Creating Delight in Our App: How We Plan to Achieve Member Engagement and Community Time
Objective: Our primary goal is to evolve our native app into the core digital product that our members regularly use to engage with Jobcase. We aim to increase both member engagement (measured as Daily Active Users, or DAU) and the amount of time the community spends in the app.
How Can We Succeed?
Fulfill our members needs and deliver a superior experience that differentiates us from our competitors and keeps them coming back. One way, we think we can achieve this is through adding delight throughout our app experience.
Defining Delight:
Delight can be defined as a positive emotional response that users experience when they use a social app. In the context of a social app, delight can be achieved through various means such as the app's design, user interface, features, functionality, and overall user experience.
In spearheading the delight ideas, I collaborated extensively with a diverse team of designers, as well as contributing my own insights to drive innovation. By fostering an environment of creativity and open communication, I led brainstorming sessions that drew on each designer’s unique perspective, enabling us to explore a wide range of concepts. My role involved not only guiding the overall vision but also integrating feedback and refining ideas to ensure they resonated with our goals. This collective effort resulted in a set of delight ideas that were both imaginative and practical, setting a new standard for our design projects.
Concept 1: ChatGPT as a helper in the Community 🤖
Integrate ChatGPT/AI into the community to offer real-time and responsive assistance to members. Internal content including existing responses would be trained in the tool to optimize accuracy and impact.
Concept 2: Resume optimization with ChatGPT 🤖
Utilize open AI in the job application process to make recommendations on resumes to better suit the applicant to the role.
Concept 3: Short-form video 🤳
Bite-sized video content tailored for the attention spans of a busy jobseeker. Think advice, inspirational, and newsworthy content but in video format instead of heavy textual posts.sd
Concept 4: :Daily job hunt 🎲
A job-seeking game that combines entertainment and education, empowers job seekers by providing valuable skills, knowledge and experience needed to succeed in the competitive job market, ultimately increasing their chances of securing a job.
Concept 5: Weekly rundown 📆
A visually compelling and branded member experience that emphasizes relevant content, nudges and tasks including: motivation, trends, job listings, community posts, and potential connections.
Concept 6: Member dashboard 👨💻
Supercharged homepage designed to be a centralized command center. It provides personalized nudges and guidance to help your next career move. Combines well with gamification tactics.
Concept 7: Ask an expert 🧠
“Ask an expert” on assistance on learning within a job field, area of expertise, offers a new feature not available across other platforms and increase retention.
Concept 8: Community awards 🏆
Recognize and inspire positive behavior among community members with our member-to-member awards, designed to keep everyone engaged.
Concept 9: Post Customizer ✍️
Offering different layouts / prompts will encourage people to engage, post more regularly and feel a sense of delight while using the app.
Examples templates: polls, countdowns, video, graphic text displays, calendars, quizzes
Concept 10: Gamified profile builder 🏅
Incentivizing members to complete profiles by gating premium features behind an earned badging system, and build upon profile builder to include the entire journey.
Concept 11: High fives 🙏🏻
Joyful microinteractions powered by gamification can create an enjoyable job seeking experience — differentiating Jobcase, and kickstarting the Community flywheel.
Concept 12: Public Praises 🙌
Promote and encourage positive behavior within the community by making our praise feature more public feature. It’s easily accessible via the “shake” of any device.
Comprehensive User Research and Validation
I conducted user research in collaboration with a user researcher to ensure our delight features for Jobcase App 2.0 meet real user needs and preferences. We surveyed both members and non-members to rank the original set of ideas, aiming to bridge any gaps between our perception of “delight” and what users actually seek in a social app. Our objectives are to assess the desirability of features and refine them accordingly. Using an Optimal Workshop questionnaire, we’ll prioritize and rank features, recruiting 60 participants through usertesting.com who are active job seekers and social media users. By having them categorize features as Must Have, Would Like to Have, Don’t Really Need, or Not Useful to Me, we will validate our internal scoring against user needs. Key insights will help us develop concepts that truly resonate with users. Here is a breakdown of the test results.
Conclusion
Our "Ask an Expert" feature consistently ranked among the top four user preferences, validating our business strategy of pivoting to AI as ChatGPT entered the market. This strong user preference confirmed our decision to embrace AI and transform our company into an AI-driven organization. By leveraging cutting-edge AI technology, we enhanced user experience and positioned ourselves at the forefront of innovation, ensuring that we met evolving customer needs and stayed ahead in a competitive landscape.