How Service Thinking Transformed Enterprise Certification Design

01 Introduction

Each product has a lifecycle; different stages dictate platform strategies. Using the 58 Recruitment B‑end product's enterprise certification module as an example, the KANO model shows the certification module is a reverse attribute that reduces user satisfaction as platform thresholds rise, but it is an effective way to block black‑market activities. Therefore, improving certification rate is essential for mature products, and service thinking can help achieve product goals.

02 Problem Analysis

The old certification page design is serious, reflecting the importance of certification for B‑end enterprise users, often the only way to block black‑market activity. However, this design forces users to act, increasing the module's reverse attribute and causing resistance because users do not see direct benefits.

03 Service Thinking

Service thinking means understanding real user needs and creating personalized services that deliver optimal value, positioning the platform as a co‑creator with users. For the certification module, we consider what value the platform can create for users and identify issues in the old page.

Use color blocks to create a sense of closeness.

Reduce the number of certification methods to fit within one screen.

Make the contrast before and after certification more obvious to encourage further certification.

Optimize copy to relate to user benefits.

04 Design Implementation

The redesigned version includes:

Top area with large orange‑red color highlighting “Complete certification to recruit within 8 hours”.

Certification methods displayed as cards, reduced from six to three.

Highlighted certification button for visual guidance.

Badge recommendations to help users decide faster.

Post‑certification cards distinguished with a large stamp for certified items and a highlighted button for un‑certified, stimulating further certification.

Copy changed to “Completing more certifications improves enterprise authenticity”, linking authenticity to brand reputation.

05 Ongoing Reflection

After launch, the certification pass rate improved, confirming that service thinking helps achieve product goals. The approach can be applied to other modules such as enterprise information, encouraging users to complete profiles and integrate enterprise data.

06 Final Thoughts

Applying service thinking by focusing on user‑centered value makes users notice information relevant to their interests, naturally aligning with platform strategies and product objectives. This mindset is applicable across many domains, from pandemic‑driven office software to online education.