Website / Mobile Website

Cielo Talent

About

Cielo Talent is a premier global talent acquisition partner renowned for crafting tailored strategies to help companies in discovering and retaining top-tier talent, and help them meet their business objectives.

In collaboration with Cielo Talent, our objective was to amplify their refreshed brand identity and values through creative. Additionally, they wanted their new website to help accelerate buyer journeys through personalized data-driven experiences. Over an 8-month timeline, we assisted Cielo Talent in transforming their UX and content strategy by developing a comprehensive design system of modules to use in templates for responsive web and mobile designs.

  • Sheena Singh (Lead Designer)

  • Hengzhi Huang, Akiko Hattori (Designers)

  • Daniel Williams (Copywriter)

  • Tevi Tuakli (Strategy Director)

  • My Role (Designer)

Team

Timeline

May 2023 - January 2024

Competitive Analysis

Our initial step involved conducting a thorough analysis of competitors' webpages to gain insights into what is effective and what is not. This allowed us to reimagine and elevate successful elements while addressing and improving upon shortcomings we identified.

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Personalization

One of the key objectives Cielo Talent wanted to achieve with their new website was to integrate taxonomy into personalization, tailoring the user experience to individual journeys that help guide the user into quicker buyer processes. After extensive research, we identified two potential routes in the form of wireframes and UX flows outlining the visitor’s journey from their first visit to subsequent visits. This illustrates how the user experience evolves over multiple visits, providing a visual roadmap for implementing personalized features on the website.

Route A focuses on providing a seamless and natural progression by employing unobtrusive filters and smart recommendations while minimizing self-selection.

Route A focuses on providing a seamless and natural progression by employing unobtrusive filters and smart recommendations while minimizing self-selection.

Route B introduces controlled friction to encourage more self-selection, allowing us to gather more detailed information about the user to personalize future visits.

Route B introduces controlled friction to encourage more self-selection, allowing us to gather more detailed information about the user to personalize future visits.

For Route A's creative direction, the key descriptors were to be future-forward, optimistic, and visionary.

For Route A's creative direction, the key descriptors were to be future-forward, optimistic, and visionary.

For Route B, the aim was to be more conversational, familiar, and adaptive.

For Route B, the aim was to be more conversational, familiar, and adaptive.

User Testing

We conducted two rounds of user testing. Initially, we completed (8) 1-hour moderated qualitative interviews with both current Cielo clients and a subset of prospective clients. For the second round, we conducted (12) 1-hour moderated qualitative interviews with internal stakeholders. These interviews covered five key categories: Impression and Perception, Ease of Navigation, Usability, Information Quality, and Comparative Questions. This comprehensive approach allowed us to gather valuable insights from diverse perspectives, informing our design decisions effectively.

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5.1 Route A Impression.png
5.2 Route B Impression.png

Design

We developed a comprehensive system for Cielo Talent, comprising web typography, WCAG compliant colors, layout grids, and other essential assets. These components are designed for reuse in modular templates, enabling Cielo Talent to maintain consistency and sustainability across new pages after the project handoff. With over thirty pages of templates and hundreds of components, the system offers extensive flexibility and scalability for future developments.

The website is also now live!

Reflections

Because Cielo Talent recently refreshed their brand identity, we had a solid foundation to build upon. This allowed us to focus our efforts on developing a comprehensive system of resources that the Cielo team could readily utilize to prototype new ideas in the future.

Our biggest challenge was also the most rewarding learning experience for me: collaborating with the UX strategy team to integrate taxonomy into a user flow for a data-driven personalized journey. It was also important that we ensured meticulous documentation throughout the entire library to guide developers and designers in effectively reusing these modules after the project handoff.

Overall, I am immensely proud of the system we were given the opportunity to built. The cross-collaboration with the Cielo team and the Fyin development team yielded great achievements and contributed to the project's overall success.