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2022
Optimizing the BMW Talent Acquisition website for success
Optimizing the BMW Talent Acquisition website for success
MY ROLE
Lead UX Design
TIMELINE
6 Months
RESPONSIBILITIES
UX Research
UX Research, Stakeholder Presentations, Prototyping, User Testing, UI Design.
Stakeholder Presentations
Prototyping
User Testing
UI Design
A talent acquisition platform seeking a compelling UX approach and immersive experience.
BMW STEP is amongst the most extensive technician training schemes across North America. They are recognized for their practical methodology and thorough enhancement of technical skills. Yet, their official website seemed antiquated and overloaded with content, lacking a narrative to support its value proposition. As a result, the site faced increased bounce rates, diminished traffic, and reduced page duration.
A talent acquisition platform seeking a compelling UX approach and immersive experience.
BMW STEP is amongst the most extensive technician training schemes across North America. They are recognized for their practical methodology and thorough enhancement of technical skills. Yet, their official website seemed antiquated and overloaded with content, lacking a narrative to support its value proposition. As a result, the site faced increased bounce rates, diminished traffic, and reduced page duration.
A talent acquisition platform seeking a compelling UX approach and immersive experience.
BMW STEP is amongst the most extensive technician training schemes across North America. They are recognized for their practical methodology and thorough enhancement of technical skills. Yet, their official website seemed antiquated and overloaded with content, lacking a narrative to support its value proposition. As a result, the site faced increased bounce rates, diminished traffic, and reduced page duration.
MY ROLE
Lead UX Design
TIMELINE
6 Months
RESPONSIBILITIES
UX Research
Stakeholder Presentations
Prototyping
User Testing
UI Design
A talent recruitment website in need of UX strategy and a compelling experience.
BMW STEP is one of the most comprehensive technician development programs in North America. They're known for their hands-on approach and deep development of technician skills.
However, the Program's official website was outdated and text-heavy, with no narrative underlying its value offer. Therefore, the website presented a higher bounce rate, fewer visits, and fewer time pages.
A talent recruitment website in need of UX strategy and a compelling experience.
BMW STEP is one of the most comprehensive technician development programs in North America. They're known for their hands-on approach and deep development of technician skills.
However, the Program's official website was outdated and text-heavy, with no narrative underlying its value offer. Therefore, the website presented a higher bounce rate, fewer visits, and fewer time pages.
IMPACT
IMPACT
IMPACT
+30%
Organic Search in comparison to previous year
+30%
Organic Search in comparison to previous year
+30%
Organic Search in comparison to previous year
+30%
Organic Search in comparison to previous year
+44.7%
clicks on apply a month after launch
+44.7%
clicks on apply a month after launch
+44.7%
clicks on apply a month after launch
+44.7%
clicks on apply a month after launch
2+
projects designed based on this foundation
2+
projects designed based on this foundation
2+
projects designed based on this foundation
2+
projects designed based on this foundation
Main Goals
Main Goals
Main Goals
Increase KPIs such as user engagement, time on page and applications on website.
Equip Recruiters with an efficient tool for in person Program Presentations
Raise the bar for the BMW STEP user experience among its competitors
Increase KPIs such as user engagement, time on page and applications on website.
Equip Recruiters with an efficient tool for in person Program Presentations
Raise the bar for the BMW STEP user experience among its competitors
Increase KPIs such as user engagement, time on page and applications on website.
Equip Recruiters with an efficient tool for in person Program Presentations
Raise the bar for the BMW STEP user experience among its competitors
Initial Challenge
Initial Challenge
We had to improve the UX for users we had little contact with. We had the chance to interview them very quickly, in groups, and get high-level insights on how they felt about the program and their development.
We had to improve the UX for users we had little contact with. We had the chance to interview them very quickly, in groups, and get high-level insights on how they felt about the program and their development.
Research
Research
My first approach was to list all the competitors and map what they offered, what their highlights were, and how they portrayed the students. I then combined these data with the findings from User Interviews.
My first approach was to list all the competitors and map what they offered, what their highlights were, and how they portrayed the students. I then combined these data with the findings from User Interviews.
UX Strategy
UX Strategy
We involved the entire BMW STEP team in the process from the start, showing them the main students' pain points and the competitive analysis.
The strategy was built on portraying the students as protagonists of their development, counting on the mastery of the BMW Brand. This should be reflected in the fluidity of the user experience and in the stories being told on the website.
We involved the entire BMW STEP team in the process from the start, showing them the main students' pain points and the competitive analysis.
The strategy was built on portraying the students as protagonists of their development, counting on the mastery of the BMW Brand. This should be reflected in the fluidity of the user experience and in the stories being told on the website.
RESEARCH
RESEARCH
RESEARCH
From Stakeholder Interviews:
They frequently used the website at conferences and trade school presentations to explain the program and illustrate its value.
The bounce rate in growth actions concerned the team.
The team didn't clearly perceive their competitors or understand the website's main UX issues.
Competitors highlights
Program outlines had clear and easy-to-understand structures
Some of them had video content as the core means to generate identification with the users.
Flow to apply was clear and intuitive.
User Interviews
Interviewing students was crucial. It confirmed stakeholder concerns (outdated site, text-heavy content) but added user insights:
Recruiters/Instructors play a key role in building trust and should be featured.
Hands-on experience with world-class experience is a major draw.
Some users left before fully grasping the program's offerings.
From Stakeholder Interviews:
They frequently used the website at conferences and trade school presentations to explain the program and illustrate its value.
The bounce rate in growth actions concerned the team.
The team didn't clearly perceive their competitors or understand the website's main UX issues.
Competitors highlights
Program outlines had clear and easy-to-understand structures
Some of them had video content as the core means to generate identification with the users.
Flow to apply was clear and intuitive.
User Interviews
Interviewing students was crucial. It confirmed stakeholder concerns (outdated site, text-heavy content) but added user insights:
Recruiters/Instructors play a key role in building trust and should be featured.
Hands-on experience with world-class experience is a major draw.
Some users left before fully grasping the program's offerings.
From Stakeholder Interviews:
They frequently used the website at conferences and trade school presentations to explain the program and illustrate its value.
The bounce rate in growth actions concerned the team.
The team didn't clearly perceive their competitors or understand the website's main UX issues.
Competitors highlights
Program outlines had clear and easy-to-understand structures
Some of them had video content as the core means to generate identification with the users.
Flow to apply was clear and intuitive.
User Interviews
Interviewing students was crucial. It confirmed stakeholder concerns (outdated site, text-heavy content) but added user insights:
Recruiters/Instructors play a key role in building trust and should be featured.
Hands-on experience with world-class experience is a major draw.
Some users left before fully grasping the program's offerings.
HIGHLIGHTS
HIGHLIGHTS
HIGHLIGHTS
Storytelling in Program Pages
Program pages were design to engage students and also to serve to recruiters as a prospective tool
Program pages had a narrative, starting with a real student video testimonial
Navigation allowed the user to quickly navigate all topics in the page. Being each designed as a hero.
Apply button fixed in the screen. Users can immediately hit apply whenever they feel ready to start the application
Storytelling in Program Pages
Program pages were design to engage students and also to serve to recruiters as a prospective tool
Program pages had a narrative, starting with a real student video testimonial
Navigation allowed the user to quickly navigate all topics in the page. Being each designed as a hero.
Apply button fixed in the screen. Users can immediately hit apply whenever they feel ready to start the application
Storytelling in Program Pages
Program pages were design to engage students and also to serve to recruiters as a prospective tool
Program pages had a narrative, starting with a real student video testimonial
Navigation allowed the user to quickly navigate all topics in the page. Being each designed as a hero.
Apply button fixed in the screen. Users can immediately hit apply whenever they feel ready to start the application
Storytelling in Program Pages
Program pages were design to engage students and also to serve to recruiters as a prospective tool
Program pages had a narrative, starting with a real student video testimonial
Navigation allowed the user to quickly navigate all topics in the page. Being each designed as a hero.
Apply button fixed in the screen. Users can immediately hit apply whenever they feel ready to start the application
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
Streamline all-in-one Application Page
Stepper helped the user to quickly grasp all the requirements for application
Helper text on each field facilitated for the user to know all details of each requirement, reducing back and forth in the application process.
Streamline all-in-one Application Page
Stepper helped the user to quickly grasp all the requirements for application
Helper text on each field facilitated for the user to know all details of each requirement, reducing back and forth in the application process.
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
Info for parents page
Since parents helped the students decide which course to take, we enriched the content and usability of the page dedicated to them.
Charts with information about Financial Stability and how fast students start earning
Testimonials of real students proving the benefits stated in the page
Interactive Career advancement ladder
USER TESTING
USER TESTING
TESTS
15 User tests, among students and recruiters
Students were more connected to the video content than the text, hence we had videos featuring in all key areas.
No major usability issues
Recruiters missed more info about the cities where the schools are located, hence we added a Google Maps widget to complement program info.
5 most representative competitors analyzed.
Students were more connected to the video content than the text, hence we had videos featuring in all key areas.
No major usability issues
Recruiters missed more info about the cities where the schools are located, hence we added a Google Maps widget to complement program info.
15 User tests, among students and recruiters
Students were more connected to the video content than the text, hence we had videos featuring in all key areas.
No major usability issues
Recruiters missed more info about the cities where the schools are located, hence we added a Google Maps widget to complement program info.
15 User tests, among students and recruiters
Students were more connected to the video content than the text, hence we had videos featuring in all key areas.
No major usability issues
Recruiters missed more info about the cities where the schools are located, hence we added a Google Maps widget to complement program info.
LEARNINGS
LEARNINGS
LEARNINGS
Bringing litteracy to Stakeholders
The more we call them to participate and reflect in the process, the easier to get actionable feedback, and the clearer the focus on the changes.
Bringing litteracy to Stakeholders
The more we call them to participate and reflect in the process, the easier to get actionable feedback, and the clearer the focus on the changes.
Bringing litteracy to Stakeholders
The more we call them to participate and reflect in the process, the easier to get actionable feedback, and the clearer the focus on the changes.
Bringing litteracy to Stakeholders
The more we call them to participate and reflect in the process, the easier to get actionable feedback, and the clearer the focus on the changes.
Navigating Trade-offs in Research
Having a very little chance of contact with their users, we had to leverage alternatives like deepening the competitive analysis to have a more solid overview.
Navigating Trade-offs in Research
Having a very little chance of contact with their users, we had to leverage alternatives like deepening the competitive analysis to have a more solid overview.
Navigating Trade-offs in Research
Having a very little chance of contact with their users, we had to leverage alternatives like deepening the competitive analysis to have a more solid overview.
Navigating Trade-offs in Research
Having a very little chance of contact with their users, we had to leverage alternatives like deepening the competitive analysis to have a more solid overview.
Pacing on delivery and presentations
This was the first time the client team had to redesign a website this size. So we got better by presenting small chunks of the redesign, explaining the benefit behind the changes and getting feedback
Pacing on delivery and presentations
This was the first time the client team had to redesign a website this size. So we got better by presenting small chunks of the redesign, explaining the benefit behind the changes and getting feedback
Pacing on delivery and presentations
This was the first time the client team had to redesign a website this size. So we got better by presenting small chunks of the redesign, explaining the benefit behind the changes and getting feedback
Pacing on delivery and presentations
This was the first time the client team had to redesign a website this size. So we got better by presenting small chunks of the redesign, explaining the benefit behind the changes and getting feedback
Slicing the challenge for collaboration
Working with an external creative team required clear task distribution and effective briefs, ranging from PoC wireframes to rough animations or narrative texts outlining the desired look and feel.
Slicing the challenge for collaboration
Working with an external creative team required clear task distribution and effective briefs, ranging from PoC wireframes to rough animations or narrative texts outlining the desired look and feel.
Slicing the challenge for collaboration
Working with an external creative team required clear task distribution and effective briefs, ranging from PoC wireframes to rough animations or narrative texts outlining the desired look and feel.
Slicing the challenge for collaboration
Working with an external creative team required clear task distribution and effective briefs, ranging from PoC wireframes to rough animations or narrative texts outlining the desired look and feel.
