What is Good&Co Culture-fit job app?
Culture Fit Job App helps users discover their ideal workplace culture through engaging, bite-sized personality assessments powered by Good&Co. As users complete more quizzes, their personalized profile evolves, offering deeper insights and stronger job matches tailored to their unique strengths and preferences.
Client
Good&Co. Labs
DELIVERABLES
Mobile App UI Redesign
Design System Update
UX Research / User Testing
Visual Design / Rebranding
Year
2018 - 2019
Role
Visual Designer
Product Designer
Graphic Designer
Context
My Roles
While collaborating with the product design team, I play a key role in refining the Culture-fit Job App following the launch of V1. I collaborate closely with the product manager, engineers, data analysts, and leadership to identify pain points and opportunities based on both qualitative and quantitative insights. My main focus is on elevating the visual design while also improving the app's usability, ensuring a more seamless and engaging experience for users. Through an iterative design process, I translate data-driven findings into actionable solutions that drive meaningful product enhancements.
Introducing Target Users
Good&Co users are career-minded professionals in their 20s–30s who want more than just a job—they’re looking for a culture fit. Frustrated by past mismatches, they value tools that offer self-insight and match them with workplaces where they can thrive. They’re tech-savvy, self-aware, and motivated to make smarter, more fulfilling career choices.
Problems of V1
Drop-Offs & Design Friction Points
Onboarding Rate Low
There is a notable drop-off at the work history section during onboarding, leading to a completion rate of only 52.70%.
Engagement is Low
Job searching engagement is lower than expected, with a usage rate of just 19.94%.
Quiz Completion Rate Low
Quiz is key to unlocking the app’s full value. We need to improve engagement and motivation to encourage more users to complete the quiz.
Visual Clutter
The excessive use of colors creates visual clutter, impacting layout clarity and hierarchy.
Research + Solution
Improving Onboarding & Home Experience Through User Insights
User Research & Interviews
Leveraging data and user feedback, I collaborated with product team, dev team and UX team to evaluate the strengths and weaknesses of the Culture Fit Job App. For this project, we prioritized enhancing the onboarding experience and refining the home screen to create a more engaging and intuitive user journey.
Key Takeaways
1. The work history section in onboarding had too many steps, causing friction in the user flow.
2. After completing onboarding, users lacked clear feedback on how well they matched with potential jobs.
3. The quiz widgets on the home screen used an overly complex color palette, reducing text readability—especially for color-blind users.
4. Company logos on the home screen did not provide meaningful value to users, leading to unnecessary visual noise.
How to Improve
1. Streamline the onboarding flow to reduce completion time and improve efficiency.
2. Improve the job matching screen for better usability and clarity.
3. Redesign the home screen to drive engagement, encouraging users to complete more quizzes for improved job recommendations.
4. Optimize the user interface, visual hierarchy, and feedback mechanisms to provide greater value and clearer guidance.
Competitive Analysis & Insights
Unlocking Insights from Personality-Focused Job Apps
We conducted a competitive analysis of PersonalityMatch and GoTalent Job Personality Test to understand how they address key challenges through their use cases and business strategies. This research provided valuable insights into effective approaches and areas for improvement.
Strengths
Onboarding flows are simple and easy to complete.
Users receive instant access to their personality results, including strengths and weaknesses.
Opportunities for Improvement
None of the applications provide a clear indication of how well users match with potential jobs.
New Onboarding Journey
Redesigned Onboarding for a Smoother Start
To reduce friction in the onboarding experience, I redesigned the work history section by combining multiple fields—job title, location, company name, start date, and end date—into a single, well-organized screen. This consolidation helped simplify the process, making it faster and less overwhelming for users to complete.
Additionally, after users finish their first personality quiz, they are immediately guided to either view their personalized job matches or explore the home screen. This smoother transition helps maintain momentum, keeping users engaged and encouraging deeper interaction with the app from the start.
Solution 1
Simplifying Onboarding to Drive Engagement
The original work history flow was fragmented across multiple screens, creating friction and uncertainty for users during onboarding. From a product design perspective, this complexity hindered task completion and disrupted the user journey.
To streamline the experience, I redesigned the work history section into a single, consolidated screen—making it easier for users to input key details like job title, company, and dates without losing context. I also introduced a tutorial screen to guide users toward completing Quiz 1, clearly showing how it connects to discovering better job matches.
Post-quiz, users are immediately shown a personalized job screen that surfaces relevant insights and roles—creating a smoother transition from onboarding into meaningful app usage. This new flow not only reduced drop-off but also increased early engagement by aligning the design with user motivation and goals.
Solution 2
Refining Sign-Up for Accessibility
To create a more inclusive and user-friendly sign-up experience, I redesigned the screen with a focus on clarity, flexibility, and visual balance. Rather than limiting users to Google or Facebook login, I introduced a traditional email and password option—supporting a broader range of email providers and user preferences.
From a UI perspective, I replaced oversized third-party buttons with compact, recognizable icons (Facebook, Apple, Google) to streamline the layout and save screen space. I also removed the distracting gradient background and applied a clean, solid primary color from the design system to reinforce brand consistency and improve visual hierarchy. The result is a more accessible, modern entry point into the app that accommodates diverse user needs while elevating the overall design quality.
Solution 3
Redesigning the Home Screen for Clarity and Engagement
To support stronger engagement beyond onboarding, I redesigned the home screen to guide users more effectively toward completing quizzes and discovering relevant jobs. The previous layout lacked focus, making it difficult for users to know what actions to take next.
In the updated design, I simplified the visual hierarchy and navigation to surface key actions—like taking a quiz or exploring job matches—more clearly. I replaced the cluttered quiz arch with a straightforward progress bar, adjusted the quiz color palette for accessibility, and gave greater visual emphasis to the “Take Quiz” button. Instead of showing random company logos, the home screen now highlights job matches, giving users a direct path to explore personalized opportunities. This update transforms the home experience from passive browsing to meaningful action.
Measurable Success
Impact Through Smarter Design
The second version, launched in late September 2019, delivered clear gains in usability and engagement by focusing on clearer flows and actionable interfaces.
Onboarding Completion ↑ ~65%
Redesigning the work history step into a single, intuitive screen led to a jump in completion—from 52.7% in September to over 64% by November.
Job Search Engagement ↑ ~40%
Moving job search entry points to more natural moments in the user journey helped boost exploration—from 19.94% to 44.42%.
Quiz Completion ↑ 60%–117%
By making the “Take Quiz” button a primary call to action and improving hierarchy, we saw quiz participation more than double.
Visual Design Showcase
Scroll down to view more visual design images!
