Web and iOS
UI, UX, Branding
VisualCV is an online resume builder designed for the realities of today’s job market where people change jobs more often and face greater competition. Applicants need to be able to quickly assemble and manage multiple visually appealing resumes. In addition VisualCV provides a deep set of help content, resume writing services and the app makes it easy to manage sharing, privacy, getting feedback and tracking views of your resumes.
Sometimes you get a detailed brief from the client, and sometimes you get something more like “I just want something bold… and It needs to look good on a t-shirt”. To be fair, we’ve had a similar request with a slightly more permanent litmus test when a client requested it look good as a tattoo.
The process for logo creation is a
Generally when designing logos you need to expect the context will include small scale deployment like favicons, because of that we needed something that works in multiple scales and either in colour or as a monochrome mark.
In the end the selected solution explored ideas of individual timelines punctuated by events on the timeline. The construction of the logo isn’t visible in its monotone version so it is easily used at small scale (or at very large scale).
There’s almost always a twist. In this case part way through the logo design process we got word that the logo needed to extend beyond Visual CV to work with an upcoming sibling brand Workstory (a project we would later help design a prototype for).
Similar to the marketing site the feel of the existing app was a pretty dry and technical affair. The app at the time was a combination of several technologies created separately or purchased and assembled into the resume builder application. It was usable and solid technically, but the assembly of parts resulted in a disjointed experience and we needed to create a more seamless and easy to use interface.
From the business side we looked at one goal: increasing conversions from free users to paying customers. That meant we needed to overcome a major issue: resume apps are often seen as single use applications (I need a job, I create a resume and once I have a job I no longer need the resume).
What people needed was a faster and relatively foolproof way to get to a visually impressive resume, whether by importing an existing CV or starting from scratch. But they also needed to see the benefits of stepping up to a paid version that allowed them to manage multiple resumes, take advantage of resume writing services, track views of their resumes and get feedback from the community.
Some of these features existed but they were buried, others like the ability to manage multiple cover letters, print preview and peer feedback were experiences that needed to be designed from scratch.
From an aesthetic point of view we wanted to soften the application interface. We moved to slightly softer-edged icons, and a softer font. We created an improved edit interface layout, creating collapsible work panels for each function, adding a tabbed interface for different view modes, and clearly defining the major action buttons.
While defining the revised look of the application we itemized and reviewed every workflow. We reviewed the client’s funnel data and page heatmaps for each to identify drop offs and areas that were causing issues. We prioritized the workflow issues based on usage and value and then worked through each iterativley, starting with our assumptions of what was causing issues and then testing to confirm our assumptions. We immediately saw noticeable gains in key areas such as starting a resume and use of previously hidden features.
Codename have loads of experience and really get both branding and product design. They move fast from initial concept to a product design that’s ready for implementation, loved by our users and works for our business.