How a B2B Recruitment Platform Revamped Its UI for Efficiency and Brand Impact
This case study details how the Zhaocai Mao B2B recruitment platform gathered user, business, and designer feedback, defined new design goals, created a fresh visual language with super symbols and color experiments, streamlined interactions, established design guidelines, and achieved measurable improvements in user perception and satisfaction.
User Feedback
We collected three kinds of feedback: the users' voice (confusing interface, hidden job‑seeker search, poor interview experience), the business voice (existing logic could not support new services such as 58 recruitment and Ganji direct hire, revealing over 100 experience issues), and the designers' voice (outdated visual style, low consistency, weak brand transmission).
Design Research
Using the TCMC method (Target, Competitive Product, Analytical Method, Conclusion) we performed competitive analysis and identified problems such as an old design style, inconsistent visual language, and low brand penetration.
Design Goals
Based on the three feedback streams we set three design objectives: higher efficiency and convenience, more professional and reliable experience, and stronger brand expression.
Design Concept
We defined a design concept focused on efficiency, consistency, quality, and differentiation, aiming to deliver eight subjective feelings: efficient, rhythmic, concise, reliable, high‑quality, professional, distinctive, and friendly.
Super Symbol
To convey the Ganji brand we created a "super symbol" using the basic shapes of circle (emotional) and square (rational). Rounded corners were smoothed to improve visual flow and friendliness, and the symbols were applied to avatars, icons, cards, and buttons.
Color Experiment
After extensive testing we chose a red‑blue palette, which balances gender representation and fits the rational nature of B2B products, replacing the previous brand‑only colors and adding a primary‑plus‑secondary scheme with gradients.
Efficiency Improvements
We introduced a grid layout for user cards, removed unnecessary colors and dividers to reduce visual noise, and placed key actions (messaging, interview status) on the same page to shorten operation paths.
Design Guidelines
A comprehensive design handbook was created covering typography, color, icons, grid, corner radius, shadow, spacing, and card specifications to ensure consistency across future work.
Results
Post‑redesign user impression surveys showed improvements across all eight target metrics, with quality perception up 16.7% and friendliness up 13%, and overall satisfaction increased by 10%, confirming the effectiveness of the redesign.
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