Profile personalization

Helping 100M+ job seekers express their qualifications beyond a resume

My Role

UX Designer

Team

Product Manager
UX Researcher
Content Designer
Software Engineers

Platforms

Mobile Web

Timeframe

6 months

Impact

Globally launched new profile data management system to power personalized job recommendations, AI resume tailoring, and profile refinement suggestions for 100M+ job seekers.

15M+ unique users with non-resume qualifications

15M+ unique users with qualifications

50M+ non-resume qualifications collected

50M+ qualifications collected

Created 0-1 system for qualifications understanding

Created 0-1 system for qualifications

The problem

Does your past experience always represent where you're going?

Traditional resumes reduce job seekers to a single static document, omitting relevant skills, preferences, and career goals. With 40% of job seekers exploring multiple occupations, resumes often reflect past roles rather than current pursuits. This creates a mismatch that prevents candidates from discovering opportunities aligned with their actual skills, interests, and intent.

Creating a system to understand credentials and intent

The core of the qualification system allows job seekers to express what they can do and want to do, enabling more accurate matching across roles, industries, and career transitions.

By collecting structured qualifications to supplement a resume, Indeed can understand the breadth of job seeker intent and experience, thus show more relevant jobs.

By collecting structured qualifications to supplement a resume, Indeed can understand the breadth of job seeker intent and experience, thus show more relevant jobs.

Hypothesis

Job seekers felt limited by only showing their experience via a resume.

Job seekers felt limited by only showing their experience via a resume.

User need

Project goals

Design strategy focused on entry point, management, and utilization of structured data.

Provide timely and relevant collection points in the experience to understand job seekers

Goal 1

Create a space to manage structured data

Goal 2

Utilize structured data to deliver personalization

Goal 3

Principles

Guided by research insights, I iterated on design concepts to align with user needs and platform requirements. Principles like supporting all collection points, staying true to the source, flexible structure, and don't assume informed every aspect of the new profile data management.

Ideation

I pitched and brought together multiple different teams across product, design, and content to align upon the data collection and management strategy. Additionally, I had to make a case for creating a new data storage layer for structured data management within an outdated system historically reliant on the format of a traditional 1-2 page resume.

Feature overview

Upfront understanding

Upfront understanding

Qualifications are seamlessly captured and understood upon resume upload.

Qualifications are seamlessly captured and understood upon resume upload.

Easily manage

Easily manage

Job seekers can view, edit, and delete their qualifications at anytime during their job search.

Job seekers can view, edit, and delete their qualifications at anytime during their job search.

Relevant collection points

Relevant collection points

Throughout the job search, timely questions are asked to supplement understanding of the job seeker.

Throughout the job search, timely questions are asked to supplement understanding of the job seeker.

What I learned from this project

  • Upfront alignment across partner teams (Collection, management, usage) leads to a more efficient launch process.

  • Quoting data from research, alongside qualitative quotes from users, especially helped when advocating my design rationale.

  • Seeing engineering as a partner alongside design iterations leads to ease of handoff since engineering are aware on delivery expections.