Reducing job-posting drop-off by 40%
fewer posting dropouts
more completed postings
faster posting time
PROBLEM
Confusing options and lengthy forms caused users to abandon posting
Job posting is a critical flow in Rexpand’s marketplace. Yet 60% of users abandoned midway, leading to fewer opportunities for job seekers, lower engagement from subscribers, and slower app growth.
To uncover why, I partnered with a data engineer to pinpoint the top dropout point, then ran usability tests and interviews with 10 participants. The research revealed three key frustrations: confusing referral options, lengthy forms, and time-consuming data entry.
The highest dropout occurred during job description entry, the most time-consuming step of the flow.
strategy
Improve clarity, streamline the process, and enhance efficiency
We set the strategy to directly address the top pain points:
Confusing options → Clarity
Extensive form length → Simplify
Time-consuming data entry → Efficiency
Solution
From confusion to confident choices on referral types
Users often dropped off at the first step when faced with unclear referral options. The redesign focused on providing clarity, helping them move forward with confidence.
Before: unclear options left users guessing
After: info icon and modal provided clarity, enabling confident decisions
From overwhelming forms to guided steps
Users complained about the lengthy form. The redesign broke it into guided sections, reducing overwhelm and helping them stay engaged.
Before: Extensive form length led to overwhelm
After: manageable sections with progress guidance kept users moving forward
From slow typing to instant job title input
Manually typing job titles was slow and error-prone. I introduced autocomplete feature to bring efficiency to this step.
Before: manual typing slowed users down
After: autocomplete sped up input
From manual entry to smart skill suggestions
Manually entering skills was slow and inconsistent. I introduced auto-suggested skills, making selection faster, easier, and more accurate.
Before: skills had to be typed manually
After: auto-suggested skills made selection quick and simple
post launch
Boosting awareness and engagement post launch
A week after launch, dropout rates decreased but engagement with the “Post Job” button stayed low. My hypothesis was that users weren’t aware of the redesigned feature. To address this, I added a redesign announcement modal, which increased engagement and further reduced dropouts.
One-time announcement modal raised awareness of the new posting flow
result
Friction reduced
40% decrease in job posting dropouts
2X faster posting time
Engagement up
35% increase in completed postings – more opportunities reaching job seekers
+18% increase in referrer retention
Marketplace growth accelerated
+22% lift in job seeker applications
takeaway
From redesign success to lessons in adoption
A key takeaway from this project is that awareness matters as much as usability. Even well-designed flows can underperform if users don’t notice or understand the changes. Clear communication was essential to driving engagement and adoption.
