As the UX/UI Designer my focus was twofold:
2. Develop a straight-forward simplistic process for event creation for organizers.
Given the high bar of entry into the hospitality staffing industry (serving alcohol requires a certificate or servers may need knowledge of certain serving styles) the onboarding process had to do a ton of the heavy lifting.
While I was the lead UX/UI designer for my team I did consult with other designers from other start-ups in order to gain their insight and feedback on what they felt were essential compnenets tot he design as well as to reciev feedback on current design interations.
Inorder to define the marketplace better I looked at what the current trends Hyre had experienced in its first few years of operation on both sides of the marketplace.
In speaking those in charge of onboarding staff, we determined the most important reasons for a staff wanted to work a shift was pay, location of venue, and event type. Staff obviously wanted to work shifts with good pay, but they also wanted to work in locations that were easily accessible though public transit since most were students. On top of that an interesting event such as an awards show would obviously garner more interest then a company benefit dinner.
On top of that there were some high barriers of entry that unfortunately would not be something we could circumvent. Most venues would be serving alcohol as such all possible servers and bartenders would need some sort of alcohol serving license. Additionally, certain work attire for black tie affairs would also be needed.
Organizers were a bit easier in that the organizer side of the equation, on initial launch could be relatively streamlined. Based on talking with the sales team, what most organizers were looking for were decreased cost, simple event creation and a capable event staff along with automatic billing. While the business plan would look to take care of the cost reduction and automatic billing, my goal was to create a simple but fairly robust process for organizers to list create and list their events through our site.
As a firm believer in seeing farther by standing on the shoulders of giants I figured the best place to start on how to bring the event staffing marketplace would be to look into other prominent digital market places. Three marketplaces I felt were good starting points were Airbnb, Breather, and Kijiji.
I choose to look at the Airbnb model because I felt that it resembled our marketplace in a few similar categories. Both sides of the marketplace were focused one 3 big compnenets that both Airbnb and Hyre both concnetrated on: price (or in Hyre's case pay), location, and experiences.
For Airbnb the price is a big deciding factor for travellers just as wage is a big deciding factor for staff, so I looked at how Airbnb presented their prices. For location, travellers want something close to where the action is and easy toreach through transit, or staff were similarin that alot where students without cars. Here I looked at how Airbnb helped people narrow down distances. Finally experiences, Airbnb has done lot to promote unique and fun experiences and while we wouldn't be able to create such lavish experiences, certian entertaining events would get alot much more attention then boring dinners.
Finally I ran through the hosting processon Airbnb to see how they went about streamlining their process to make posting a residenece as easy as possible and to see if there was any similariities in how we could breakdown the steps for have organizers.
I choose to look at the Breather togain some insight into how to take what Airbnb had done and move or user interface toward a more venue focused service. Breather is a marketplace much like Airbnb but instead of being a service where an individual can find a place to stay it is a service where companies can find conference rooms to work.
I wanted to see how they presented their venues, what typeof information was upfront and whathad to looked for.I also wanted to see if I could gain any insight from their filters to see if they had any categorization that we could also adopt.
Finally, I looked at Kijiji to help me get another look at possible routes to take in regards to how to handle the organizer side of the process for posting our event on our site. I focused again on the steps one would go through on posting something on Kijiji, specifically regarding form layout. I wanted another perspective on how to go about posting items, in case there were any parts I would want to use as inspiration for design.
Ultimately, given the number of fields required I opted for a more aesthetically pleasing step by step process rather then a long form to have filled out.
The design phase consisted of developing user flows and wireframing. Because the Hyre platform had been running for some time we had a fair bit of data to work with when creating new and redeveloped pages.
Our biggest take away was that both staff and users preferred the piece-meal approach rather than seeing a large form or page of information. Our staff side users found the onboarding information long and boring while our organizers felt daunted by the large event creation from.
Despite the extra clicks they were more likely to complete forms or digest the information in smaller sections provided the process did not go beyond 4-5 sections. This meant we would also need to read through any forms or information and work o cut out anything that could be deemed non-essential or could be held and displayed a later junction when it was more pertinent.
We also conducted some user interviews to try and discover some pain points currently on the site and what users would like to see adjusted, added or removed.
We then moved on to some quick wireframing to flesh out the overall look of the new site as well as what the user flow would look like in a fully realized web application.
Our primary colors were a turquoise green, white and light grey. Again we went with these colors to portray a clean and modern feel and felt the green not only provided great contrast but also help elicit feeling of energy and growth form our users. Additionally, we wanted our users to associate money with our platform and to see our company as a way in which they could generate income.
We choose to go with Lato as our primary font as we felt is was a widely used font with over 9 billion downloads on Google fonts. We felt the font portrayed a modern stylized look that was both clean and friendly. We also felt it was versatile font with multiple font-weight and italic variations that we could use as for both headers and standard text.
The illustrations where made solely by me from scratch. We decided to go flat linear imagery accented with our company’s green in order to keep things simple and light. We wanted our users to know they weren't joining something that felt corporate but one that had some humour and youthfulness.
The final redesign of the onboarding process along with a refined staff and organizer website interface was intended to improve the ease of users and joining onto the site as well as to both sides of the website cleaner and more accessible. For onboarding we saw a 30% increase in staff onboarding and a severe drop off in the number of staff that dropped out of the process before completion.
The shift browser for the staff was the major overhaul of the site and with a more concise and familiar layout user navigation was more fluid and help inquires to our support staff went down considerably with regards on how our site worked and what was needed from the users to start working.
The implementation of steps into the event creation process not only helped us streamline the process but we saw a sizable increase in the amount of event posted as the new process made the organizers less burdened with creating events. We later implemented streamlined rating system for organizers to rate the staff based on performance, which directly back into helping weed out users that were not properly fulfilling the tasks required of them on the job. This greatly increased the quality of our user base and by extension organizer satisfaction.