LDN - Optimising support
worker recruitment
LDN - Case Study
Role
UX Researcher
Sector
Charity / Support Workers / Recruitment
Challenge
Optimising the online application process for Support Worker recruitment
Stakeholders
LDN HR /Marketing Dept / Rubber Cheese website company
Timeframe
8 weeks
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Intro
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LDN London charity- is an award winning charity.
Supporting 220 adults with leaning difficulties in housing services in 4 London boroughs.
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Support workers are vital for delivering this service.
LDN was down -29% support worker applications Dec 21.
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A good support worker has commitment and empathy towards their client.
Most support workers are from non academic backgrounds and are lower income households.
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Support Workers
UX design approach
I used the double diamond design principles.​
Miro was used for stakeholder meetings.
I consulted with external Senior UX Designers / UX Analyst's for advice.
I took a collaborative approach, engaging with stakeholders to develop and deliver a solution.
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Applicant routes
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College / Job Centre
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Word of mouth
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Recruitment Agency
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Indeed job listing portal - via LDN website 30%
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Internet search - via LDN website 15 %
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The LDN website had an application form that wasn't mobile friendly for 45 % of applicants.
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LDN agreed to me researching and focusing on the application route via the website as a case study.
Research reports
Support worker insights
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Demo C2s and DE
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Smartphone users
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20% drop in ownership of pc v mobile
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Digital divide - could exclude valid candidates
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London highest vacancy rates.
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27% of care workers are over 55 +
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Turn over rate 28.5%
User journey test - online application form
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Multi device - user journey tests
Testing the application form task - download, edit, submit
Via website + Indeed with 4 devices
Results recorded in miro.
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Findings
PC - successful
MAC - difficult to download form
Android - failed
I - phone - failed
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Indeed portal on mobile - competitor listings either side of LDN vacancy had "apply from your phone" .
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Data Analysis
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I had expert help with google analytics.
Findings -
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Page visits No 1 - HP No 2 - vacancies
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Indeed job ad portal , 22% of applicants
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Tracked events - job applications , 27% of which 54% mobile
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191 applicants had downloaded the form .
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LDN did not have the final metrics for final conversion rate.
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User journey
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I plotted an easy visual for forthcoming stakeholder meeting to help explain - user journey.​
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The user journey was a good example of self determination theory.
User Interviews
User interviews / task test with 3 LDN support workers
Findings
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Large variance with devices /tech
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Older support worker mobile only
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2 users failed online task with mobile
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1 user was frustrated with form download to pc
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1 user found they could apply using mobile and laptop
Personas
Persona's
3 personas to reflect the range of support workers
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Gains
+Wide mix of digital skills
+Mobile was prefered device
Pains
-Lack of confidence
-No printer / home office set up
Frustrations
'technology is a headache"
"I only have a mobile phone"
"I would have looked elsewhere with this form"
Direct competitors
Findings​
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2 had job vacancies prime on LP above fold
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2 had CTA above fold - donate, client services and jobs
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LDN mobile LP -
3 CTA below fold
Certitude mobile LP
2 CTA above fold
Outward mobile LP -
3 CTA above fold
Ad in prime position
Stakeholder meeting
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The research / findings were laid out in miro for a stakeholder meeting to define the issue.
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LDN solutions
Immediate solution
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Google form
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Apply online - CTA
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Indeed listing review apply from phone word / icon
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Automated emailed - received application
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Metrics for HO team to measure conversion
Longer term
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Promote vacancies above the fold on mobile
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Redesign mobile UI with 3 CTA above fold - client, donate and vacancies
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Redesign mobile UI to have apply from phone CTA
User Interviews - google form task test
2 external support workers were recruited.
Findings
+Both users successful with mobile.
+Both users found the process surprisingly simple
Following up ...
Feedback from applicants "it's a very simple online process".
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Google analytics for 3 month period Mar - end May 22
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20 % decrease in bounce rate for the support worker role.
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Page views are tracking higher for job vacancies.
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Online applications task by device - mobile then desktop.