Converting blog readers into candidates users

Converting blog readers into candidates users

Moove Agency

The blog aims to provide sector-specific career guidance, news and life skills. CharityJob blog is the "go-to" place for people in all stages of their job search when they need advice or inspiration.


As the lead designer on this project, I was responsible for the UX process and UI design

The core team consisted of a full-stack Wordpress developer, a project manager, account manager and myself. From the client side, I worked closely with the Marketing Manager and Product  manager.


  • Gather requirements
  • Produce new IA
  • Produce user flows, sitemap and wireframes
  • Present prototypes (Axure) to client stakeholders for internal validation and user testing
  • Produce High-Fidelity Mockups
  • UI Style Guide
  • Working with developers for implementation and QA Testing
Group 2
New temaplate: Guide Article Page

Candidates are predominantly based in the UK but an high percentage are internationals.

Key Fact about the Candidate Persona:

  • Aged between 25 & 34 
  • Female
  • Lives In the South of England looking for jobs in London
  • Most popular sector of interest: Finance, Admin , Mental Health
  • Degree educated


  • Inspiration and Advices about the charity sector 
  • Interviews Tips
  • Guidance about how to write CV and cover letters when applying for a job
  • Information about career path (Eg. how to become "Community Fundraising Manager")


  • Download resources such as template for CV, Cover letters
  • Get update about events, webinars, news related to their sector of interest
  • To get involved in volunteering opportunities

The project started with a kik-off meeting where we agree on the primary project objectives and KPY's.

  • Convert readers into CharityJob candidates users
  • Improve the blogs IA with a better structure and sense of direction
  • Increase newsletter subscriptions
  • Increase content shares via social media 
  • Increase organic traffic
  • Capture users emails through resources download form
  • Capture users emails through newsletter signups
Project Goals

We run a workshop to outline the blog weakness.
Here are the findings:

  • There isn’t enough consistency between the website and the blog
  • The look and feel of the blog is too old. It needs to be as modern as the CharityJob website
  • We have to manually change the content on the home page so they were looking for a CMS solution
  • Not intuitive to navigate (needs to be better categorized)
  • Lack of social media visibility
  • Newsletter subscription needs to integrate straight from the blog to our email provider
  • The website is not responsive while most of the users navigate the blog  through mobile devices
Old Blog Homepage
Old Category Blog Articles
Old Blog Article Page

Re-organising the blog structure to improve the experience was a key step of the process.

I mapped out the old sitemap, run a card sorting exercise to define the new terminology for the menu categories and prosed new sitemap. 

Categories & Taxonomies

Some categories were merged to streamline the menu navigation, and new ones were created from scratch as new content was needed to add into the blog such as the resources and guides section. Since we used WordPress as CMS, it was easy to re-organise the articles in the right category.

New sitemap

I started wireframing both desktop and mobile view for the new blog with Axure and the prototype was used to run user testing and get clients feedback as well.

A card-based approach to display the article overview was used on the homepage and category listing page because this layout is mobile-friendly. To increase the copy legibility and help users to focus on reading, I proposed the one-column layout on the articles page.  

Wireframe samples     Left: Homepage   -   Right: Article page

To increase  the newsletter subscriptions, we tested different alternative with the wireframe and the ones which were more succefful, were implemented in the new site.


1. The Homepage and Category Listing has a dedicated area among the articles cards. ..

2. The subscribe button on the top-right of the navigation bar opens a modal window with the email form.



3. The article page has a sticky bottom bar to subscribe, and it also includes the social media icons to share the article.

4. A signup box is placed at the bottom of the articles page, just below the suggested articles section.


We designed from scratch the resources section. The goal was to capture the user emails. 

To achieve that, we create a page where the users can see an overview of the Report content. To see the full report and download it, the user needs to fill in the form.

download copy

5. The users can quickly download the report, just clicking on the "download button" placed on each resource card. The button functions as a trigger to open the form.


6. On the articles page, the client can add a callout section from the CMS to promote a report  on the page. The report is related to the article topic.

7. The resource page detail has a form  on the right and and the report overview on the flet. The user  can download the PDF report after fill in the form.


The career guides page are meant to give candidates useful advices on how to follow a career path.

Scrolling down the page, we introduced two sections where there are displayed:

8. Related jobs and Related courses

The reader's persona is redirected to the job detail pages and courses pages with the purpose to potentially convert them into candidates and course attendants.


Roberto was truly an incredible asset to the team when we chose to redesign the CharityJob blog. He got to grips with our brand quickly and understood what we were trying to achieve (he was also very flexible and made the changes that we requested without any hassle). We're already working with Roberto on another project because of the great work that he did with our blog. Amazing designer, lovely character and I highly recommend his work

Roberto is a design expert who is able to turn a specification into a visually appealing, user-friendly website. I commissioned Roberto as part of Moove Agency to design a corporate website which was intended to be the best in its sector. A team worker by nature, Roberto worked tirelessly with a small number of developers to produce exactly what was required.

Marketing Manager at CharityJob

I am available for freelance work

I am available
for freelance work

If you want to talk about a new project feel free to drop me a line!

If you want to talk about a new project or just want to say hello, feel free to drop me a line!

© 2019 Roberto Marzocchetti. All rights reserved.