Minutes Resume
I redesigned the landing page and wrote an onboarding email for a AI-powered Resume Builder.
“Fozia did a great job in note-taking during our meetings and demonstrated strong skills in market research analysis. She compiled a set of questions derived from her research, showcasing a thorough understanding of our product's competitive landscape and addressing issues observed in our competitors. Furthermore, Fozia helped in creating content for our landing pages. Her use of language, clarity, tone, and style was perfectly aligned with our product, reflecting a thorough understanding of our brand..”
— Adeel Butt, Co-Founder
BEFORE
I diagnosed several problems with the original landing page design:
Dense product descriptions
Unique value is hidden in a paragraph
Needs a consistent content strategy, brand voice and tone
Need to frontload with customer benefits
Need additional ctas (secondary click triggers) throughout the landing page as the customer scrolls
Problem
The client stated that there are many competing resume builder products and they’d like to stand out against the competition.
The turnover from the website was lower than expected
Confusion with similar products on the market
The business wanted to simplify the existing content for scannability
Goals
Clean, concise landing page redesign that highlights Minutes Resume’s unique value proposition of going beyond generic templates and generating unique resumes and cover letters tailored to the user
Need to market the AI model as MR. for recognition
Prioritize top-level benefits
Differentiate benefits and features
Process
Client call
Research brand and product
Audit
Sketching Information architecture (ongoing)
Draft content needs
Adjust voice and tone
Share and iterate based on feedback
Research —
I interviewed the client to learn about their needs, expectations, and diagnose initial problems. As the company and product are at a pre-launch stage, I asked questions to dig into the brand story to excavate an effective and consistent brand voice.
I gathered information about the company and product story. This helped uncover their brand personality, narrowed an effective voice and tonal shifts for the website, and enabled a connection with customer and business needs.
Understanding the Company
Understanding the Users
Empathy Map
Finding — Customers simply don’t enjoy writing or revising resumes. Their top desire was to achieve their dream job with minimal effort.
Competitor Audit
I conducted an audit of the existing competing resume builders to examine how they marketed the product. I also looked at the information architecture and the structure/storytelling of their product. Other companies:
Prioritize eliminating writer’s block, streamlining the job search experience with a quick and easy resume generator
Use social proof: “world’s most powerful NLP tool—trained on billions of words”, includes social proof
Provide a free trial
Adjusting Brand Voice & Tone
To make the customers feel energized, inspired, and relieved from a pain point (writing non-generic resumes from scratch), I struck a tonal balance of friendly but not overly casual. This tone is ideal for a wide audience that could be anyone from non-tech savvy older people to students and professionals.
Information Architecture
I distilled the unique value to two points as a north star goal.
(1) Helps job candidates get noticed with custom AI generated resumes and cover letters in minutes.
(2) Saves time (kickstarting resume and cover letter first draft) and stress (reducing writer’s block).
For customers were in the awareness stage of the sales funnel, the goal was to engage customers through product benefits to turn them from prospects to leads. To make them care, I focused the messaging on their top desire— to obtain their dream job hassle-free.
New & Improved Information Structure
Hero
Secondary click trigger
Benefits section
Testimonials
Features: how it works section
What to expect: MR resume examples
FAQ
Footer CTA
Trade-offs — I added sections for testimonials, visual examples of resume designs, and an FAQ section for future states. Currently, the website prioritized clear and simplified format designed to encourage customers to sign up.
My Draft
FINAL VERSION
The header on the final landing page to highlight MR's differentiating factor: going beyond generic templates to personalized, high-quality resumes and cover letters.
The subhead validates the user’s feelings and shares how MR can help with a compelling call-to-action.
Before: The benefits section included 4 dense paragraphs and were written from the company’s perspective: “We understand…”, “our algorithm,” “our AI…”
After: I narrowed down the most important benefits to users based on their desire to find their dream job: stress relief, speed, and ease of use.
Before: The features section included 6 paragraphs with duplicate text, for “Writer’s Block” and “Error Prevention”. The features section included jargon and needed to tell the users how exactly MR can help in comparison to other AI resume builders on the market.
After: The features section is brief, concise, serving as a teaser to what the user can expect using MR.
I included a second call-to-action with the free trial offers for users who have scrolled to the bottom of the page.
Email: Post Sign Up
I created a mockup on Figma to for customers who have signed up for the free trial.
I spotlighted three features for brand awareness.
I used repetition to align with the website landing page. So, just in case the customer has forgotten, here are some quick facts about Minutes Resume and why they should use it.