In growing Nomad Health's business-to-business (B2B) capabilities, an important goal was to give internal account managers the ability to run promotional campaigns to boost applications for specific blocks of jobs.
My role was to design an in-product merchandising experience that would add value for both users and business partners.
For this project, a rapid ideation approach was needed, generating many options that could lead to novel solutions. One of the first challenges to overcome was a negative reaction on the part of users as well as stakeholders to the idea of adding advertising to the product, which many saw as an anti-pattern. At the same time, various strategies were already underway to boost applications across all jobs on the platform, so to give promoted jobs an additional edge required a unique approach.
How might we increase the "surface area" of the user experience to create more impressions for promoted listings?
How might we call out aspects of a promoted job or facility that appeal to certain kinds of users?
How might we add value to the experience of exploring the offerings of a specific business partner?
How might we offer an alternative job search experience centered around facility partners?
How might we leverage facilities' branding and reputation to appeal to travel clinicians?
How might we extend users' trust and loyalty in the Nomad brand to encompass its business partners?
Results from a focus group testing 12 card prompts and 16 interaction models.
Ideation and testing with users revealed many insights that helped to define how a merchandising flow could serve user needs. Users shared a number of pain points that could be uniquely addressed in a promotional strategy.
As a user, I want transparency about the progress and turnaround time of my application, so I can plan my travels and avoid bureacratic barriers.
As a user, I want to know more about a facility's culture, specifically with regard to travelers, so I know whether I will have a good experience working there.
As a user, I want to understand the geographic context of different job options, so I can compare commute times and proximity to housing.
As a user, I want to compare jobs based on my expected take-home pay after living expenses, so I can maximize my income from traveling.
Base interstitial card — flexible design with Nomad branding. Shipped in one quarter with immediate 10% increase in impressions and applications.
Value-based campaign — analogous to a supermarket 'endcap,' jobs can be showcased based on certain attributes and selling points.
Location-based campaign — offers a uniquely valuable map interface that showcases jobs within a promoted regional health system.
Ratings and reviews — a universally requested feature in nearly every user interview. Users value fellow travelers' reports over any other factor, including pay.
