The Selfridges Human Resources department was in need of a re-design of their careers site with the objective of attracting major talent through an inspiring and informative site
Scope
-
User Research & Discovery
-
User Experience Design
-
Usability Design
Brief
-
Create an exciting site to push the Selfridges employer brand and ethos and help attract top talent across Retail and Technology sectors
-
Re-design the current version of the site with focus on Life at Selfridges, with easy access to the application platform.
-
Create pages with existing elements within the AEM Content Management System
Iteration
Research & Discovery
The main focus of the discovery phase was to create an inspirational flow and content for highly skilled users to join the company and create a site that can compete, at a talent acquisition level with up and coming industry giants such as Farfetch, Canada Goose and established businesses like Harvey Nichols.
After a short research conducted together with the HR team and prospective and existing employees, user pain points and objectives came to light:
Following the initial user interviews and a quick competitive analysis we moved onto the ideation stage
Customer Journey
The customer journey has been segmented in 3 separate sections:
The primary focus of the re-design iteration was the part 1 of the journey: the discovery.
The technical flow of the candidate application was handled by a third party software and couldn't be modified.
We focused therefore on helping users complete objectives 3 ("I want to apply to a job/company with confidence and pride") and 4 ("I want to find a company that matches my values and inspires me to do better") and solve pain points 1 ("The journey through the site is unclear") and 2("The site lacks fundamental and inspiring information").
Proposed Solutions
I proposed several solutions to directly target the key objectives laid out earlier:
Personas
In order to be able to create detailed user flows I dug deeper into the potential candidates profiles and created 3 distinct personas, differentiated by their intention when reaching the site
User Flows
I have then created user flows for each part of the journey, see below homepage flow
Information Architecture
And created the information architecture of the new site
Wireframes
I have drafted wireframes based on the flows and information architecture ideated earlier.As this project was using already existing AEM components, creating high fidelity mockups was out of scope
Prototype & Usability Testing
The wireframes have then been packaged in a prototype with mid-fidelity mockups in InVision Studio and tested with select Selfridges employees from different departments.
The test turned out positive with minor changes that resulted in a more simplified navigation and structure, especially around the content and department pages.
The result
Selfridges Careers now has a sleek and modern site, with outstanding multimedia content created by their creative team.
The site is inspiring, easy to navigate, informative and with easy access to job descriptions, a big step up from the previous site.
The website has recently been nominated for a careers site award.
