since the service's inception, there have been two separate roles as «customer» and «performer» combining different professions: from casting director to producer, from model to photographer.
users had 17 professions to choose from, with different questionnaires, access and opportunities. however, focusing on the mass user in the media industry, we realised that this list needs to be increased, so as not to fall behind competitors and lose potential customers.
to systematically increase the number of professions, the update had to include the possibility of their subsequent scaling without involving additional resources. the update, among other things, had to eliminate confusion about professions and their roles, as well as to motivate users to fill in the data in their questionnaires.
both customers and performers, in addition to the many steps of registration, had a fairly large number of fields to fill out data about themselves, many of which were left blank, as had no value.
it was clear as day, the roles had to be combined. after all, in the future, when we change access to functionality, expand the pool of professions and reduce the kilometre of questionnaires, the service will become more accessible and will attract new users.
the single personal account format meant creating professions as separate listings, and fit perfectly with the recent update to the bulletin board castings.
marketing with its analytics, forecasts, and proposals, just like in any other company, greatly influences product development. so marketing people came to us with their requests, from which they should have been guided:
- it is important to update the display of information in the profile;
- it is important to provide the ability to add users to colleagues, subscriptions, collections;
- it is important to provide for the possibility of posting services, ads and feedback by each of the users;
- it is important to revise user forms (to introduce information about education and work experience)
lack of motivation to fill out the questionnaire among users prompted the team to conduct several in-depth and follow-up yu-tests to find out the relevant information that the user wants or would like to contribute in the future.
first of all, we needed a basis for testing, a standard questionnaire with profession fields, which would help us understand which fields we need to add and which we need to permanently remove. so after trying popular job search services, hh.ru was chosen, with its extensive list of professions and systematic approach to questionnaires.
during testing, we expected to learn more details about:
- productions and professions (whether they correlate with the scale of the teams);
- the parameters by which professionals are chosen;
- portfolio (what it is for production and how it differs between professions);
- experience in projects, theatre, movies (why they are needed and what they should be);
- problems in finding and hiring professionals;
- professional verifications (requirements, reviews);
- independent experts in the industry to evaluate professionals;
- templates that are followed when publishing ads
the conclusions led us to the realisation of two directions «companies» and «professions». the first included companies for the organisation of castings and their provision, the second - the professionals of the production.
the original appearance of the personal offices did not allow them to be combined into a single whole by a simple action, so it was proposed to take a basic template to which users were already used to, and on its basis erect new walls.
professions had their own questionnaires, which were filled out already after registration, which helped significantly increase their search and browsing rates in the service registration update.
professions also began to be placed in a separate feed of professionals, where users became available for the purchase of services to promote their profiles as ads.
as a result, we increased the number of available professions to 72 questionnaires, and according to the counters we saw an increase in visits to professions by 3 times (from ~6400 to ~19200 visits per week.
in addition, we noticed a high demand for the promotion of profiles from the direction of «professionals» in the general feed compared to castings, where the average:
- one-time rise in the top used every 2nd user;
- one in five users used the weekly fixation in the top