Designing Trustworthy Landing Page
Kamratib.com: Add and posting salary & benefits information from a job role or a company.
The Problems : Why do you need my information? who are you?
Few months ago, Nawaf, one of my friends in Dubai contacted me asking for collaboration for one of his initiation project called kamratib.
Its a salary and benefits information website, but i need to show to the user this website is trustworthy.
Trustworthy that is the keyword. I tried to search a website that offering service about salary and benefit data information, and i found that i need to register first without being told why i need to do that. when i found a website that didn’t need me to register, it just showing a salary numbers for certain job in monthly or yearly.
When i do the registering process, a lot of question pop up in my head and also full of guessing. for me its untrusted experience.
On the next day i decide to take a look on kamratib website and discuss it with him. He got stuck to designing the landing page for bring trustworthy experience to user. In this article I’m trying to explain my ideas and process on how i design the landing page.
The Goals
On this project, the important point that should i pay attention :
- not to make user questioning a lot and each section has clear information to answer they WHY from user.
Control, Improvement & Motivations
so there are 2 goals in here :
- A landing page that lead user to add information to access the salary
- Clear step what information need to be fill up.
Understanding the user
In order to get all the salary information, the user need to fill up a job information from the job title, company name, location and the base pay. those information are confidential for a lot of user to share.
Writing down your base pay as sharing salary information still a taboo for employee. There is a lot more benefit to know about salary range. I’m highlighting 3 points about sharing salary :
Control, Improvement, and Motvations
Those confidential data also become a concern for the user to decide using kamratib website.
Hero section : Clear context and purpose
Hero section is the main power of a product. Clear context of why kamratib was build is : to give you information how much you worth in a job industry or company from your salary and compensate.
The purpose for kamratib was generate a user to ad their salary information and sign up with us. User also have their own purpose, to know how much they worth in a certain company and in a certain job role.
The form on hero section i make it visible in a human scan, with a outstanding orange button to add a salary.
The “Want to know how much”
We are focusing to the user that already work in a company. those people already have in mind, i want to know how much the average salary for my positions?
Those curiosity can lead to another step like how much i’m worthy in the job market among others with my certain experience year? or even a question like why i need share my salary data.
The why we build this services
We want to give you clear information that will help you designed your career path in the future. Whether you want to apply in a company, negotiating your salary, or start receive a freelance project.
Those copy is for answering the WHY from user. In those copy we offering the value of kamratib in designing user career path based with this services
Brand Nike for example. Nike offering value Just Do It and make it as a tagline. Nike also give a more value by using some certain topic, for example Nike make a shoes from recycled material.
Control, Improvement, & Motivation become a highlight point from us. we want our user know the aim of our services.
Hook to add salary
We want user to catch the CTA button easilly. most of the CTA button direct to form add salary. before they do actual sign up, they need to fill up some information about their job role.
Fill up a form is something that most of user avoid, it takes a long step, or sometimes we don’t know what we need to fill again.
during the fill up job data, visibility of how many step to fill the form is important, and also clarity for what kind of information that user need to fill up.
Job information is confidentials, that the user need to know why they need to fill the form.
Its an act of contribution to the community. you can get detail information about salary, benefits, and others in a company or certain job role that submit by others.
We decide to go anonymous as the taboo effect of sharing salary among employee. if user find someone they know with same position and better salary and benefits, there will be 2 side effect, motivation and de-motivation. We want to avoid that de-motivation feeling and convert it into a motivations part
Sign up and you are ready
At the end of proceed of adding salary, we are asking the user to register to our services in order to proceed the previous data.
with this approach, we can get 2 data :
- User data (by sign up)
- Salary data
The Design Process
What i aim for the design is to create a delightful and trustworthy experience for the user.
During the design process, i make a Low-Fi Prototype to get more focused on the layout designing. I tend to do explore more when i do Hi-Fi Prototype in the beginning. it will be slows me down. do the Low-fi and then Hi-fi makes me more focused when doing design process.
The Lo-Fi Prototype
The Hi-Fi Prototype
Take away and reflection of my process
This project still on developing process but i got a permission from my friend, Nawaf to publish it.
During this design process, i need more research to the real user, as the real user will be for Arab country and due to the limitations, i just conduct a small research through internet. I also do some comparison between similar product to compare the flow experience to get a salary data.
The challenge is on Trustworthy Experience i do some small research for that too and get 2 important points why they do not share salary information :
- De-motivation
- Internal Conflict between employee
From those side i try to reverse my research why do people should share a salary. I believe every negative take away must have a positive side.
This product also can be develop to other product category that related to salary. It can be a compset for the HR to compare if their company paid fairly, or job posting and job seeking.
If this product will developed again to the next, i will wrote my study case again with the better approach.
