How Redesigning a Certification Flow Doubled Success Rates – A UX Case Study

Recruiting companies on 58.com traditionally complete three steps—job editing, enterprise certification, and posting—but the certification step caused nearly half of users to abandon the process.

Online questionnaires and user interviews revealed that users faced high decision costs, poor information comprehension, and cumbersome operations, making the certification workflow insufficiently simple and convenient.

We therefore simplified the three nodes of the certification process—pre‑, mid‑, and post‑certification—by improving information semantics, page structure, and step design.

Before certification, users were overwhelmed by numerous certification types with unclear methods. We collapsed low‑success types, highlighted the four most successful methods with recommendation tags, and helped users decide faster.

Excessive educational content increased cognitive load; we reduced it to a half‑screen layout, clarified correct and typical error scenarios via a floating modal, and streamlined the image‑upload function.

On the business‑license certification page, the upload button was faint and material requirements were unclear, while numerous input fields—including a complex alphanumeric credit code—raised operational costs. We clarified the button and required materials, added automatic image‑recognition to extract information, and removed unnecessary inputs.

In the photo capture page we eliminated watermarks, supported vertical documents, and defined a clear framing area to prevent edge cropping.

We also optimized the page structure and semantics for facial‑recognition and legal‑person verification, adding a convenient "colleague helps certify" feature.

After submission, users experienced long waiting times and a misleading "change certification method" button that caused confusion. We refined this flow to reduce anxiety.

By collaborating with business and technical teams, we introduced an automated review system that provides real‑time feedback for most cases, while a friendly semi‑modal guides the few remaining cases to WeChat for manual review.

The failure result page was re‑designed with clearer semantics and solution links, lowering comprehension and operation costs.

Through precise user‑pain‑point research and improvements across decision, information, and operation dimensions, the certification submission and success rates both doubled, marking a significant breakthrough.