Smart, AODA compliant banners were created with a fresh, corporate look complimenting the RBC Brand.
Curtis Lazure | Design and Creative Lead + Senior UX Designer at Nexus Communications
- The Ask
- Create a career launch microsite for RBC employees who are early in their careers looking for development and learning.
- My Role
- Design and Creative Lead, UX Designer, Account Lead
- My Team
- Project Manager, Graphic Designer, Account Manager, Strategist, Copywriter, Web Developer
- My Tasks
- Graphic Design, UX Design, Research, Testing
- My Tools
- Adobe Photoshop, Figma Adobe Illustrator, Mozilla Firefox, Google Chrome, Safari, Iphone, Android
- My Timeline
- 3 Months
- The Deliverable
- An updated, responsive career launch site design that will be assembled in RBC's MyHR platform.
Learn
Learn RBC goals for young professionals who are looking to advance their careers. Focus mainly on RBC tools to mass push internal information.
Design
Create an user friendly website with easy access to key information and launch points with new IA, Flow, visual design and content refresh.
Enhance
Using the RBC brand, develope a career site that is consistent with RBC look and feel while pushing the boundaries of their CMS to optimize UX.
Stylize
Using wireframing and design software, create a Hi-Fi Prototype
Hand-off
Working with RBC’s development team to create a seamless asset hand-off
Project Overview
Helping early in career professionals advance at RBC.
One of the common themes from key stake holders was that they wanted the new designs to be updated to their current brand, while maintaining the familiarity with their MyHR site – allowing a seamless transition between new, and current content.
The site needed to be easy to navigate with simple launch points and light on content – so that navigating the site could be done quickly and concisely.
The new site would be mobile responsive. My role was to research and provide information architecture recommendations, design wireframes, direct user flow by role type, reduce friction points for applicants, lead the visual design, and work with an RBC developer to test features and functionality.
91K+
91K+ employees across the globe
63
63 offices worldwide
$70B+
$70+ Billion dollars in annual revenue
Project Goals
How might we organize the site to inform early in career professionals that they have learning assets at their fingertips while complimenting the RBC brand?
- Showcase the RBC employer brand
- Trim any fatty content that would clutter the user experience
- Provide engaging media experiences such as videos and downloadable pdfs
- Provide clear user flow to explore various assets
Format
• Content Management System
• Mobile
• Accessible
Pages
6 deep scrolling pages
Development Time
<3 months
Hearing from Employees
Intake questionnaires helped in discovering the needs and aspirations of people at RBC who were early in their careers. Short questionnaires were circulated across departments gathering intake from multiple perspectives.
Questionnaire Example
Office Specific
- Provide 2-3 key descriptors about where you would like to advance withing RBC
- What kind of learning assets would you find valuable?
- Provide 4-5 characteristics in terms of personality, energy, aspirations, etc.
- Provide 4-5 reasons for wanting to advance in your career
General
- The market is very competitive – what key differentiators set apart RBC from others both inside the office segment, and beyond?
- Tell me about the people culture in RBC offices as compared to your key competitors?
- What kinds of investments is RBC making in terms of people, process, technology, or otherwise?
- What are some of the biggest myths/misconceptions that should be dispelled regarding positions with respect to RBC?
- Please feel free to include any other information that is relevant and was not requested above.
Defining our Broad Scope Personas.
Todays workforce is comprised of Millennials, Gen Xers, Baby Boomers, and Traditionalists
Job Family
• Corporate and Management
• Operations
• Marketing
Motivation: Career Advancement, New Role, Full-time Employment
Behaviour: Exploratory
Needs: Wanting more information on RBC
Looking for: Why work there, Career paths, and what it takes to succeed
Job Family
• IT
• Inventor Relations
• Creative
Motivation: Role focused within their area of expertise, Full-time Employment
Behaviour: Quick to apply for a specific role
Needs: Knows the role they’re looking for, may seek transient role
Looking for: A quick and easy path to apply for a specific role
Hearing from the Employer
Intake questionnaires and interviews were conducted with key stakeholders on what they hoped the applicant experience would be, deficiencies with the current site and expectations to guide the redesign.
- Provide 2-3 key must haves for the career microsite.
- Describe any pain points that young professionals may be experiencing when looking for development at RBC.
- What are features/styles of other RBC microsites that you’d like to see migrated over?
Please summarize what you feel isn’t working with the current site (look and feel, ease of navigation etc…)
Design
Our guiding principles
- Minimize copy
- Incorporate a mix of high impact mediums (visuals, video, podcast)
- Adopt a user-centered design approach
- Develop simplified journey maps
- Integrate EVP messaging & creative
- Explore best/next practices (chatbots, visual job descriptions, live
hiring manager) - Rework Copy to better reflect RBC Tone of Voice while adhering to SEO best practices
Getting the Content Right
We continued this exploration through various iterations, numbering wireframes and page sections for easy reference and annotation, and to allow both our stakeholders, and copywriters, and developers to refer to specific sections by number.
Establishing the Styles
RBC has their own custom font families that were used throughout the site to be highly accessible to site visitors and best align with the constraints of the CMS the site would be developed on.
The brand palette provided direction but would require some adjustment to meet AODA contrast compliance.
Photography that complimented the brand palette would be prioritized.
Iconography using a light outline format would be chosen to compliment the clean colourful look.
This fresh, bold and unique colour palette represents our forward thinking innovation, serious smarts and professional attitude.
Iconography
Final Design
The updated version of the career site used their energy lines combined with on-brand photography.
A much subtle use of colour was introduced to compliment the playfulness and energy depicted within the brand and allow the hero visuals and assets to pop.
Rich media and videos represented the bulk of easy to digest, informative content
Multiple videos were presented to compliment the main navigation, allowing the users an engaging experience upon clicking desired content
Simple, easy to read icons allowed our users simple navigation to find deeper content.
Developer Hand-off
Our team prepared all the hand-off materials in accordance with the developers’ specs and answered any questions about the design or functionality of the website. In working in tandem with the development team we were able to meet client expectations within the CMS platform while trouble shooting and solutioning any problems that occurred.
Final Thoughts
All client requests were met and an elegent, user friendly career site was delivered. The look and feel of the website is more in-tune with their brand both in terms of visual aesthetics and tone of voice. Functionality and usability has also been enhanced to create a much easier path for young professionals to find what they’re looking for in terms of roles or departments. The site design is streamlined and persona-driven, offering employees the ability to see and find ways/materials they need in order to advance thair careers.
Connect with me at: curtis@clazure.ca
LinkedIn
705.207.0625