About Revelo

Revelo is the largest technology company in the human resources sector of Latin America, offering a recruitment and selection platform that connects candidates to jobs in an agile and humanized way. The startup has already raised over US$ 20 million in investment rounds and has become the most invested HR company in Brazilian history.

My role

My role as a Designer lead was to redo the structure of the site map; review, organize and recreate the branding foundation assets; and manage the team to ensure that our design system has been followed.

The challenge

We had some problems to go across when I first started to work on developing the site architecture, which were:

  1. Design inconsistency (perhaps the biggest problem in product development).
  2. Lack of user journey understanding.
  3. High bounce rate on the home page.

Heat map research

How we solved

The first thing I did were making a quality research to understand what we should change first, and how to approach the design inconsistency. All the pain points led me to follow those steps:

  1. Map the user journey.
  2. Revisit the design system, simplifying tokens and building a decision tree to help the design consistency across multiple areas.
  3. After finishing the interface inventory, it was time to run AB tests to improve our site and rebuild the main structure.
Design system simplification

Test

Our main hypothesis for the bounce rate in our home page was the lack of use of the search bar, which would led to the lead conversion for our product.

To help increase the engagement, I made these modifications:

  • Improve the semantics of menu buttons, reducing possible user confusion
  • Ensure a more recognizable search bar appearance (affordance)
  • Decrease distraction by replacing CTAs with relevant information on the first scroll

Results and lessons learned

The experiment was a success! We could reduce the bounce rate by 79% and increase the acquisition by 5% just in the home page.

It was a great way to understand some basic things. So I implemented kind of a checklist to solve problems and start any workflow:

  • Break the problem into steps.
  • Between being creative and being clear, choose to be clear.
  • Data and metrics serve to guide you. Don’t fight what it’s trying to show you.

And then what?

After those discoveries, I started collecting data and working with the growth team to update all our website and landing pages.

Benchmark research

With all the data and the user mapped, I created the first architecture for the B2B funnel acquisition:

We kept doing more research and tests, always trying to increase conversion from our homepage and product funnel.