Creative Director / UIUX & Motion Designer
5 months
Karat, the world's largest interviewing company, is on a mission to revolutionize hiring by making it predictive, fair, and enjoyable.
In collaboration with Baunfire, our goal was to lead a digital transformation aimed at elevating the user experience, boosting the .13% average conversion rate, and redefining Karat's brand impression. This comprehensive effort unfolded over a 5.5-month timeline.
The approach to the discovery phase involved a comprehensive analysis of competitive, provided quantitative and qualitative data, guiding workshops to enhance information architecture and user journey. The primary focus was on addressing audience segmentation challenges for Engineer Candidates and Clients. Challenges identified included the need to instill confidence in candidates through personalized interview preparation and skill alignment. For clients, the goal was to provide a tangible proof of concept and optimize the site experience for increased conversions, aligning with Karat's end-to-end hiring solutions. A challenge that was highlighted for the Karat team was to ensure the information architect provided clarity between the journeys of the candidates, clients, interview engineers, and the sub brand—Brilliant black minds.
Ideation was around finding the right narrative based on who we were prioritizing for each page and identifying which flows made the most sense for each target audience. The proposed hypothesis centered on what our primary user (client decision makers) cared the most about to keep them engaged through consistently highlighting the end-to-end solution approach and help see where Karat solutions fit in their existing hiring system.
Our visual efforts involved reimagining Karat's brand and refining the narrative to the end-to-end solution and it's business impact. The art direction depicted seamless engineer interactions and human-centered ethos with a professional tone. Collaborating closely with designers, developers, PMs, and clients team — we created and documented component libraries, a frefreshed design system, and design rules, ensuring consistency, efficiency and optimizing the overall experience as we built each page out.
Post launch, we've successfully addressed the objectives of ensuring a smooth journey for our targeted users, redefining Karats brand impression—positioning them to be the leaders in the space that they are. And, while currently still being monitored, we have witnessed successful increases in conversions and continually working with the Karat team waiting for additional qualitative and quantitative feedback as it will serve as a compass to further enhancements based on real-world results.
Visit the site here: karat.com
Karat, the world's largest interviewing company, is on a mission to revolutionize hiring by making it predictive, fair, and enjoyable.
In collaboration with Baunfire, our goal was to lead a digital transformation aimed at elevating the user experience, boosting the .13% average conversion rate, and redefining Karat's brand impression. This comprehensive effort unfolded over a 5.5-month timeline.