Digital Customer Journey
Digital customer journey is an AI-supported application designed to streamline the recruitment process. Its objective is to assist HR professionals in processing applicant information in a more time-efficient and dynamic manner. This research project is a collaboration between University of Lucerne and Migros.
Tools
Figma
Role
Product Strategy
Design Lead
Visual Design
01
Problem
A lack of human resources in the HR department reduces the ability to identify suitable candidates in the applicant pool in a short period of time. This is further intensified when preconfigured settings are used to reject candidates based on the occurrence of certain keywords before the recruiter has had a chance to review the candidate's dossier.
02
Research
The analysis of interview data indicated that candidates would prefer more transparent communication regarding the status of the application process, with a view to reducing their uncertainty. Furthermore, a considerable proportion of applicants perceive themselves to be anonymous entities within the applicant pool, as they are frequently not invited to interview or even to receive a response, thereby lacking the opportunity to demonstrate their capabilities. Conversely, recruiters have indicated a preference for identifying candidates who best fit the requirements of the position. However, this process is time-consuming, as they first have to carefully scrutinise all the documents submitted.
03
Solution
A proposed digital integration of soft skills into the recruitment process aims to create a balance between evaluating hard and soft skills, reducing the risk of unintentionally excluding candidates based solely on hard skills. For instance, interpersonal questions often asked during interviews could be gathered in advance to support the selection process. A percentage score is generated from the collected data, and an optimized dashboard enables recruiters to efficiently identify and assess top candidates. Additionally, a live update feature has been implemented, allowing job seekers to see when recruiters view or forward their documents.
04
Key Take Aways
The data shows a significant improvement in guiding recruiters on which candidates to prioritize, reducing the time spent reviewing candidate documents. It has also enhanced transparency in communication with job seekers, enabling clearer and more effective interactions. Additionally, job seekers have reported that the personalized approach to designing questionnaires makes them feel valued and human, rather than just a number in a pool.