How New Ganji Tripled DAU with a Truth‑Driven Design Strategy

Introduction

New Ganji, originally founded as Ganji.com in 2005, shifted its strategic focus to recruitment in mid‑2020. After a stable DAU at the end of 2020, the platform experienced a five‑fold DAU surge by June 2021, reaching its target six months early without large operational spending.

Design Principle: "Truth"

The recruitment market suffers from low information authenticity; users demand "real" job listings, salaries, and locations. New Ganji therefore built a brand reputation based on truth, using real‑person scene photos, truthful messaging, and a dedicated Job‑Truth Guarantee Center for complaints and verification.

Implementation Steps

1. Express Truth – Realistic photos replace icons and illustrations to quickly convey authenticity.

2. Convey Truth – A pull‑down interaction educates users about "real jobs" and reinforces the brand’s truthful image.

3. Guarantee Truth – The Job‑Truth Guarantee Center handles false‑information reports, boosting user trust.

Process Optimization and Feature Upgrades

1. Traffic Distribution – Redesign of category pages with customized information pushes increased traffic efficiency and visual appeal.

2. Search Path – Shortened search steps and refined UI improved search efficiency, a critical factor for job seekers.

3. Social Guidance – Integrated short‑video features fostered a vibrant community and drove platform growth.

4. Honor System – Badge and medal systems increased user enthusiasm, loyalty, and activity.

Gamification and Service Incentives

Dream Store – A growth system where users build a personal store, complete tasks, earn coins, and expand their virtual shop, providing continuous motivation.

Salary Wish Festival – Blind‑box lottery events encourage daily logins, friend invitations, and brand exposure, accelerating user acquisition.

Design Thinking

New Ganji’s design team adopted a user‑centric, value‑driven approach, focusing on attraction, understandability, usability, and task efficiency to retain users. Emphasis on user satisfaction, reduced friction, and increased loyalty underpinned the overall growth strategy.

Conclusion

The DAU breakthrough demonstrates a qualitative leap for New Ganji in the competitive recruitment sector. Ongoing efforts will continue to leverage user research, truthful job listings, and industrial chain integration to achieve higher growth targets.