Improving BestBuy Careers for a friction-less application experience

DESIGN STRATEGY  ·  RESEARCH  ·  PRODUCT DESIGN
INTRODUCTION
During the pandemic “Great Resignation” era, it was important to attract top talent and make Best Buy stand out as a top employer. The company also needed to fill in more than 2400 retail openings in stores prior to the holiday season. Ensuring that the online experience for Best Buy Careers reflected the company’s brand and values in addition to a friction-less application experience became top priority.
ROLE
Lead UX Designer
WHAT I DID
Research, analysis, UX Strategy, user-testing and handover.
TEAM
1 PM, 1 UX Writer, 1 UI Designer.
I was also supported by the  Marketing Creative team who provided the updated branding.
DISCOVERY
The briefing stakeholder team, provided primary research on what potential applicants were looking for, trends in the current job market etc. I also conducted a complete review of the old experience on BestBuy's website and Workday.
KEY INSIGHT
Job seekers preferred searching for jobs and learning about a company on mobile over desktop.
PROBLEM
“How might we improve Best Buy Careers for a friction-less experience?”
Breakdown of the Problem
⛓  Disjointed experience to Workday
Moving from the Careers site to Workday was disorienting to applicants especially when searching for location specific roles.
🗂️  Inconsistent filters
The filters used within Workday did not align with the job finder’s mental model.
🧭  Finding Remote roles was hard
Applicants found it impossible to find remote-friendly roles which was a top priority in the pandemic.
overview of old experience
As time was of the essence for immediate hiring prior to the holiday season, quick-improvements became a priority. We were also able to apply new branding provided by the Marketing Creative team.
solution
Refreshed branding
The Marketing Creative team provided an updated visual language and branding with refreshed creative concepts which we applied to the page.
Problem 1
Improving the Navigation to Workday
Initial heuristic evaluation findings and user research testing indicated that moving from the BestBuy careers site to Workday was disorienting to candidates when they were trying to find roles specific to a location (Corporate, Retail or Distribution Center). Unclear calls to action led to a confusing experience.
Design goal: clarity
Clear affordances in 'Calls to Action'
I worked with a UX Writer to improve Calls to action used throughout the experience, to review the usability and intuitiveness, layered within the copy. We landed on CTAs that were clear, usable and intuitive.
Design goal: usability
Making navigation intuitive
During usability testing, I observed that applicants expected CTAs to take them to Workday with roles specific to the location and not the complete list of roles. To improve navigation, I proposed updating all the URLs for Calls to Action, to take applicants to roles filtered by the location (Corporate, Retail or Distribution Center).
Problem 2
Finding Remote Roles
The old experience made it difficult to find information related to remote roles and find openings in Workday. Primary research indicated that a high number of candidates were looking for remote roles during the pandemic so making them easily findable was important.
design goal: informative
Focus on the Home Office
With a lot of importance on remote/home office roles, we decided to refresh and improve the experience to provide applicants with clear information on remote roles and its perks. The CTAs with improved navigation took candidates to remote roles within Workday.
Problem 3
Increasing findability of roles within Workday
Usability testing highlighted a major problem with how roles within Workday were categorized making it hard for candidates to find roles quickly using the filters available in Workday. Remote roles were not tagged at all. Filters in Workday did not match the mental model of candidates.
design goal: clarity
Simple and intuitive filtering
Working with the Development team responsible for Workday improvements, I provided insights from my Usability Testing around the pain points in previously used filters. These insights were then used to improve the filters to align with how job seekers viewed and searched for openings.
view live site
impact
Following these improvements, Hiring for Retail positions surpassed the original target of 2400, by over 150% with certain key Retail locations going from below operational staff levels to fully staffed just in time for the busy Holiday season.

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