beneficial, along with the reasons?
- In what ways have these tests benefited users?
Affinity Mapping
After gaining a profound understanding of user needs, I employed Affinity Mapping to categorize issues and identified patterns, yielding valuable insights into target users. This process allowed me to distill major pain points, leading to the creation of a feature list and a comprehensive persona canvas.
Users requirements
Goals
- To live life to the fullest.
- To find job related to herself.
- To have good relations.
- To be success in her works
Behaviors
- She like to find good job.
- She curious about her mental.
- She has an active social life.
- She use smart phone all the time.
- She almost read books
Pain Points
- some test results are unrelated.
- When the test results are not related to the user’s job, she does
- not want the employer to be informed
- Based on her personality, she needs recommendations for occupations
Main design features
- Every personality category has four subcategories based on user type results and each personality has its own character design.
- A landing page to introduce the MBTI test
- A description page for each type of personality
Task flow
Mockups
Once we had a solid design direction, we began to produce high & low-fidelity mockups, which would then be converted into prototypes with limited functionalities. These were then used to perform iterative rounds of quantitative and qualitative user testing. While this was great because it gave the user a “polished” design, it also took a considerable amount of time to make changes (compared to rapid prototyping).
Test landing page
Test flow
Users need to complete three steps to finalize the test flow and view the MBTI test result.
Step 1: MBTI test questions
User should answer test questions.
Step 2: Work experience
Collecting post-test work experiences and job categories allows us to analyze personality-job associations, offer personalized success advice, and suggest career coaches. Leveraging user job categories boosts job applications on the test result page and enhances the acquisition rate for non-IranTalent users.
Step 3: Rate on job categories
By evaluating the satisfaction rate in users’ job categories, we can ascertain their contentment with their current job. Taking into account their personality type and job satisfaction, we can precisely recommend appropriate jobs and career coaches to facilitate a smoother career path for them.
Test result
I designed different banners and characters for 16 personality types.
Usability Test
After finishing the prototype design, the next step involves directly testing the MBTI test product’s usability with target users, using methods such as guerrilla usability testing or contextual inquiry.
Result, Increase in:
25%
CV completion rate
30%
Acquisition
35%
Number of apply
What I learned
- Create a strategic plan to launch an MVP.
This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product on time. - User testing doesn’t end after development.
Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user’s feedback. - Involve engineering upfront.
This helps to reduce any rework later on as an understanding of the technical limitations upfront will help to inform your design strategy.
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