After about a decade of amazing growth—and one-off updates—ZipRecruiter.com was a little disjointed. Even though we spent millions of dollars a month to drive traffic there, the site as a whole had no formalized owner or process. With the company marching towards an IPO, I made it my mission to make our website a priority.
Through some reluctance, I convinced marketing leaders to prioritize our marketing site by outlining the problem, illustrating the value to the business, and proposing a plan to get it done without impacting other initiatives.
Some of the most effective slides from my presentation are shown below. The first two illustrated how disjointed things had become. The second 2 communicated the value that a design system would bring to the designers and FE devs.
We limited the scope to the site navigation and 45 high-traffic URLs and divided the work into 3 areas:
Involving our FE engineers at this phase was crucial to creating a dynamic of shared ownership. They were excited to help document findings and build the design system and website that our brand deserved.
Designers: Erik Arildsson, Christina Van Lepp
Copywriter: Kate Seldman
Front End Partners: Weston Radcliffe, Jeff Wei, Gaby Dilley
Creative Ops: Jenn Yang