NodeFlair is a Series A startup, career transparency platform for tech talent in Asia. I led the mobile-first redesign of the Company Profile page to address a key growth challenge: low engagement and conversion. The redesign improved navigation, highlighted salary insights, and encouraged user contributions.
Company
Role
Product Designer
Timeline
4 weeks (Spring 2023)
Team I worked with
1 Product Manager
1 Lead Designer
2 Developers
What I did
Cross-Functional Collaboration
I worked with a fast-moving Product Manager to align early on priorities and find creative ways to deliver impact with limited resources. I collaborated closely with the Lead Designer to exchange feedback and maintain a cohesive design direction, and worked with engineers throughout development to clarify edge cases and ensure design quality through implementation.
Turning Ambiguity Into a Clear Design Strategy
I led research and defined design priorities to bring structure to an ambiguous brief. The resulting redesign improved information hierarchy and engagement flow, driving a 3x increase in time on page and reducing bounce and exit rates.
Impact
Average Time on Page
+3x
Users stayed engaged on the platform for 3x longer than before the redesign
Bounce Rate
-15%
Fewer users left immediately after landing on the Company Profile page, showing the redesign made content more engaging.
Exit Rate
-17%
Fewer users dropped off from the Company Profile page, meaning the redesign guided them more effectively into exploring other pages of the platform.
Problem Discovery
Weak engagement held back growth
The "Company Profile" page is a key entry point for jobseekers. However, analytics revealed weak engagement: users were not spending time with the content, bounce rates were high, and many exited without contributing data like salaries, reviews, or culture insights.
Low engagement held back NodeFlair’s growth loop: with fewer contributions, the platform couldn’t deliver transparency, and without transparency, users had little reason to stay or convert. I was tasked with redesigning the Company Profile page to address this.
Defining pre-redesign metrics
To align with business goals, I facilitated a project kickoff and held weekly syncs with the Product Manager and Co-Founder. Together with the Product Manager, I defined noted the numbers at the start of the redesign to measure against post-redesign.
Average Time on Page
How long users stay on the page. The longer the better, because it means the content is engaging and useful.
Nov 2022
1 min 53 sec
Dec 2022
1 min 23 sec
Bounce Rate
% of users who land on the page and leave right away. The higher the worse, because the page failed to capture attention.
Nov 2022
81.4%
Dec 2022
86.0%
Exit Rate
% of users who leave the platform from this page. The higher the worse, because the page is a dead-end; not a bridge to other pages.
Nov 2022
69.1%
Dec 2022
84.8%
Key Goals
Create Differentiation & Accelerate the Compounding Flywheel Effect
Increase user traffic through improving platform's value and offering, to distinguish itself from other job platforms, and compound the increase in user engagement.
Creating Team Alignment through User Personas
To align stakeholders, prioritize content, and guide future product decisions, I created lightweight personas using desk research and past interview data. These personas became an anchor for framing design trade-offs and keeping user needs central throughout the redesign.
Active Jobseeker
Task-oriented job searching
Wants to explore, evaluate and apply to jobs
Needs efficiency as job search process is time-sensitive
Casual curiosity-led browsing
Wants to explore and evaluate jobs
Looks for compelling reasons to motivate them to apply
Passive Jobseeker
Heuristic Evaluation
I applied Nielsen’s usability heuristics as a rapid, systematic way to spot friction points and prioritize what to fix first. The key insight was that low engagement was not because users didn’t care about the Company profiles; it was failing because the design made valuable content hard to find, overwhelming to process, and uninspiring to act on.
Competitive Analysis
I then conducted a competitive analysis of other job platforms, focusing on layout patterns, visual hierarchy, navigation design, and content strategies. I chose these companies because they represent a mix of regional and global job platforms, tech-focused or share similar features to NodeFlair. This helped me identify best practices, such as persistent CTAs, clear sectioning, and value-rich overviews to support both passive browsing and active decision-making.
Information Architecture
I conducted an audit of the existing information architecture to streamline it. I worked with stakeholders to refine the information hierarchy, ensuring that the most critical information was surfaced prominently.
Final Design
The redesigned Company Profile page delivers a structured experience that highlights key insights, streamlines navigation, and motivates users to contribute insights. It drove a 3× increase in average time on page while reducing bounce and exit rates.
Iterations
After aligning with the PM and Senior Designer on the key research insights, I carried out redesign iterations with frequent discussions between design and engineering.
Rethinking Navigation
To support users' need to browse efficiently, I restructured the layout to surface key content faster. The new Company Profile page opens with an “Overview” tab providing a high-level summary and preview of the company's key information. I also introduced a sticky navigation bar, with badge counts on each tab, making it easier for users to discover and jump between sections.
❌ Before
Without badge counts in the navigation bar, users overlooked new content. Moreover, a non-sticky navigation bar made switching between sections a chore. Together, these small frictions added up to missed engagement.
✅ After
I introduced an ‘Overview’ tab to surface cross-sectional content upfront, to encourage exploration and discovery. I also made the navigation bar sticky with badge counts to keep discovery across sections effortless.
Improving Readability & Discoverability
I introduced a consistent visual hierarchy using clearer typography, spacing, and section breaks. These changes minimized cognitive load, helping users quickly grasp essential details while maintaining flexibility to explore further without feeling overwhelmed.
❌ Before
With minimal visual hierarchy and no clear section boundaries, users struggled to scan the page. Extended scrolling made finding information feel laborious and disorienting.
✅ After
I refreshed the visuals and introduced clear section boundaries to improve scannability and ease cognitive load. Breaking up the endless scroll into modular tabs and horizontal carousels turned passive scrolling into intentional browsing.
Transforming Empty States into User Engagement & Conversion
Existing empty states were either underutilized or "dead-ends" for users, wasting opportunities for user engagement and conversion. In my redesign, I used visuals, copy, and clear CTAs, to promote discovery and provide meaningful engagement points.
❌ Before
Users hit a dead end with no guidance or motivation. The uninspiring message and lack of visual appeal led to confusion and drop-off.
✅ After
A reassuring message with engaging visuals offers alternative jobs and a clear next step, motivating users to stay engaged and contribute data.
Boosting Contributions with Smart CTA Timing and Placement
Recognizing that contributing Salary Data or Company Reviews wasn't a primary user goal, I strategically placed CTAs at moments where users were most likely to engage. I paired these with clear, benefit-focused microcopy to encourage contributions without interrupting their experience.
❌ Before
A single, fixed CTA disappeared as users scrolled - easily forgotten and poorly timed. With no microcopy to explain why contributing mattered, most users passed it by before they were ready to act.
✅ After
A sticky, non-intrusive CTA reinforces the value proposition and stays visible while scrolling, keeping action top of mind and within easy reach.
Reflections
Navigating Constraints
Limited Resources & User Research
A key constraint was the lack of budget, which limited my ability to conduct generative and evaluative research with real users. To overcome this, I relied on existing data, conducted competitive analysis, and performed heuristic evaluations, to ensure my design decisions were still grounded in best practices and user needs.
I could have explored other rapid and cost-effective user research methods, such as leveraging my own network or social media to find users to speak with, or guerrilla tes to ensure more user-driven decisions despite constraints.
Push to Launch
Another constraint was the hurried push to launch features and updates. The company's "launch fast, fail fast" mentality, prioritized speed over user validation, making it challenging to maintain a thorough design process.
I could have advocated for rapid user testing methods, like concept evaluations, unmoderated usability tests, or even A/B testing post-launch, to gather user insights without significantly slowing down the release timeline. This would have ensured user-centered design while maintaining the team’s speed-focused approach.
Average Time on Page
+3x
Users stayed engaged on the platform for 3x longer than before the redesign
Bounce Rate
-15%
Fewer users left immediately after landing on the Company Profile page, showing the redesign made content more engaging.
Exit Rate
-17%
Fewer users dropped off from the Company Profile page, meaning the redesign guided them more effectively into exploring other pages of the platform.