Unified visual identity for Indeed’s end-to-end user experience

Type: A long-term strategic effort focused solely on governing the quality and craft of Indeed’s user experience design.

Owner: Brand Systems

Contribution: Creative Lead

Timeline: 12 months

Approvers: Product GMs, VP’s of UX

Stakeholders: Product, Product UX, Design Systems, Design Engineering, DevOps

Goal

Change the product to reflect our new visual language and evolve the design to support the changes without negatively impacting the user experience and business goals.

Team

Sr. Director: Dave Nguyen

Program Manager: Frank Herprin

Creative Lead: Nathan Hardy

Content Manager: Taylor Dugan

Sr. UX Designer: Frantisek Kusovsky

UX Designer: Carl Bean-Larson

UX Designer: Chris Cromwell

UX Designer: Stephen Jordan

Engagement model

In order to begin planning for the full system rollout, I developed a shared framework to triage all design efforts needed based on each team’s internal capabilities and priorities.

LOW: My team’s designs shipped

MID: My team collaborated with a product to ship

HIGH: My team was embedded with product to ship

Roadmap

I defined and developed a cross-functional roadmap that included surveys, auditing, design proposals, testing goals, and timelines for Indeed’s Job Seeker, Employer, Enterprise, Marketing Web, US, LATAM, and APAC product experiences. This roadmap was used as the source of truth to ensure all dependencies were agreed to and met, ensuring a successful outcome.

System testing

I led the collaboration with product teams on both sides of Indeed’s marketplace to reconfigure the existing product screens with a fully branded and accessible color palette, a new icon system, and a type ramp.

With these subtle but impactful changes to the product experience, our in-product testing led to statistically significant increases in usability among Indeed’s KPI’s.

Rollout and adoption

Led a UX systems audit of all product screens to evaluate design impact.

Lead the design teams in proposing design updates that leverage the visual identity.

Deliver reference designs to Indeed’s Product teams and coordinate design changes for all user flows.

Execution

We tested our hypothesis by developing a prototype of the Interview Room in light mode and conducted a thorough user research test. Participants were guided through an end-to-end interview experience, exploring key features and usability aspects. We also conducted a qualitative comparison between light and dark modes, gathering insights on user preference, brand alignment, and overall satisfaction.

The analysis showed:

Improved completion rates: The light theme not only maintained the interview completion rate but improved it by 3.1%.

Higher satisfaction scores: User feedback indicated higher overall satisfaction across key metrics, including professionalism, ease of use, and engagement.

Distinctive brand presence: Users consistently identified the light mode as feeling more like Indeed, reinforcing our brand identity in a competitive space.