Lebenslauf.com. A Product by Xing
SENIOR PRODUCT DESIGNER | 2023
Lebenslauf.com is an online tool that helps you create a professional CV quickly and easily. This service allows you to design your CV for the right job.
OVERVIEW
01
Overview
In 2022, Xing changed it's strategy from being a Social Platform to a Job Platform. With this perception shift, the business strategy, competitions and target audience moved to target Job seeker and achieve WDU (Well described User).
Goal
To gain Well defined User (WDU), Xing strategized on utilizing it's highest ranking flagship product, Lebenslauf.com by redesigning and optimizing the product, incorporating the latest industry and competitive trends, and target business strategy.
Develop Business Case
Engage Stakeholders
Create Roadmap
VIABILITY
FEASIBILITY
Assess Feasibility
Develop Product Docs
Define User Stories
DESIRABILITY
Design and Prototype
Conduct User Research
Strategy and Content
3 Months
Timeline
Beyond Design Limits
Role
As the sole Senior Product Designer, I was responsible for the entire design lifecycle of this project. From identifying the need for a platform revamp and driving the vision to collaborating with engineers, product owners and diverse teams.
RESEARCH
02
To identify the improvement opportunities we conducted competitor analysis, a POP (points of parity) and POD (points of difference) metrics. Along with this a heuristic review of user approach and business needs.
Our existing product vs 3 competitors
Registration
User Onboarding
Homepage
Payment (Premium)
Cover Letter Integration
Templates for Job profile
Download as PDF
Download as Link
CV based Job suggestion
Gained Insights from the Competitor analysis
The new version needs a modern interface
Product
No tedious registration process to download the CV
Business
Form based input field instead of Open field
Product
Real time data input from fields to templates
Product
One Click solution for users to utilize integration with Xing
Business
Integrate AI feature for easy user desciption
Product + Business
USER FLOW
03
Current User Flow
Identifying Friction Points and Opportunities for Improvement
Google Search
Xing Startpage Footer
Lebenslauf Editor page
Change Template
Download
Optimized User Flow
Reducing Friction and Improving the Entry points, product features and leading suggestions
Google Search
Xing Startpage Footer
Download
Startpage Featured
Native App
Lebenslauf Home page
Create Free Resume
Select a Template
Change Template
Editor Page
Job Suggestions
DESIGN
04
The old design relied on a cluttered layout and outdated visuals. The new design features a minimalist aesthetic and improved information hierarchy. This results in a cleaner, more modern look and feel, and a significantly improved user experience across all devices.
Old v/s New design
Old Design
New Design
Our homepage showcases a minimalist aesthetic while delivering maximum value. The content strategy is driven by SEO best practices, offering users curated templates, access to counselors, and targeted articles..
Homepage
The homepage features a dynamic, full-screen template slider that makes template selection an engaging experience. As users browse, the background color seamlessly transitions to complement each design. Clear calls to action ensure free usage and direct access to our template library.
Resume Editor
The dual-screen editor enhances the user experience by providing a clear, step-by-step form, simplifying the process and reducing complexity.
The resume builder's interface is divided into two sections. On the right, form fields are grouped by common resume categories, simplifying data entry. On the left, a template displays a live preview of the formatted resume, allowing users to see the results of their input in real time.
Leverage our AI-powered summary feature: users simply provide the data, and our intelligent system will create a comprehensive write-up that perfectly matches their profile.
Templates
Extensive research, including competitive and market analysis, informed the design of our diverse, user-focused template formats. Each template is optimized for SEO with a thematic name, and UX-written descriptions tailored to specific professions enhance their relevance.
Tabular CV
Modern CV
Detailed CV
Professional CV
English CV
Users can customize their resumes by directly changing the color or opening a modal to select a new template and color, which instantly updates the editor view.
Tailored Job Suggestions
This product uniquely offers personalized job suggestions by analyzing user CVs. Its strong integration with Xing provides users with the best possible job-matching experience.
Further these suggestions will take the user to the job description page with pre-filled application data for direct apply.
Integration with Xing
We've leveraged Xing profiles to create a seamless, one-click experience. Existing users can quickly fill their resumes, and for new users, downloading their completed CV automatically registers them as a Well Defined User (WDU), directly contributing to a core business objective.
For existing users at Xing, One-click can import all the data to CV fields
For New users, a Xing profile is automatically created with pre-filled
data extracted from the CV fields
TESTING
05
We rolled out the first beta version to 50% of our users and collected anonymous reviews, focusing on their professional backgrounds.
Great Reviews
"It is so easy to use now, I like the structure"
Student - Internship
"Liked the template designs and the overall layout"
Professional - 3 Years Experience
"Loved the professional template and colors"
Professional - 2 Years Experience
"The site looks clean and modern. Appealing and well structured"
Professional - 5 Years Experience
"Really like the AI summary feature for my profile description"
Professional - 7 Years Experience
"Job suggestions are on point, exactly what I am looking for"
Professional - 4 Years Experience
Positive Feedback
"It will be great to have more font options to choose"
Professional - 2 Years Experience
"An option to get a CV as a link for easy apply"
Professional - 6 Years Experience
"Option to add certificates and achievemnets in CV"
Professional - 8 Years Experience
RESULTS
06
Numbers achieved from the launch in first Quarter to Year and other crucial business metrics
30k
CV Created
In first Quarter (Q2)
+1M
CV Downloads
July 2022 - June 2023
0.2% -> 163%
Total User Growth
Q1 2022 vs Q1 2023
+1.1%
Total User Growth
Q1 2022 vs Q1 2023
+102%
WDU Growth
Year over Year
34% -> 68%
Total User Growth
Q1 2022 vs Q1 2023
58%
Initial Conversion Rate
Lebenslauf -> Xing Sign-Up
< 1%
Post-Download
Engagement Rate
WHAT'S NEXT?
07
Informed by user feedback, business objectives, and in-depth analytics, we are planning key enhancements to improve product functionality, SEO performance, and overall business outcomes.
Integrate Cover Letter Editor
Product + Business + SEO
Add text formatting
Product
More Articles
SEO
Add certificate field
Product + Business
Add open fields
Product
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