Redesigning Unsubscribe
Experience for
Email Alerts

OVERVIEW

JobStreet is southeast Asia's largest online employment company, which helps job seekers find the dream job and hirers to find the right talent. Notifications matter a lot during the job hiring process, and JobStreet makes it possible with emails. JobStreet has three email products.

  • Welcome email

  • Job recommendation email

  • Job alerts

ROLE & DURATION

Lead Product Designer for Notification​

User Research, Interaction, Visual Design, Prototyping & Usability Testing.

March 2020 - April 2020

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TEAM

We are a squad of 5 members. a Product Manager, Data Analyst, developers and myself led the design efforts.

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PROBLEM

We analyzed survey feedback implemented in Job recommendation emails, there was a lot of candidate negative feedback regarding unsubscribing from the emails. So, we had deep dive into the problem to understand the “why”.

PROCESS

Following the Double Diamond design model we developed a custom plan which is divided into three stages:

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Discover & Define
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Design
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Validate & Evolve
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Discover & Define

Research, understand, uncover pain points, insights, formulate a hypothesis.

Research

 We had different sources where we could gather insights quickly. The No.1 source is Customer support teams will receive the complaints through phone calls and emails. They are considered to be more accurate because they interact directly with clients. We also have the surveys integrated part of the Job alert emails, asking about satisfaction. This method also includes a higher level of accuracy because being selected for a job is an effective procedure for people.

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Customer Complaints 

The customer service team is the main channel to access the complaints database, it's an opportunity to improve. Here are some of the complaints received during the workflow.

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Based on the customer support team's monthly report.

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Survey Responses

We referred to the survey results, which are embedded with the emails, and we found that the top reason which is impacting their satisfaction is "Difficult to unsubscribe from the email alerts".

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Based on the past six months survey data collected via survey monkey.

Finding answers to “Why”
" why the user-facing issues in the current unsubscribe journey, Is there any problem with the current experience? "
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WHY IT'S DIFFICULT TO UNSUBSCRIBE

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WHY USERS HAVING PROBLEM IN UNSUBSCRIBING

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WHY IT'S DIFFICULT TO UNSUBSCRIBE

Customer Journey (Current)
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We decided to revisit the current unsubscribe journey and identify the pain point to formulate the hypothesis. We mapped the current unsubscribe journey from start to end. Using the current journey, the user must log in to the JobStreet portal and make seven clicks to complete the unsubscribing email. It's a quite complex flow.

Interaction Design (Current)
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EMAIL
LOGIN
HOMEPAGE
MY PROFILE
LINA JOB ALERT
EDIT ALERT
Market Research

We researched how other brands deal with the unsubscribe experience, which helped me make some strong recommendations to the stakeholders. We found out that most brands do have their separate unsubscribe flow without logging in to their portal. Some of them ask why unsubscribing could be the critical insight and opportunity to know the user's pain point.

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INDEED
LINKEDIN
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UPWORK
Brainstroming

We had conducted the quick design workshops between Product, Design, and Technology stakeholders. In addition, we did problem-solving exercises to understand the gaps, challenges, opportunities, and the minimum viable experience given to the users.

GAPS

USER NEEDS TO LOGIN

USER NOT AWARE OF THE NEXT STEPS

BROKEN FLOW

CHALLENGES

TECHNOLOGY CONSTRAINTS

USER NOT AWARE OF THE NEXT STEPS

OPPORTUNITIES

GET THE REASON FOR UNSUBSCRIBE

MINIMUM VIABLE EXPERIENCE

SOLUTION WITHOUT LOGIN

2-CLICK SOLUTION

SIMPLIFIED USER JOURNEY

Problem Framing

We compressed the pain-points into 3 main categories

1

Unnecessary Login

User had to log in to the portal in order to enter into the unsubscribe flow.

2

Ambiguous User Journey

The customer journey was not straightforward, it's complicated.

3

Number of Clicks Matters

No. of clicks required to complete the unsubscribe is more than Seven clicks.

Design