01 Introduction

About NID
The National Institute of Design (NID), India is internationally acclaimed as
one of the foremost multi-disciplinary institution of design education and
research. It is an autonomous institution under the aegis of the Ministry
of Commerce and Industry, Government of India.

In 1957, Government of India requested the Ford Foundation to invite

Charles and Ray Eames to visit India. The Eames Report defined the
underlying spirit that would lead to the founding of NID and beginning of
design education in India. NID was established in 1961, and has been a
centre for design education, practice and research since then.

The Business Week, USA has listed NID as one of the top 25 European
& Asian programmes in the world. The institute functions as an
autonomous body under the department of Industrial Policy &
Promotion, Ministry of Commerce & Industry, Government of India. NID
is recognised by the Dept. of Scientific & Industrial Research (DSIR) under
Ministry of Science & Technology, Government of India, as a scientific and
industrial design research organisation.

NID has been a pioneer in industrial design education after Bauhaus

and Ulm in Germany and is known for its pursuit of design excellence to
make Designed in India, Made for the World a reality. NIDs graduates
have made a mark in key sectors of commerce, industry and social
development by taking role of catalysts and through thought leadership.
About NID Banglore
NIDs R&D Campus at Bangalore was set up as a joint initiative
of and funding from the Department of Industrial Policy and
Promotion (DIPP), Ministry of Commerce and Industry and the
Ministry of Information Technology, Government of India and
was inaugurated in March 2006. R&D Campus commenced
two research intensive PG Pro- grammes namely Design for
Retail Experience and Design for Digital Experience, from the
academic year 2007-2008. From the academic year
2008-2009, the Campus has also commenced one more
research intensive PG Programme, namely Information and
Interface Design. The R&D Campus addresses the immediate
need for an exclusive Design Research centre in the country,
by fostering the creative design spirit and sight- ing new
opportunities and frontiers through NIDs design acumen
nurtured through teaching-learning process.
Design for Digital Experience
Digital products and applications play an increasingly greater role
in our lives, becoming indispensable tools both at home and at
work. Design for Digital Experience aims at improving the quality
of human life in a digital world by designing meaningful digital
experiences.
Modules in this programme focus on design processes for
the development of concepts, prototyping and gathering user
feedback. Students are encouraged to build rich content with the
proper application of communication strategies, narrative styles,
and appropriate media. India has a rich repository of folklore and
tradition. Students research and work to translate this extensive
knowledge in easy, digital formats, that are unique to the Indian
context and culture. The scope of the programme includes the
design for anything digital such as software based user interfaces,
websites, web applications, digital product interfaces, gaming
experiences and so on.
About Sponsor
The Company was incorporated on May 1, 1995 under
the Companies Act, 1956 as Info Edge (India) Pvt. Ltd.
Iand converted into a Public Ltd. on April 27, 2006.
Info Edge (India) Limited (Info Edge) is Indias premier
on-line classifieds company in recruitment, matrimony,
real estate, education and related services.
Businesses
Recruitment This comprises online recruitment
classifieds (www.naukri.com, Indias leading job site and
www.naukrigulf.com a job site focused at the Middle
East job market) and offline executive search (www.
quadranglesearch.com). Related sites in this business
are a professional networking site (www.brijj. com) and
a fresher hiring site (www.firstnaukri.com).
Matrimony This comprises online matrimony
classifieds (www.jeevansathi.com) and 14 offline
Jeevansathi Match Points.
Real Estate - This comprises online real estate
classifieds (www.99acres.com), a real estate brokerage
business (www.allcheckdeals.com), housed in a
subsidiary named Allcheckdeals.com India Pvt. Ltd.
Education - This comprises online education
classifieds (www.shiksha.com).
Infoedge Brands -
The company, with a view to tap into the growing
and vibrant Indian internet market, undertakes
investments in early stage companies / start-up
ventures. As of March 31, 2014, the company
had investments in Zomato Media Pvt Ltd (www.
zomato.com); Applect Learning Systems Pvt Ltd
(www.meritnation.com); Etechaces Marketing
and Consulting Pvt Ltd (www.policybazaar.
com); Kinobeo Software Pvt Ltd (www.mydala.
com); Canvera Digital Technologies Pvt Ltd (www.
canvera.com) and Happily Unmarried Marketing Investee Companies
Pvt Ltd (www.happilyunmarried.com).
Info Edge, as of March 31, 2014, had a network
of 56 offices located in 42 cities throughout India.
These offices primarily engage in sales, marketing
and payment collection activities for their
businesses. To cater to the Gulf market it have 2
offices in Dubai and 1 each in Bahrain, Riyadh and
Abu Dhabi. As on March 31, 2014, the employee
strength was about 3,150.
User Experience Design ( UED ) Team
Naukri.com

Rinchan Gupta Saad Akthar Vinay Ahuja

Senior VP, Design Associate VP, Design Principal Interaction Designer
Naukri Naukri Naukri
Project Proposal
The Diploma
As a part of the curriculum, all final year students at the National Institute of Design are
required to take up a full-scale design project in the industry. The project must reflect the
students ability and understanding to handle the client service and generate a professional
design assignment. The expected duration of the project is 4-6 months and on successful
completion it is evaluated by a jury of NID faculty and external experts for the award of the
NID Diploma.

The Guide
Chakradhar Saswade is the Senior faculty in the
department of communication design in NID,
R&D Campus, Banglore, India. He is also the
coordinator of Information and Interface Design
department at NID Banglore.

Chakradhar Saswade
Senior Faculty,
Communication Design
NID Banglore
Context
Searching for a job used to be a very stressful process in the past.
However with huge number of smart phones in the market now, job
seekers are increasingly turning to mobile devices for every part of
the quest for employment, starting with search. Naukri already has
a successful job seeking application in Android market, which has
around 1.2 million users.

Design Brief
To design a personalized job companion mobile application for
Naukri Premium Job Seekers ( Graduates from Premium Institutes )
02
Getting
Started
2.1 The mobile generation
According to a report released by the Internet and Mobile Association of India
(IAMAI) and IMRB International, the number of internet users in the country
increased from 137 million in June 2012 and crossed the 200 million mark,
reaching 205 million claimed users in October 2013.

Today, India remains the third largest Internet user-base in the world and is
fast catching up with second placed US. China remains at the helm with 300
million users. If the present growth trend continues, India will become the
second largest by the end of 2014.

It is important to note that in the last few years, there has been a very strong
growth in mobile based internet usage. According to the IAMAI and IMRB
report, there were 110 million mobile Internet users in October 2013, of whom
25 million were from rural areas. The total number of mobile Internet users
was estimated to have reached 130 million by the end of December 2013, with
rural users hitting 27 million. A report by AC Nielsen suggests that around 81%
of Indias population today uses mobile phones while 10% use smartphones
and 9% multimedia phones. Thus, the potential for growth in this segment
is immense. Add to this, the fact that almost half of the mobile users in India
are younger than 25 years whose propensity to use new technology is much
higher.

The other related development that impacts the way internet based
companies design their products is the growing use of hand held devices.
Tablet sales, for example, have grown from 0.36 million to 1.9 million in the
last 3 years and by December 2013, around 3% of Indias population owned a
tablet. This number is expected to rise. People who use tablets are also more
extensive users of the digital medium. Estimates suggest that 51% of tablet
owners use their devices for more than 2 hours a day. Consequently, the type
of experience they require is very different from pure PC users or mobile
internet users.
 INTERNET USERS IN INDIA MOBILE INTERNET USERS IN INDIA
250 150
200 120
150 90
100 60
50 30
0 0
JUN - 12 JUN - 13 DEC - 13 (E*) JUN - 14 (E*) JUN - 12 JUN - 13 DEC - 13 (E*) JUN - 14 (E*)

Claimed Users
Active Users

Half of the mobile users in

India are younger than 25 years
whose propensity to use new
technology is much higher
2.2 Jobs for IITs & IIMs

Five IIT Bombay students got Rs 30

With a huge market for graduates from IITs and IIMs,
hundreds of companies come pouring into the campus
for placements and have set a bench mark for the job
seekers expectations. International banks like Goldman
Sachs, JP Morgan, UBS, Barclays, HSBC, Deutsche
Lakh+ Job offers
Bank, Bank of America Merrill Lynch, Morgan Stanley,
Citi Group, Royal Bank of Scotland and Nomura hired
summer interns for investment banking and global
markets & equities during the campus placements. With
more than 130 companies including startups and MNCs
offering the most attractive packages in the industry,
the alumni and graduates reach out to opportunities
IIT Kharagpur creates record, more
that meets the best to ones interests. Job boards have
become a very convenient medium for recruiters to post than 1000 students get placed
jobs. With thousands of recruiters posting and managing
jobs, it could lead to a lot of junk in the system such as
jobs which have been expired, jobs which actually can
not pay to the expectation of the job seeker, and also
jobs with roles that do not match up to the interest and
requirement of the job seeker.
Its raining job offers at IIT
Switching Jobs with connections
Kharagpur
In an interview conducted with IIM A alumni, it was
clear that connections played a big role in job switching.
Friends and alumni employed in different companies
and brands are easier to reach for job referral and
recommendation. Referral based job hunting is definitely
faster compared to applying through job posts in
job portals as most applies do not receive responses IIT Kharagpur student gets 91L Job
easily. Unfortunately, Naukri does not operate on
social connections as the business pledges to maintain
complete confidentiality of the job seeker.
offer
BUSINESS GOALS & FEASIBILITY COMPETITOR ANALYSIS CONCEPT IDEATION PAPER PROTOTYPING

DEFINE DESIGN

NEEDS OF TARGET AUDIENCE USER PERSONAS & SCENARIO VISUAL DESIGN PROTOTYPE & USER TESTING

The design process

VALIDATE

USABILITY TESTING FEEDBACK & ITERATION

2.3 Designing for Premium

Naukri has over 1.2 million users from different institutes and backgrounds.
Naukri users who have graduated from Premium Institutes such as IITs, IIMs,
NIT, IIIT etc are on the spotlight for recruiters looking for skilled professionals.
The jobs posted for Premium Job seekers are categorized as Premium jobs
which are some of the highest paid jobs in the Naukri database.
Increased number of Premium users on Naukri is required for the organization
to connect with recruiters with Premium job openings. Existing Naukri has
fewer premium job seekers compared to its recruitment competitors such as
IIM Jobs, LinkedIn etc. This project intends to research and reason for fewer
premium Job seekers, identify the problem areas and address them with the
help of a design process.
2.4 Mobile First Approach
As the name suggests the mobile first approach means designing for mobile before
designing it for the Web - or any other device. Designing for mobile takes different
approaches by putting hand-held devices to the forefront of planning, strategy and
implementation. The digital landscape has changed and more users are shifting to
mobile than any where else. This means systems should be designed to work exclusively
on mobile and is not about viewing web content on mobile. Better experience in viewing
mobile specific content and supporting with mobile friendly navigation are examples of
mobile first approaches.

Focus on Users Content

User content on the web such as long descriptive unformatted paragraphs of text maybe
readable on large screens but when in case of smaller screen sizes fonts can get very
frustrating creating discomfort while reading. The mobile first approach adopts a design
work flow where one designs for mobile and progresses to web. The designer tends to
pick only the most useful content that the user is looking for at the time of need. The
user content must be customized to mobile using typography, showing relevant vital
information and faster communication using appropriate signages and shorthand.
 Design for the users
content, not the device.
Lou Krobluski
TIMELINE
(5 Months)
Apr 25 Sep 15
2014 2014

RESEARCH DESIGN VALIDATION

PHASE PHASE PHASE

Review Problem Experience Maps Visual Design

Statement Customer Journeys Click through Prototype
Secondary Pain Points User Testing
Research
Personas & Scenarios Feed Back and Reversal
Stakeholder
Interviews Story Boarding
Wireframing
User Interviews

PROPOSED TIME OF COMPLETION

ACTUAL TIME OF COMPLETION

2.5 Project Timeline
The project was planned for 51/2 months starting
25th of April, 2014. The research phase took one
months time to interview job seekers within the
building and away using phone calls. The design
phase took much longer where the user and
business had to be kept in mind while planning
the product. Chart papers, rough sketches, stickie
notes etc helped in drafting some final directions
of the working application. Photoshop wireframes
were then used to get feedback from the design
team. The next stage was the validation phase
where better detailing converted wireframes into
a Premium-looking application for user testing.
A quick prototype was made to test with users
within the building that resulted in great level of
acceptance of concept and visual language.
03
Secondary
Research
Competitor Analysis
Objective
There are several competitors to Naukri with different objectives. The objective
of competitor analysis is to understand the strategies used by each competitor
to achieve their objectives and hence the market outlook.
 IIM Jobs
Business Model
IIM JOBS is an exclusive job board for mid to senior management
jobs in India with a primary audience base from Top MBA colleges
in India. Their business model is to bridge between the recruiter
and the candidate. All jobs on their website are free to post
(although every job is moderated to adhere to our high standards)
and dont charge any money from the candidate either. They offer
recruiters the chance to advertise their jobs via premium postings
that offer them much higher visibility as compared to free job
listings which makes them money.

Pros
Clear categorisation of domains on the landing page. That way
irrelevancy is cut down in the first screen
Jobs are meant only for IIM, hence the portal has mostly
premium jobs
Simple application that has formatted description of each job
Experience and Location based filters upfront
Customized job feed

Cons
Exhaustive job description in a linear word-doc format
No information about the recruiter
No option to view other job openings from the same company
No option to follow companies or jobs
No personalization to the user

Android Play Store Rating 3.3 ( 448 Users )

Apple App Store Rating 4.5 ( 7 Users )
 LinkedIn
Business Model
The Linkedin business model suggests that social networking
websites can succeed by earning revenues from multiple streams.
Many entrepreneurs building their own niche social networks
avidly follow its progress. The website focuses on connecting
professionals across a networking domain with in-app paid services
such as inMails and profile highlighting. Advertising, subscriptions
and recruitment services for businesses and headhunters are
some of their money making strategies. The also have a standalone
application called LinkedIn Connected for daily updates among the
user network.
Source: http://howtostartasocialnetwork.com/

Pros
No fake recruiters or jobs, since they are contacted directly
Concept of connections brings credibility to
job seeker and recruiter
Way to showcase your portfolio and experience for recruiters
and connections
Company and recruiter pages brings more clarity in job search
Great section to show where alumni work

Cons
Recruiters have to contact each person individually and cannot
send the requirement in groups
Any activity on linkedIn can be inferred as job seeking activity
which removes the confidentiality factor
Android Play Store Rating 3.3 ( 448 Users ) Effort required to improve connections to get better
Apple App Store Rating 4.5 ( 7 Users )
 Glassdoor
Business Model
Glassdoor is a public review system on Jobs, companies and
recruiters. Glassdoors one source of revenue should be cost
per click ads for jobs. Also glassdoor has premium users who
will pay to get enhanced profiles about employers and job ads.
It also offers a B2B where it has 15000 free employer accounts
and 5000 premium employer accounts. The premium platform
also offers advanced analytics, enabling employers to monitor
their reputation and recruiting effectiveness, benchmark their
performance for a cost.
Source: Quora

Pros
Reviews give complete transparency of the company or job
Landing search engine for companies, jobs and recruiters
One of the trustworthy portals which display salaries as
they are posted directly from users
Simple and neat interface

Cons
User does not have a separate profile page for his activity
No personalization or intelligence systems involved
No alumni sections
More users only view companies and job reviews and
apply through connections

Android Play Store Rating - 4.1 ( 12,799 Users ) Apart from the above 3 competitors, there are other job sites such as
Apple App Store Rating - No Ratings Timesjobs.com, Moster.com, Indeed.com etc. which are job also boards
 You cant hire top passive candidates who
arent looking to switch using a process
designed to hire active job seekers.
3.2 Who are Passive Job Seekers?
The 84 percent of the workforce who are not actively
engaged in a job search are prospects. They arent
seeking a hospitality job or a change in employer. They
dont visit corporate career sites or job boards unless
they are drawn to those locations by something they
value. What do these passive prospects value? Anything
that will make them better. They may not be job seekers,
but they are always looking for ways to advance in their
field. Hence they are also called career activists. They
can be activated to consider employment opportunities
by content they find useful.
- Peter Weddle for Hcareers.com
3.3 Summary
1. Passive job seekers dont need 100 options. They like to see their new job as
one golden opportunity.
2. Passive Job seekers need to be convinced of a better career to get them
interested in switching.
3. Saving for later is the way passive job seekers manage their jobs of interest.
4. Job intentions must be anonymous.
5. Passive job seekers like being appreciated for their seriousness and forward
thinking in their career
6. They love challenges
7. They hate a conventional resume. They like to discuss their work and capability
in a more interesting and lively way. They expect the interview process to be
professional, well-organized, knowledgeable and fully prepared.
8. They prefer closed groups to receive activities from fellow people.
9. Crisp information about the company and not the entire website to review.
10. Theyre usually very busy. The information has to be triggered at the right time
11. What people have commented about the job and work nature is very critical.
This information also needs to diplomatically taken from the user
12. Needs an easy way to communicate with the employer directly.
13. Labeling or rating is a way to give reviews about a company. This information
can be used to bring a user better to a company
14. Job location is one of the critical aspects.
15. Could create filters on all aspects to explore more
04
Primary
Research
User Interviews
Context of Product Domain Knowledge Current Tasks to User Mental Model
in Users Life achieve purpose
The Plan
To interview the product managers informally
and understand his past experiences in work life
#1 Product Manager Worked for microsoft
after completing
Internet Domain such as
Naukri.com is the future
Applied on Linkedin and
received calls but declined
Preferences to stay with family
in Delhi
Male, 27 Years
and reasons that led to switching. The interviews Engineering and then domain offers from other locations Brand is no more important as
joined IIM for product Remembers job openings Microsoft brand name exists
sessions are 30-60mins long guided conversation management and that come up in the compa- already in profile
with set of task related questions. joined Naukri ny and conveys when having But the brand opinions may
a conversation later change from person to person
Campus placements Doesnt have specific prefer-
The set-up Registered on Naukri.com
only after he joined
ences about a company,
depends on research and
infoedge. decisions
Casual discussions over the coffee table, seated Would think of his career at an
discussion in the conference room and a friendly organisation from atleast 2
talk at the chai shop. All three gave a different years
measure of extensive data which were categorized
based on information overlap and tabulated.
#2 Product Manager Switched two compa-
nies after completing
Data analytics was
relatively new at that
Campus placements
He kept looking into online
Was working in different
domains which are not quite
Male, 27 Years
Engineering and then time blogs that explain about relevant to what he studied
Goals did an MBA and joined Did not take makemy- careers Prepared for MBA because
Naukri through campus trip.com because of the a Kept updating his monster majority of peers also did the
Identify the reasons that led to user deciding to placements. good team in Naukri that and naukri profiles with work same
would help with this done in data analytics for Loan issues ruled out options
switch companies
learning. more jobs in the domain of doing masters program
Likes and dislikes about previous jobs and Worked for two companies Liked working for Naukri after
current job from Linkedin and monster interning
What is job satisfaction to the user before pursuing an MBA Had a thought that if he
worked for smaller company
Meaning of work life balance and its importance his work role would be more
Memorable expriences in work life important and had to decide
between this and learning in a
company with a good set of
product managers
Salary is important for choos-
ing job
Doesnt plan to switch current
company because he is pretty
happy with the work
Job preferences and decisions
change with time
Not very particular about
location
Research Questions
Tell me about your last job?
What made you switch to this current job
you are in?
What are the good and bad things about
this job which you are in? Your anonymity
will be maintained since the conversation is
only for research purpose.
Tell me about how you decided to take this
job?
How much time did you take to decide to
take it?
How quickly did you get convinced to take
up this new work?
Are you satisfied with the package given to
you?
How do you think the packages should be?
Would you switch if the same job offered
you a better package elsewhere?
What could be the changes you can make to
this job to make your experiences better?
How do you find the work environment?
Participants
Your co-workers and your lead.
TARGET AUDIENCE
I would like to understand some problems 30+ Job Seekers Totally
that you face because of this job but really
not about the job. Something like Is this Others
( Finance / SVP / CFO )
affecting your personal life? I dont have
enough time for my hobbies or I do not get
time for some other activity.
IT Graduates
What if I told you there is a job with better. ( NIT / IIT / DCE / BITS )
( Improvised options ). And better location
preferences.
Try giving yourself a dream job that would
make you quit instantly and go for the new
one.
What is your plan for your future job? Would Management Graduates
( IIM / MDI / XLRI / SPJIMR / IIFT )
you switch to any other field or would you
pursue a course to get yourself better or
anything else you would like to share.
What do you understand about growth in
your own company.
Research Insights
Why people hate Naukri?
Summarising the research data collected we arrive
at problem areas with Naukri and opportunities to
satisfy the user needs.

 SPAM AND UNRELATED JOBS

  JOBS NOT PERSONALIZED

PROBLEM
OPPORTUNITIES
AREAS
NOT USER FRIENDLY CONFIDENTIALITY
 FEW PREMIUM JOBS
CONNECTIONS
DIRECT CONTACT WITH PREMIUM RECRUITERS
PERSONALIZED SYSTEM
LOCATION PREFERENCES
 LACK OF CONFIDENTIATLITY
Personalisation
Creating personalised user experiences
Offering personalised experience to the user is about using the
device functionality and the users behavorial, demographic and
geographic attributes to change the way information is delivered
to the user. By aggregating and analyzing visitor information and
leveraging that knowledge in the content delivery framework,
one can customize the information presented to your users and
how it is presented. At its core, personalization is about making a
connection between an individual and a message. Its about tailoring
the content, presentation, and delivery channel to exactly what the
individual needs, when they need it, where they need it. Executed
well, personalization delivers a better, more relevant user experience,
without being over-familiar or explicit. From customer relationship
management (CRM), marketing automation, and web content
management (WCM) integration to personalization architecture
documents, the following considerations will help set you on the path
to providing personalized user experiences that actually resonate
with your users.

Why is personalisation important?

The main problem with Naukri reported by the premium users are
that the jobs received are highly irrelevant. The irrelevancy is a
result of accessibilty of Job seeker profiles by recruiter. Job seekers
who fall into the smaller category of premium have more specific
requirements. Behavorial recording of user by interactions with the
application can be used to understand the user preferences and
create filters in the system that can address the issue of irrelevancy.
In the system level the highest level of personalisation can be
achieved by giving the user only the information he chooses
to receive.

http://uxmag.com/articles/creating-savvy-and-sophisticated-user-experiences-through-personalization
Creating Personas
Attribute clusters
Creating personas to define who will be the reference
users for the product is done by using a technique of
clustering attributes. The research carried out during
the primary research phase gives several needs and
requirements of job seekers. These needs are grouped
into attributes and simplified into two personas who
reflect a few attributes as needs and requirements. This
methodogy creates a design process techinique where
designing for the personas would be a good start to
testing the product with live users after prototyping.

I want a place where I can get

better learning and quality of
D
work. Everything else is next Persona 1
concern

Im looking for a good place to S

work in Banglore itself
Persona 2
 Dhivya
27, Single
Software Developer from IIT
Working for IBM
Switched 1 company
Dhivya is a software developer working for almost 3
years. She is one of the most efficient developers in
the team.

Goal
Her goal is to grow in her career utilizing her
knowledge and learning.

Personality Pain Points

Likes to take up challenges, hardworking and is very skilled
in her profession. Likes to keep updated with her field and
opportunities. Has a good circle of friends mostly batchmates
and classmates, working in different industries and fields.
Finding companies and work description that match the interests
Finding a place to learn and grow in the industry
Information about the nature of the manager
Deciding on jobs that have good learning but do not pay well
Information about startups and domain/product specific companies

Needs Contacts
Finding a good learning platform in her choice of domain that makes Friends from the same premium institute
her better at her interests and a brand that supports it Colleagues, references from previous workplaces
Bigger roles and quality of work LinkedIn and other social network connections
Best package for her qualifications
Preferrable job locations
A friendly work environment where her contribution is appreciated
Persona Scenarios
Current User Scenario 1
1. Dhivya wants to work in an ecommerce domain as a technology lead
2. She searches among her friends who are working in a similar company
3. She asks people if they know of any ecommerce domain companies or
does a google search
4. She looks for openings on linkedIn and other job sites to apply directly
Pain Points
The companies often do not reply when applied on a job portal
Google or friends are her only source of knowing the companies. This
involves two stages - finding companies and looking for job openings
She job description is exhaustive and qualifications required are unclear
Some qualifications dont meet her profile. Does it mean she is not
eligible for the position
She has a list of locations but no information on the exact location of the
job listed.
Jobs have listed date of posting but she does not have information about
the job opening availability.
She does no visibility of the recruiter behind the job
Current User Scenario 2
1. Dhivya quit her previous job because she had to move to a different location
2. She moves into the location and finds people in the new location to hunt for jobs
3. She finds a few batchmates / contacts on facebook and Linkedin and requests
them to forward her profile
Pain Points
Hunting down people in the new location. Some contacts may not be completely
approachable
Looking for openings in specific companies needs to be done by internet search
which has no clarity on the date of posting
She hasnt updated her resume for a long time
Her old resume and other information may not be available in handy
She wants a job quickly and timely response may not be available
 Shankar
34, Married
Product Head from FashionKart,
top e-commerce company
Switched 3 companies
He has over 10 years exprience. Very skilled and
experienced, has a beatiful family and prefers a good
work life balance.

Goal
To work in an evironment where he can contribute
with his exprerience with good renumeration and
work life balance.

Personality Pain Points

Likes to take up challenges in jobs. A place which is quite
comfortable in work quality, renumberation and work life
balance would be his ideal place where he plans to settle for a
longer time. Likes to travel and spend more time with his family.
Does not have the habit of browsing job sites or job boards.
Confidentiality during job search is very important
Is connected on linkedIn but checks rarely for network updates
Wants just the information he needs from the new offers
No frequent spam emails or other recruiters contacting him
when he is satisfied with his job

Needs
Contacts
Stay closer to his family - Location
Friends from the his institute
A challenging role
Contacts through social events, gatherings and references
Reasonable work-life balance
Managers, co-workers & clients from the previous company
Good renumeration and additional benefits
Linkedin connections
Job security / A place to work in a longer term
Persona Scenarios
Current User Scenario 1
1. Shankar decides he wants to switch for a better package
2. He updates his linkedIn profile after a long time.
3. He gets calls from HRs to know him and his interest in
the new job and schedule his interview.
Pain Points
When approached by a company
He has not done his research on the new company
before the HR links him to the senior managers.
The HR does not have information about average salary
for the position for him to decide if he needs to take it to
the interview stage
Gets a lot of new new unheard companies which are
completely unfamiliar
He prefers moving through a known person as he can
get better closure on all the information
Current User Scenario 2
1. Shankar quits his job because of problems in the workplace
2. He becomes an active job seeker and now has to find ways to
get newer opportunities
3. He calls his friends & contacts requesting them to forward his
profile
Pain Points
When approached by a company
He has very limited people he would be comfortable in
reaching out to for asking help
He does not want to disclose quitting of his previous job to his
friends or network and hence the options decrease further
He wants better options and faster results
He prefers contacting with the recruiter or contacting his
approachable circle for reference than look for jobs
Study of Job Seeker on Mobile
Surveys
User Survey conducted on job seekers mobile activitiy gives insigts for
designing experiences on mobile. The survey done with google drive asks
about the user activity with job search or job related data exchange done
using mobile using other tools and applications.

Background
Hypothesis were taken with some mobile practicies found both of web and
also based on personal usage. The language of the survey was more informal
to get users interested in the survey.

Title
A small survey to help you find the job you love.
Questions
Firstly, Which time periods in a day do you think you frequently use your smartphone for any activity?

How do you handle most job related emails.

Where do you store your resume and other profile related information in case you want to send it out for a job application?

How often do you search for company profiles on linkedin and/or job openings in your domain?

Do you store pictures of your team or workplace on your smartphone?

Please check the job related apps below if you currently use on your smartphone.

If you have tried searching for jobs with any of the above application, please share your experience and comments on the kind of results
you got and what actionsyou did with the application. And kindly mention the app used.

Do you find a need to update your resume / profile or any other information before you send it out for a job each time ?

Which is your preferred way of sharing a requested PDF/PPT of your profile from a smartphone?

Are you aware of where most of your friends and alumni are working?

If you have searched on any companies website for applying for a job, do you think the information it provides is sufficient?

And finally, what is your impression about naukri.com :)

Lets wrap up with with a little about u. Work-experience, Gender, Education background.
Research Summary
28 Respondents

Firstly, Which time periods in a day do you think you

frequently use your smartphone for any activity?

Early mornings
( 6: 00 am to 8: 30 am )
Mornings
( 8: 00 am to 11: 00 am )
How often do you search for company profiles on
Post Noon
( 12: 00 pm to 3: 00 am )
linkedin and/or job openings in your domain?
Evenings I do it all the time!
( 4: 00 pm to 7: 00 pm )
Night
( After 7: 00 am )

0 5 10 15 20 25
Never
How do you handle most job related emails.

I check them on my phone but

usually reply on my laptop computer
I carry out the complete
Very occasionally, I do
task using my smartphone itself
I do not receive email
notifications on my smartphone.
Once or twice maybe ?
Other

0 5 10 15 20
 Where do you store your resume and other profile related
information in case you want to send it out for a job application?

I have them saved in my

desktop PC or harddisk somewhere
I have them in one of
the sent email items
I have them on online storage
such as drive or dropbox
I have an e-portfolio like behance, slideshare or my
own website, link to which I forward.
I have a PDF on my
smartphone file manager
Other

0 5 10 15 20

Do you store pictures of your team or Are you aware of where most of your
workplace on your smartphone? friends and alumni are working?

I have no clue
about most of them!

Yes I have them

Some of
them, yeah

I dont click photos

with my office people!
I just know my
close circle

No, they're on Facebook or somewhere else

Yeah, most of them
05
Design
Directions
User Journey Schematic
Defining the job search experience on mobile

USER PERSONALISATION

USER
PERSONAL IDENTITY BRANDING ACTIONS

   
IRRELEVANCY FILTERING
RELEVANT JOBS

3 PREMIUM JOB SEEKER

PERSONAS EXPECTATIONS
EXPERIENCES
Informative SATISFACTIONS
Top Brands Interesting to browse Direct Recruiter Actions
SWITCHING FOR :
Best Salary Jobs Discovery User Activity Summary
Location
Chellenging Roles No Spamming Profile Disclosure Control
Career
Renumeration Relevant to User Premium
Or all the above
User task flow

Initial Sketches

1. Get information from user

2. Incentives to the user 3. Suggestions
4. Understanding user preferences through behaviour
5. User selects a job to view job description 6. User applies for the job if interested
6. Constant user updates on notification centre
7. User Profile Screen
Information Architecture
Content Strategy
The Naukri premium app mainly consists jobs, job boards,
companies and recruiters as shown in the previous concept
sketches. The information architecture is kept relatively simple
to be able to work coherently with the timeline of the project as
the importance sided to concept demonstration. The content
architecture was done with the help of the stakeholders
by prioritizing information from the primary research data
collected. The navigation is very straight forward where the
user selects options from a list of suggested content to the
job description menu, recruiters page or company page. The
next stages of the project, which are beyond the scope of this
documenation, would be to categorize into sections of task
related elements such as Jobs near me, recently posted jobs,
etc. One such categorization led to the concepts of Job boards
where curated domain related jobs are created.
We define information architecture
as the art and science of organizing
and labeling websites, intranets,
online communities and software
to support usability and findability.
Information Architecture Institute
1. Jobs section on the front screen
2. Job Boards section on the front screen

Note: Job Boards are curated by Naukri inhouse recruiters

who handle jobs in a specific domain.
3. Job Description screen
4. Company page screen
5. Recruiter Screen
Action Schematic

JOBS
Browse jobs
Discard job as irrelevant
View job description

Company page
Keyskills
Location on map
Recruiter page
Follow recruiter
Contact recruiter to apply
View similar jobs
Add more information to v-card
Send to recruiter
Discard Job apply history
Jobs awaiting response
Similar jobs
Action Schematic

SUGGESTED JOB BOARDS SUGGESTED COMPANIES

Browse job boards Jobs Company description
Follow job boards Company location
Discard job board as irrelevant Relevant recruiters
Relevant jobs
Follow company

SUGGESTED RECRUITERS SUGGESTIONS BASED ON ALUMNI ACTIVITY

Follow recruiter Suggested Jobs
Active jobs posted Suggested Job Boards
Jobs managed in past Suggested Companies
Send Query ( Optional )
Branding and Visual Design
Business strategy
The Naukri premium serves a Premium Institute community
who are the small set among the current users. The the new
system would kick off by showcasing fewer handpicked premium
jobs and bringing more premium job seekers into the system.
User research data shows that premium users think Naukri has
no premium jobs. Getting users to change this idea about the
system will take much longer as compared to a completely new
system with different branding. Thus the system was named
Spot-on with an attempt to create a branding of Premium.

spot on
adjective & adverb BRITISH informal
completely accurate or accurately

synonyms: accurate, correct, right, perfect, exact, unerring, so

as to hit the nail on the head;
06
Final
Concepts
Application Screens

Sign up Screen

1. Enter your Designation 2. Type or select institutes from the list below
3. Complete profile with remaning information
Keyskill Screen

4. Select keyskills from the suggested list

Landing Screen

Choose from the list of suggested items - jobs, job boards, companies & recruiters
Recruiter Screen

Select the recruiter from the suggested section to view recruiter profile or follow
Company Screen

Select the company page from the landing page to view or follow companies
Job Boards Screen

Select a job board to view jobs inside it

Job Cards Screen

Discard a job if you find it irrelevant by swiping on either sides

Filter Menu Screen

Select a job board to view jobs inside it

Job Description Screen

View the job description and tap on contact recruiter to apply

Send to Recruiter Screen

Add more information if required on the job card for sharing with the recruiter and tap on Send to recruiter
My Profile Screen

View the My Profile section from the hamburger menu to view all activity history
Hamburger Menu Screen

View profile activity & Recruiter messages from the hamburger menu