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

Cover-Image.png
icons8-working-with-a-laptop-48.png
ROLE & DURATION

Lead Product Designer for Notification​

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

March 2020 - April 2020

icons8-conference-foreground-selected-sk
TEAM

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

icons8-error-48.png
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:

Triangle.png
Discover & Define
Hexagon.png
Design
Inverted Triangle.png
Validate & Evolve
Triangle.png
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.

Research Quotes.png
icons8-complaint-48.png
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.

Quote 02.png
Quote 01.png
Quote 04.png
Quote 03.png
Quote 05.png
Quote 06.png

Based on the customer support team's monthly report.

icons8-poll-48.png
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".

Survey.jpg

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? "
Sticky.png

WHY IT'S DIFFICULT TO UNSUBSCRIBE

Sticky.png

WHY USERS HAVING PROBLEM IN UNSUBSCRIBING

Sticky.png

WHY IT'S DIFFICULT TO UNSUBSCRIBE

Customer Journey (Current)
Old Flow.jpg
Old Flow_BG.png
Old Flow.jpg

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)
Old Flow_BG.png
Old Screens.png
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.

Old Flow_BG.png
market-research.png
INDEED
LINKEDIN
LINKEDIN
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
Sticky.png

USER NEEDS TO LOGIN

Sticky.png

USER NOT AWARE OF THE NEXT STEPS

Sticky.png

BROKEN FLOW

CHALLENGES
Sticky.png

TECHNOLOGY CONSTRAINTS

Sticky.png

USER NOT AWARE OF THE NEXT STEPS

OPPORTUNITIES
Sticky.png

GET THE REASON FOR UNSUBSCRIBE

MINIMUM VIABLE EXPERIENCE
Sticky.png

SOLUTION WITHOUT LOGIN

Sticky.png

2-CLICK SOLUTION

Sticky.png

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

Ideate and Visualize the solutions which can be validated and iterated.

Hexagon.png
New User Flow

After the design workshop, we had come up with a new flow, where the user could unsubscribe with Two steps and without logging in to the website. We had decided to go with this new flow, trying to give the optimum experience for the users. We wanted to know the "Reason for unsubscribing" to use these insights to improve email engagement.

New Flow.png
star.png

New Opportunities from the new approach

Since we are getting the reason for the unsubscribe, it’s an important insight and opportunity for us to know the pain points of the user. We could move that into jobs to be done.

We thought of uncovering the reason for the unsubscribe. We did a small card sorting exercise to decide a list of reasons to be displayed in the dropdown. Here is that list,

  1. Your emails are not relevant to me.

  2. Your emails are too frequent.

  3. I don't remember signing up for these emails.

  4. I no longer want to receive these emails.

  5. The emails are spam and should be reported

  6. Others

CTA button for the unsubscribe successfully message "Search for Jobs". We could have used the normal "OK" or "Done" buttons.

We wanted to redirect the user to the JobStreet.com home page by having a CTA in the Unsubscribe Page to bring more traffic to the website.

Wireframes.png
Mockup_01.png
Mockup_02.png
Mockup_03.png
Inverted Triangle.png
Validate & Evolve

Test, measure the results, constantly monitor and improve.

icons8-improvement-48.png
Results

We wanted to validate our hypothesis with the limited users first and scale it to the rest of the market after seeing the results. We did the A/B testing and we had experimented with the new unsubscribe only in Malaysia Market. A - Group (New Unsubscribe Flow) and  B - Group (Old Unsubscribe Flow). We initially released it to 50% and wanted to scale it once we see the results.

Total No. of Subscribers in Malaysia

8 Million

A - Group Experimented

4 Million

B - Group Experimented

4 Million

Duration

2 Weeks
Results.png
99%

Task Completion Rate for Group-A (New Unsubscribe Flow)

The results were quite possitive and task completion rate was almost 100%

Results.jpg
icons8-intelligence-48.png
Project Takeaways

I) Prioritize the complaints in the customer feedback channels 

Consistently refer to the customer feedback channels like surveys, customer support tickets and use that insights to understand the user's pain point. Take this as an opportunity to improve the customer experience.

II) Keep an eye on what your competitor does 

Even if we have a clear definition of the problem it's still good to refer to how other brands approach this problem, how they solved it, and why they chose the particular approach.

III) Do not launch until you have the strong evidence

Once we have the solution for the problem either do the usability test with the small user group or do the A/B Testing with a limited group, validate the results and scale it to 100%.

Next Steps

After seeing the results team was very happy and we were planning to scale it to 100% in Malaysia and other countries. The next step to do the research on user's email engagement levels to find out why they are dis-engaged and why they want to unsubscribe.