Apli App Case
User Experience for Gig Economy Job Seekers
Introducing a comprehensive study and redesign of the Apli app, aimed at understanding and addressing user retention issues in the gig economy job application process.
Client
Apli
Services
UxUi User Research Visual Design Product Design
Industries
Human Resources
Date
August 2018
*Project Overview* Apli is a platform designed to connect candidates with temporary gig opportunities. Despite its utility, the app faced a critical issue: high candidate turnover, with fewer than 50% of users returning after their first month. The goal of the redesign was to address the reasons behind this low retention rate by improving user engagement and job-seeking satisfaction. *Challenges* Initial research uncovered several pain points: • Lack of clear communication about job expectations. • Overwhelming number of listings with inadequate filtering options. • Uncertainty regarding shift availability and payment clarity. • Minimal guidance on employer evaluations, leading to mismatched expectations. These issues caused users to feel frustrated, impacting their ability to secure recurring gigs, which in turn reduced retention. *Process* 1. Research & Discovery To better understand user needs, we conducted in-depth user interviews with current gig workers on the platform. Additionally, we implemented a shadowing process, observing candidates throughout a typical workday to gain first-hand insights. A key component of our research was interviewing churned users, candidates who had used the app once but did not return. Their feedback was instrumental in uncovering major pain points, such as confusing job descriptions and unclear payment schedules. We also engaged with stakeholders to align business goals with user experience. These insights, combined with data analysis, informed the creation of detailed user personas and a Jobs-to-be-Done framework. This helped us map specific needs and motivations, guiding the design process towards solutions that would improve user satisfaction and retention.
2. User Personas & Job-to-be-Done Framework Based on the research, we developed two core user personas: • Carlos, a student who used Apli for part-time gigs to fund his education. • Ana, a full-time gig worker relying on Apli for regular work opportunities. These personas helped guide the features that would address their primary needs: efficient job discovery, trust in employer reputation, and clear shift logistics. 3. Redesign Strategy With the user pain points clearly identified, we developed a strategy to focus on three core areas: • Job Filtering and Personalization: We implemented advanced filtering options based on location, skill set, and preferred industries. Additionally, personalized recommendations based on previous jobs accepted were integrated, allowing users like Carlos and Ana to find relevant gigs faster. • Employer Ratings and Reviews: We introduced a more transparent rating system for employers, making it easier for candidates to choose jobs based on past employee feedback. This helped reduce anxiety regarding new gig opportunities and mismatched expectations. • Shift Details and Payment Transparency: A simplified shift breakdown was introduced, outlining responsibilities, hours, and payment schedules upfront. Users could now see clear deadlines for payments and track the status of completed shifts within the app. 4. Wireframes & Iteration Low-fidelity wireframes were created and tested in quick iterations with a select group of gig workers. Feedback from these tests led to further refinements in the job card design, where key information such as payment per hour and job location was made more prominent. Conclusion The redesign of Apli Candidate App successfully addressed the platform’s retention problem by improving user satisfaction, trust, and the overall experience of finding gig work. By focusing on usability and clarity, the app now provides a smoother path for candidates to secure recurring job opportunities.