THE SMITH AGENCY
2024
WEBSITE REDESIGN
INCREASED APPLICATION RATE BY 72.8%, ENABLING 30+ HIRES PER QUARTER
PROJECT OVERVIEW
This was my first ever real-world UX project. The Smith Agency was the first place I worked where, when I stepped into a leadership role, I felt as though I could actually make a change through design!
This project is a full website redesign and reflow for The Smith Agency, improving both user interface and backend systems to create more efficient, scalable workflows.
PROBLEM
Over 80% of interested candidates dropped off before completing the application, revealing a critical breakdown in the recruitment funnel.
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When I was a campus recuiter, on average per presentation I would do, 12 candidates expressed intent to apply, yet only 2 followed through.
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User feedback pointed to low trust in the company’s legitimacy and a confusing, outdated website experience as key barriers.
This lack of credibility and poor user flow significantly reduced applicant conversion and hindered talent acquisition efforts.
Role
Workforce Experience Intern
Company
The Smith Agency:
Team
Lillian Smith - Owner, Visionary
Timeline
2 months
Intro to Merchandising (MDSE 2490) class seminar - recruitment efforts
On average, 12 candidates expressed intent to apply, yet only 2 followed through - an 83% drop-off in potential applicants. High friction was evident through the frequent requests for help navigating the application process.
PRIMARY USER
College Students, primarily women studying fashion, interested in a part-time contract job in the wholesale market industry.
Emma
Emma is a college student in Atlanta studying Fashion Merchandising. She is looking for a part-time job that is fun, gives industry experience and networking opportunities, while still giving her enough time to focus on school.
Channels
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Mobile
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Social media (Instagram, TikTok, X)
Personality
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Outgoing, Fashion oriented, fun-loving, and social media savvy.
20 year old college student in Atlanta, GA
Studying Fashion Merchandising, with the goal of becoming a buyer.
Needs
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Trustworthy application process
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Quick mobile access
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Where they're applying to to have a credible online presence
Wants​
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To apply to a brand that mirrors their personality
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An experience that is as quick as possible​
SECONDARY USER
Wholesale business owner/operator in charge of wholesale market sales
Jake
Jake owns a small wholesale business where he sells denim products to boutiques across the nation. He employs sales temps to help him on the floor so he can focus on business operations and high-priority clients.
Channels
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Desktop
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Web, email, (word-of-mouth)
Personality
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Business oriented, stern, first-generation entrepreneur
38 year old small wholesale business owner, travels the country for trade shows
Needs
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Trustworthy sales models
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To know where his money is going and what to expect each trade show
Wants​
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To pick, roughly, who fits his business best
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To make as many sales as possible
THE ORIGINAL WEBSITE:
The Smith Agency pushes diversity, but that is not translated
Slow to load and outdated styling: feels untrustworthy
Unnecessary amount of tabs and use of unembedded forms
primarily targets the secondary user
LOW FIDELITY WIREFRAMES
Before starting the final design, I had the other recruiters and interns and directors user test the wireframe.
USABILITY TESTING
100%
found the application easy to find
83%
found the secondary uses easy to understand
One issue is that some people were confused on which user group they fell into (client or staff) so rewording some things to easier verbiage and ensuring a distinct theme for each landing page to make sure they’re different and the use-case easy to understand.
FINAL DESIGN
Application page with embedded form.
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After applicants fill out a form, it automatically saves in a clean spreadsheet, simplifying backend flows.
An added Team Hub page helps guide users through questions, need-to-knows, and quick resources.
VALIDATE
In the first week after updating the website and reloading the job posting to job boards, we had 8 applicants. That is 2 more than the entire month previously. After a month, we became so overwhelmed with applicants we had to expand the team to help review resumes and do interviews!
After two quarters...
we had hired and onboarded an average of 30 new hires per quarter
Application rate increased by 72.8% over that period
Achieved efficiency gains through automations and improved organization
Here is a photo with me and a few of the applicants that I had the joy of reviewing, hiring, and training in front of the Melrose International showroom that we all represented in January 2025.
