Brand Research Study for Resume Now
Engaging with users to understand perception
Resume Now was the first rebranded resume-creating product from Bold, chosen as it provided the least business risk, had the most minor traffic at the time, and was the only US market portal. This kept tests, scaling, and adaptations more manageable.
The redesign was launched straight into A/B testing for performance, without any initial user research. The research was requested to understand user perception and the impact of design decisions on the audience.
UX RESEARCH
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How might we measure brand impact in order to build product affinity and brand trust with a selected audience?
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We conducted a series of moderated user interviews with the target audience and created a survey to engage users during their customer service call. Methods included qualitative and perception questions, comparative analysis, and brand recognition.
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Product value, ease of use, color scheme, and brand recognition were validated with the study. Yet the overall perception of an impersonal and cold product was consistent. We decided to develop human experience-focused variations on specific areas of the main landing pages. These were successfully tested, increasing user engagement and business value.
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Requested research, led engagement and development of questions with the research and design team, interviewer, note taker, data analysis, design manager for brand team.
The homepage evolution