PayScale helps employers and their employees communicate openly and effectively about compensation. Through the use of big data, they allow people to obtain accurate real-time information on job market compensation.
After speaking with the stakeholders, two main goals for the redesign effort were established. First, create a digital brand presence that matches Payscale’s standing as an industry leader. Second, design and structure the website for customized content serving Payscale’s B2B and B2C persona groups.
User interviews and testing of Payscale's existing website outlined the desired goals for each user group. The information architecture and user flows were designed to direct each persona towards three main actions.
B2B User - 1. Ask for a sales demo 2. Receive a free salary report to gain insight into the data 3. Call the sales team for further assistance.
B2C User - 1. Take the salary survey to provide data 2. Sign up for an account 3. Subscribe to the Payscale email list.
We developed a new visual language with unique color palettes for both B2B and B2C groups that also work on a global level. For the Business customer, a modular design was developed with interactive elements that encourage discovery through relevant content and product recommendation wizards.
By highlighting role-based career advice and local events, the consumer sections provide deep content to support the push for salary survey data. Company culture details add personality and authenticity to Payscale's industry-leading reputation and commitment to their employees.
