Cielo Talent
Redesigned their website to be personalized for each user's journey, resulting in a +35% increase in user engagement and a -40% decrease in bounce rate within the first 3 months of launch.
Timeline
8 months (May 2023 - Jan 2024)
Disciplines
Responsive Design, Web Design, Design Systems, User Research
Team
Sheena Singh, Hengzhi Huang, Daniel Williams, Tevi Tuakli
My Role
I led user research and conducted stakeholder and user testing interviews, IA planning, drew wireframes, prototypes and performed accessibility audits. The outcome was a scalable, reusable design system that Cielo Talent could maintain and evolve well beyond handoff.
Deliverable
Overview
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.
Problem Statement
Despite having a strong global presence and a refreshed brand identity, the client faced challenges in delivering a cohesive and engaging digital experience that aligned with their business goals. Therefore our objectives for our client were to:
Accelerate buyer journeys through tailored, personalized interactions per visit
Strengthen SEO and content discoverability to compete in a saturated market
Restructure site navigation and page hierarchy as well as improve mobile usability
Research
We began by analyzing competitor websites to understand what worked well and what didn’t, then audited Cielo’s existing site to pinpoint areas for improvement. These insights helped us elevate effective elements and thoughtfully redesign weaker aspects to create a more impactful experience.
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 B introduces controlled friction to encourage more self-selection, allowing us to gather more detailed information about the user to personalize future visits.
drag left or right to see route A vs. route B ↓
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.
Final Deliverables
We built a comprehensive design system for Cielo Talent, featuring web typography, WCAG-compliant colors, layout grids, scalable modules, and a restructured navigation. Designed for modular reuse, the system ensures visual consistency and long-term sustainability across future pages for desktop and mobile. With over 30 page templates and hundreds of components, it provides Cielo Talent with the flexibility and scalability needed for ongoing growth.
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.