How Ganji Revamped Its Visual Design to Attract Blue‑Collar Job Seekers

Background

Ganji was founded in 2005 and merged with 58.com in November 2015. After 15 years of product and visual upgrades, it has become the new Ganji, focusing on recruitment while needing a comprehensive visual system overhaul.

Brand Perception

The visual appearance—color temperature, brightness—directly shapes users' brand impression. Positioning Ganji as a "young, free recruitment platform" leads to a design bias toward youthful elements.

User Analysis

The market segments users into head‑office white‑collar, middle‑office white‑collar, and blue‑collar workers. Ganji primarily serves the largest blue‑collar segment, characterized by high mobility and fast‑paced work, requiring transparent and timely job information.

Design Thinking

Given blue‑collar users often operate in lower‑tier cities, the design combines simple, large typography with bold graphic elements to ensure easy comprehension.

Four key keywords guide the redesign: young , diverse , refined , simple .

Redesign Directions

Page hierarchy clarification to improve content scanning.

Functional block segmentation to reduce navigation complexity.

Workflow optimization by consolidating page elements and highlighting core functions, boosting conversion.

Design Implementation

Young : The homepage adopts a youthful visual language as the primary touchpoint.

Brand Tone : Extensive use of brand colors throughout the app reinforces brand memory.

Card‑Based Layout : Cards separate content, delivering a clear visual experience.

Spatial Sense : Large spacing and hierarchical contrast guide users' visual flow and enhance readability.

Diverse : Social and playful elements cater to user retention, especially within networking circles.

Labeling : Simplified tags convey common user traits quickly.

Text‑First Image‑Later : Prioritizing text before images improves comprehension and reduces back‑and‑forth scanning.

Refined & Simple : Messaging adopts a clean, minimal aesthetic, balancing youthful flair with clarity.

Transparency : High‑contrast whitespace and layered cards simplify chat interfaces for interview communication.

Unified Structure : Standardized card structures across contact, invitation, interview, feedback, and closure stages streamline usage.

New Interview Form : An AI‑driven video interview feature includes humane guidance to lower user effort and close the experience loop.

Team Collaboration & Design System

The large‑scale redesign fostered cross‑functional teamwork, emphasizing consistency and efficiency. An atomic design system (atoms, molecules, organisms, templates, pages) was established to enable rapid component assembly and improve production speed.

Conclusion

Ganji 2.0 marks the beginning of continuous evolution, maintaining a user‑centric mindset to support current and future job seekers.