Accurate hiring made easier through design

Impress.ai is a cloud-based HRMS software company based in Singapore. The impress.ai team wanted to redesign their existing website to ensure that it was updated with modern design conventions, while also being SEO-friendly to attract new customers and visitors.

The challenge was to create a website which is easy to navigate & follows the contemporary design trends. We were assigned with a task to redesign the website that would not only encourage potential customers, but also attract people to join the impress.ai team.

First, the Lollypop team got to work and began understanding the impress.ai platform. Using AI-powered tools, impress.ai is a HRMS platform designed to select candidates for appropriate roles and track every step of their candidature throughout their interview process, from initial interviews to the eventual onboarding process.

During the discovery phase, we wanted to understand how impress.ai is viewed by it’s users; B2B customers, who would be interested in using the platform in their own organization, and people who would be interested in knowing more about impress.ai and joining their team.

To define the website design requirements, we worked together with the impress.ai team to understand their vision and the core principles that they wanted to communicate, for the new website. We discerned, the impress.ai team wanted to communicate to both businesses and users that the platform was designed to be a fairer recruitment platform, designed to eliminate not just bottlenecks in traditionally manual systems, but also any subconscious biases against people from different backgrounds, whether by spiritual belief, racial ancestry, or social community.

To tighten down our research, we looked into existing users, competitors, and crafted the Business Requirement Documentation. Once we were able to understand the market space impress.ai was operating in, we got to understanding the eventual users that would be visiting the site. From decision makers in companies to prospective employees, we created user personas that would accurately define the target users for the website. This user persona report was bolstered by empathy maps and journey maps, and finally defined by an information architecture for the eventual sitemap.