Empowering Brokerage Managers to Recruit Talent
Overview & Product Summary
Brokerage mangers think about how to attract and retain the most talented agents, and the competition here is intense as brokerages in the country are engaging in a recruiting war. They need to find agents that best fit their needs and the culture of the brokerage.
Moxi Talent is an automated and multiple listing service data driven recruiting CRM for brokerage managers. It provides them suggestions for potential candidates that match their desired performance of agents to be recruited and the appropriate flow to reach out to these candidates. It also provides the right tactics for mangers to retain agents in their offices.
My Role
Product design for the recruiting portion of the CRM. I worked closely with the product manager and stakeholders to define the concept, lead and facilitated the workshops for the design sprint, conducted the user research and lead the interaction and the visual design.
Timeline & Process
The timeline of the project was two sprints that covers the discovery process, a five-day Google Design Sprint with user validation, defining MVP, and internal stakeholders' approval.
Design Question
How can we create a recruiting CRM that caters brokerage managers' different recruiting needs in reaching out to an agent, and enhances their current experience?
Discovery
We surveyed around 125 brokerages, and we were pretty confident that recruiting and retention is the top goal for any office and brokerage for the past few years.
Qualitative data was collected during an office visit to focus on the Brokerage Manager position and understand what this person actually does for the office and agents within. Our main focus was brokerage managers' process of hiring candidates.
Ideation & Prototyping
We conducted a five-day Google Design sprint covering the ideation process and had multiple sketches for how users will move between two main features; searching for agents and handling the recruiting process. We defined the recruiting process to:
Awareness phase where a brokerage manager reaches out to an agent.
Consideration phase where an agent is considering the brokerage.
Negotiation phase where the final agreement between a brokerage manager and agent is being set.
I prototyped the voted upon sketches, with the above phases, and had it ready to test.
Research & Findings
Five brokerage managers from different brokerages, participated in a task-oriented usability study. They answered general pre-test questions to determine their recruiting behavior. Then went through multiple tasks for the created prototype, and finally answered post-test questions regarding the presented flow.
Manager’s Goals
Searching to find candidates in the market that match my desired office performance and brokerage culture, is a hurdle.
Provide a unique value to an agent and earn an agent trust to hang their license with me.
Managers' Pain Points
For the first phase of recruiting, we do not have pre-defined task list that we can follow but afterwards we do.
Having other duties in hand, I forget where in the process of reaching out to candidate I have left off.
Wireframes & Concepts
Research insights became our design principles, and knowing that the search flow is complex for our personas, I decided to create a recruiting profile where an office manager defines the office performance that they are looking for and the system matches the profile and show candidates accordingly, this way we decrease the hurdles of search and find the right agent.
Recruiting profile with the criteria used for brokerage managers to define their desired agent's performance. Once profile is set, search narrows down to candidates that match this criterion.
Dashboard lands on matched candidates with a percentage of how closely the candidate is a match. Dashboard includes a linear flow for the recruiting pipeline.
Candidate profile showing to what level the candidate's Performance matches the recruiting profile.
Conversational UI Decision Tree
I created a conversational UI decision tree where the system will suggest to brokerage managers to reach out to candidates that match the recruiting profile, create tasks for their next steps and allow them to add notes to remember where they left off with that agent.
Dashboard Iterations & Designs
Dashboard with a focus on office recruiting goals, how many candidates are in their recruiting pipeline, and what's next on their to do list. Some items in the to do list are generated from the user interaction with the decision tree.
Digging into each pipeline shows available candidates and actions needed for each agent depending on where a brokerage manager left off.
Candidate profile showing to what level the candidate's performance matches the recruiting profile set by the brokerage manager, their performance in each criterion and how they resemble other agents in the office.
Successes and Outcome
The sales team were able to sell the product before using the prototype and concepts created because it was one of a kind in the market at the time.
Reflections
Leading the five-day Google Design sprint was enjoyable with a lot of preparation before hand to ensure a proper construction for the workshop. The sprint was a great way to get stakeholders to participate in the ideation process and share knowledge early in the ideation process. Moreover, I tested the prototype on the fifth day of the sprint and had valuable feedback from our users that shaped the product’s first designs.
If I would change one thing, I would have conducted another user research after the design iterations to test the direction the product was taking especially with the decision tree approach.