The approach was holistic, focusing on a comprehensive strategy to extend the company’s value proposition beyond resume building. This involved identifying and implementing solutions that address the wider job search and application process, thereby encouraging deeper user engagement and supporting users in achieving their ultimate goal of employment.
The workflow was as follows:- Conducted market research
- Analyzed the product itself
- Formulated hypotheses
- Found a solution
- Celebrated the victory :)
Based on trends, research results, and product features, we formulated a series of hypotheses. After brainstorming, we organized them by stages in the loop framework.
Selected Hypotheses for Testing:1. Improved Pricing StrategyThe hypothesis centered on restructuring pricing plans to make the differences between them more apparent and explaining the benefits of longer-term subscriptions. This aimed to encourage users to opt for more expensive plans by understanding their advantages.
2. Resume Customization UIIntroducing a user interface that encourages customization of resumes for each job application, with the expectation that this would lead to increased user interaction over time.
3. Integration of Job Tracker and ResumesBy linking job application tracking with customized resumes and cover letters, the hypothesis was that users would see the value in using the Job Tracker feature more extensively.
4. Encouraging Upgrade to Premium PlansThis approach involved showcasing the full range of platform capabilities, partially restricting them on the basic paid plan to motivate users to unlock all features by upgrading.