When we started our journey with Truepath, they’d launched an MVP that they didn’t feel confident in to compete in a crowded industry. We partnered with their product and marketing teams to establish a new visual identity that differentiated their brand, overhaul their UI/UX for a successful product launch, and optimize for paying users.
Our team, alongside our Truepath partners, all aligned on a single focus: conversion to paying users. After our initial design, we repeatedly revisited and tested even the smallest of changes to make incremental improvements in conversion.
Our insights were driven by user testing studies, A/B tests, engagement data from Mixpanel, and live session recordings. These resources ensured that we were constantly learning and designing with intention.
PROCESS
IMPACTFUL DESIGN
To compete in a saturated space, we knew it wasn’t enough to just match the features and quality of resumes of our competitors. We had to be ruthless about honing in our key differentiator: championing personality.
Throughout the entire user experience — from the marketing site, to the onboarding flow, and brand itself — we made sure that the user understood both the need to incorporate personality in their application materials, and Truepath’s value to their goals.
David B, Head of Product at Truepath
