HerKey
overview
HerKey (formerly known as JobsForHer) began a redesign of its entire application with the vision of becoming the biggest community platform for women in India.
The goal of this particular project was to identify any usability issues with HerKey's old platform and determine the critical features to prioritize for the next iteration of the product.
background
HerKey is a Bangalore-based career platform with the focus of empowering women. Learn more what HerKey does.
I collaborated with HerKey alongside my team at Flooid to redesign their platform, taking the lead on UX and UI for several core areas of the application.
I've grown a lot during my time at Flooid, especially through leading the HerKey redesign. Here are some key highlights:
Led a design project: My first time leading a design team—I managed stakeholder expectations, built project timelines, and helped plan platform features.
Improved usability: The old JobsForHer platform hadn’t been tested for usability. We ran heuristic evaluations to identify issues and made major improvements to the user experience.
Boosted engagement: I developed an engagement funnel to drive interaction with new features. Both ‘Feed’ and ‘Sessions’ saw an increase in user activity.
Built a design system: This brought consistency across the platform and helped Engineering and Product teams understand the reasoning behind design decisions.
the process
Our process at Flooid was based on the Double Diamond Theory. We aimed to incorporate the key phases of Discovery, Definition, Ideation and Implementation for HerKey.
the problem
Before I was onboarded to this project, Flooid had conducted 20+ primary user interviews about JFH and took notes. The interviews questions varied from personal, pain points, awareness, aspirations and goals.
My research encompassed:
Understanding the user goals and needs
Uncovering pain points with the existing user journey
Determining the success of the tasks measured
Competitor benchmarking
Understanding business goals and needs
gathering insights
After reviewing the research, we used affinity mapping to spot key pain points, grouped them into themes, and linked them to platform features.
We conducted a workshop with HerKey to prioritize features based on user impact and business goals. I mapped out a design timeline that tackled urgent usability issues and helped shape the product roadmap for the next quarter.
With over 90% of JFH users on mobile, a mobile-first approach was the clear design priority.
scoping down the work
Based on the user interviews conducted with 20 users on JobsForHer, we found the following key issues:
95% saw JobsForHer mainly as a women’s career site, missing other features like events and learning.
56% couldn’t build professional connections—networking tools felt lacking.
40% were actively looking for mentorship and learning, but current features didn’t meet those needs.
16% reported visual clarity and accessibility issues.
Users also wanted to share content about their experiences, learnings, and achievements.
wireframing the solution
Based on the above problems identified, I worked towards addressing these pains by coming up with potential solutions:
Shift primary focus from job search to other features
Promote learning and networking through drop-in audio rooms called "Sessions"
Improve onboarding for better personalized platform experience
Establishing clearer visual hierarchy and clarity throughout the platform
Fix interaction issues
Optimize content creation with quick start templates
We hosted several workshops focused on refining the content flow of the feed page, with the goal of enhancing the overall content creation process.
I mocked up wireframes* to gather feedback from Product, Engineering, and a few internal users on all user-flows for each feature. This included establishing a standardized visual hierarchy and layout for the entire platform.
*Starting with medium-fidelity wireframes was common practice at Flooid—it helped keep the designers creatively sharp and engaged early on.
developing the designs
Timeline changes forced the project to go live before it could be validated by actual users.
I worked closely with the Front End team to define missing interactions and reviewed each ticket to ensure it matched the UX designs before launch.
validating the designs
I ran usability tests with HerKey’s core users to see if the new designs solved their problems. The script included tasks like creating a Session and sharing content. Users found it easy to set up Sessions and liked the visual clarity, but struggled with sharing to the feed—especially with the ‘Get Started’ templates, which felt limiting.
results & takeaways
Since the JobsForHer revamp, engagement is up 40% and more women are joining—user adoption grew by 8%. People love how easy it is to use now, and the platform has evolved from just a career site into a vibrant community for women.
Some key takeaways from this project are:
Create a strategic plan to launch an MVP. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.
User testing doesn't end after development. Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user's feedback.
Involve engineering upfront. This helps to reduce any rework later on as an understanding of the technical limitations upfront will help to inform your design strategy.
