hatch

Using onboarding to break down barriers between hiring managers and students

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The problem

Hatch is a tech marketplace that provides students access to meaningful paid work while they study. To humanise advertised roles, Hatch requires hiring managers to submit an informal video of themselves.

However, managers had anxiety about their on-camera presence, as well as a lack of technical knowledge in recording and submitting their video efficiently. This was often resulting in delayed role creation, and a video that didn't reflect the manager authentically or highlight the value of the role.

 

the solution

A redesigned role creation flow incorporating education about the video's value, simplicity in recording it, and momentum in completing the role.

the timeline

2-and-a-half-week sprint finishing July 11, 2018

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the team

I collaborated with teammate Mike Ibrahim and led all research activities and synthesis. I was also responsible for the solution strategy and design.

the methods

  • Stakeholder research
  • Competitive and comparative analysis
  • Surveys and user interviews
  • Usability evaluations
  • Affinity diagramming
  • Persona creation and journey mapping
  • Feature prioritisation
  • Sketching and wireframing
  • A/B testing
 

The approach

We collaborated with the client through weekly meetings and frequent contact using Slack, and approached the project with the following design considerations:

video validation

While Hatch acknowledged the video could simply be removed from the process, they wanted to attempt to validate its use in engaging students.


double-sided marketplace

Our solution needed to support both managers in having a positive experience creating the video, and students in gaining meaningful content from it.


scalability

Our solution needed to reduce the need for Hatch to record managers in person to speed up the process.

 

surveys and usability evaluations with students

'they're all catfish'

We needed to learn the information students valued from prospective employers on a quantitative level, and so created and distributed a survey to students at least in their second year of university.

With 53 responses, found they were only neutral about their current resources for exploring work experience: 

I don’t even know if my application gets into the hands of someone in the team
They’re all catfish

When asked what they wanted to know from a prospective employer before applying for a role, it was clear these students were planning for their future and wanting to be up to the challenge of their role:

Assuming you know the duration, pay, and location, what are the three most important things you would want to know from your prospective employer before applying for a role?
 

‘Most online applications make you feel like just a number, so seeing this just makes you feel valued’

Click to enlarge : Competitive analysis of symphonic music performance providers

To validate the use of the role video in engaging students, we approached four full-time students at the University of Sydney campus to perform usability evaluations of roles advertised on the Hatch website.

All participants found the role videos:

  • 'personal'
  • 'casual'
  • 'conversational'
  • made them feel valued as applicants.
 

usability evaluations and interviews with Hatch managers

‘I've never done anything like this before’

We also conducted usability evaluations with three hiring managers who had not used Hatch to identify specific friction points in the existing role creation process.

All managers successfully created a role, but none created a role video:

I’ve never done anything like this before... maybe they’d have extra advice for me.
I’m not tech-savvy, I’m too lazy... Can’t I do it like how people upload in their Instagram? Click to record.
Shooting separately, that’s a blocker for me.

All managers also had incomplete fields when finishing the role, hindering their progress at the very end.

 

'It's like public speaking; I just wanted it to be perfect'

We also interviewed four managers who had used the Hatch website to advertise roles to gauge their experience creating the video and their perception of its value.

All managers experienced discomfort recording their videos, however, all appreciated Hatch's in-person assistance, as it helped them:

Prepare something decent to say

I’m not sort of person who goes on camera at all... [so I] nailed done 7 or 6 bullet points that I need to cover.
I spent an hour to get the wording right... it’s like public speaking; I just wanted it to be perfect.

Appear capable on-camera

You’re kind of representing your company... you want to look like you know what you’re doing.

Create a professional-looking video

I probably would have overthought it if I had to do it myself… [having Hatch there] I didn’t have to think about where I would do it and how I would set up the video.

However, only one manager articulated the benefit of the video for himself as a manager:

If that’s something that gives you access to better talent then it’s worthwhile doing.
 

Key insights

Affinity diagramming led us to identify several key insights from our research regarding:

The value of the role video

While they appreciate its humanising value for students, managers still don't see the full value of creating a role video: attracting more engaged hiring talent.

managers' current pain points

Managers need a significant amount of guidance in preparing and recording an engaging role video in a timely manner

how we could alleviate those pain points

Managers would feel confident to record independently if they could prepare notes, answer questions, and record their video from within Hatch.


We contextualised these insights in some proto-personas and journey maps, which helped us determine that if we were going to facilitate a more efficient role creation process overall, we needed to provide managers with the guidance they needed:

  • early in the process
  • frequently throughout.

Click to enlarge: Manager journey map

 

The solution

Using these insights, we designed a solution in the form of a redesigned role creation flow that incorporated education on preparing the role video, simplicity in recording it, and momentum in completing the role:

education

an onboarding flow including an educational video

This would manage expectations about the role creation process, and empower managers with the information they needed to get the role and video done authentically and efficiently.


specific example questions to answer in the video before recording it, as well as a link to a help article

With hover-over suggestions, these specific questions would provide managers with the stimulus they needed to create engaging content.

 

simplicity

recording software within flow that compiles videos in a Q&A style

By embedding a MyInterview recording widget, managers could record their video question-by-question, select the takes they wanted to use, and have them automatically compiled, removing:

  • the anxiety of speaking to a camera for 60 to 90 seconds straight
  • delays in figuring out how to submit a video recorded outside of Hatch.

Seamless mobile access and recording using emailed mobile link

If a manager wanted to record on their mobile device, they could email themselves a mobile link, saving the trouble of having to log back in to Hatch on their device.

 

momentum

Gamified progress bar

Managers could view a visual reward for their progress, incentivising them to keep completing the role.


Reordered flow with preview at the end

Managers would already have completed three quarters of the role by the time they arrived at the role video recording page. 

They could then view the outcome of all their hard work on the final page- a preview of their finished role listing.

 

a/b testing and final client feedback

'you realise you actually do know what you're talking about'

After designing our solution in the final week of the sprint, we went through three iterations following a design critique, A/B testing, and client feedback.

A/B testing of two versions of the process with six users demonstrated users were more successful and less anxious in creating videos using the MyInterview clip-by-clip style, as opposed to recording videos in one take using another technical solution, Ziggeo:

At first you feel scared...[but] with these questions, you realise you actually do know what you’re talking about.
 

Next steps

We presented these findings to Hatch during our third client meeting and iterated further based on their considerations.

Overall, the Hatch team was satisfied with the direction of our solution and the qualitative depth of our research, prioritising our recommendations for more thorough education in their role creation process.

We also left the Hatch team with some short-term next steps:

  • Validate clip-by-clip recording method further the next few times a manager requested Hatch's in-person assistance in recording their video
  • Contact MyInterview to implement changes (we had contacted the software company and confirmed all recommendations regarding its use were feasible) 
  • Produce the official Hatch version of the educational video as per our recommendations.
 
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