Project Type:
Part-Time Client Work
My Role:
End-To-End Product Design
Applications Used:
Figma, Figjam, Miro
Platform: Mobile & Desktop
About
Bonni is a career coaching and recruitment platform that builds long term relationships with top engineering, product, design & people operations talent. When I started working at Bonni, the company was a MVP that we had to bring to life with branding and site design fueled by design thinking.
The Problem
As a young company, Bonni struggled to gain credibility and trust with its users. An aspiring job-seeker or company founder would be hesitant to reach out to a platform that doesn’t seem reputable or know what it provides.
The Goal
Our goal was to understand what values and credentials professionals in tech care about when seeing coaching or finding talent, then implementing site-wide design changes that should reflect their needs in a user-friendly site design.
The Solution
I implemented a complete visual rebrand and adjusted site hierarchy to showcase reputable brands Bonni advises and testimonials up front, while creating distinct flows for users who wish to seek coaching and/or recruitment services.
Methodology
At Bonni we continue to use the Design Thinking process. I first empathized with users by conducting user interviews to understand their needs. To define the problem space, I synthesized my data and created personas. To ideate, I created sketches, flows and branding concepts. Finally, I created a prototype and performed a round of usability testing.
Trust is Key
Trust is the foundation of all of our online transactions – we trust that if we book an event, purchase an item, or message someone, these people or platforms will follow through.
The founder of Bonni and I spent two weeks recruiting and interviewing professionals in tech to understand their relationship with trust and the services they use day-to-day. In addition to trust, we also explored these interviewees wants and needs in the career coaching space.
Primary Research
We reached out on social media to recruit 5 participants working in tech, our research concluded that:
Who Is Using Bonni
Bonni is for those looking for talent, as well as those searching for guidance on where to move forward in their career. Evan is a full-stack developer who wants to find clarity in a quickly-evolving world of tech, while Irene is a product manger who has fostered a great team culture and wants to find a candidate who is qualified and well-fitting.
Establishing Credibility
The major thread throughout our research was the value users put on authenticity. Real faces, real testimonials, and real credentials. We asked ourselves some traditional how might we’s and drafted solutions from them.
Visual Identity
Design Explorations
Since Bonni lacked any branding before our research, we figured the redesined website would need a face lift. I created some branding explorations to run through another group of user testers.
Refining Design Decisions
Our feedback pointed us to look/feel option C, so I began to expand on that aesthetic with sketches, mood boards and user flows before building out final screens.
SKETCH HERE + NEW BRAND EXPLORATION
FLOWS HERE
Final Designs
Our final designs made sure to implement the solutions covered earlier, with testimonials and brands on the home page, clear CTAs up top, and a detailed “About Us” page with a “Values” section.
VANITY OF SCREENS
Impact
Immediate Results
At the start of our project, Bonni had little traction. After a site rebrand and restructure, Bonni was able to gather sustained client work from companies such as Bubbles and Osmind, yielding a near 110% increase in revenue quarter-to-quarter.
Next Steps
To move quickly, the original site design had to be adapted to Squarespace, but we are looking to work with developers to create a more tailored experience in Webflow for a new career coaching-centric MVP Bonni is planning to launch in 2024.