katrina dargel is a user reseearcher

Industry Website

How might we improve hiring in the hospitality industry?



Industry needs the redesign of their user profile and on boarding.

We had the pleasure of working along side the Chief Technology Officer, Varun Villait.



My Role: Market Research, Heuristic Evaluation, User Research, Persona & Scenario, Sketching, Userflow, Prototyping, User Testing & Iterations

Deliverables: Research, Ideation, User Flows, Iterations, Interactive Prototype, Usability Testing

Tools:  Google Forms, Balsamiq,  Sketch, InVision, Quicktime


Elevator Pitch

Industry is a professional network for the service and hospitality industry. Think of us as the LinkedIn for the restaurant industry. 

Industry, a recent winner of the Tech Crunch Radio Pitchoff, is a professional network exclusively for the service and hospitality industry. The website lets employees showcase videos and photos of skills specifically needed in hotels and restaurants, like bartending or cooking. If a restaurant or bar isn’t currently hiring, the service makes it easy to post jobs and keep a pipeline of talent for their future needs.

Industry empowers businesses to post jobs, manage and track their applicants, maintain a pipeline of talent, and match them with qualified candidates.



My Process

Stakeholder Meetings

Our first move was to talk to as many stakeholders in Industry to find out exactly what goals they had in mind. Our main contact was Varun Villait (CFO/CPO) who met up with us along the way made sure we to speak to Cody Barbo (CEO), @MattCecil (COO), and @ErrolAsuncion (CMO). Their perspectives narrowed what parts they wanted to focus on to improve and define the business and users goals of this project. Stakeholder needs and goals:

Industry Goals:

  • Focus on the job seekers by making a simple flow for users to create a profile in order to decrease drop off and increase user base.

  • Streamline the hiring process ( 70% of job seekers take 1–2 months to find a job) by shortening the length of time and stress that goes into the search and finding the right restaurant to work

  • Branding was important to allow users to differentiate themselves (using video, pictures, and writing a bio)

  • Social Engagement by allowing users develop nurturing mentor relationships with industry experts and giving them opportunity to connect with other employees and employers. Social networking opens chances for the users to keep using the platform after they find a job

Card Sorted with the CTO to organize priorities

Card Sorted with the CTO to organize priorities

Competitive Analysis


Linkedin — ease of profile edit-ability, not for finding jobs especially in hospitality, a great platform to display yourself professionally

Harri — closest competitor, ease of use filtering, searching, interviewers mentioned this site

Culinary Agents — Primarily east coast, high end clients, and mostly back of the house positions

Workpop — simple log in, they cover a variety of industries outside of hospitality

Craigslist — most people used, but not always credible

Comparative Analysis

UrbanSitter — Easy video that inspires users to create a video

About.me — Provides hint text and easy to follow for onboarding

OkCupid Simple and straightforward directions to ease user into creating a profile

Facebook — 100% of users on survey had a Facebook account, our design inspiration was based on familiarity

Elance — Pre-populated skills that were easy to check off

Interviews & Surveys

After we compiled the stakeholders needs we created a survey and conducted interviews with potential users. The biggest issues with potential users were:

  • Filling out applications on top of filling out resumes was redundant and mundane.

  • Many applicants would google job duty descriptions rather than describe their own experiences.

  • Displaying skills and personal brand was important to stand from the crowd, but interviewees did not know where to start, since a paper resume does not give you much freedom to do so.

  • Open calls were very discouraging, time consuming and they felt like auditions. Interviewees were not given enough time between each applicant to showcase their personality or display their skills


After user interviews and survey results we were able to create a persona catering to what job seekers need in the restaurant and hospitality industries.

Devices: iPhone / Laptop


Shannon, 27, Server in Los Angeles,

Background Currently, working at the Cheesecake Factory, her rent is going up and she needs to look for another job since her $9/hour plus tips is no longer sufficient to pay for everything. She does not have very much time to drop off applications to new restaurants since she has been working extra shifts to cover her bills. 

User Goals and Needs

  • Wants to stand out from the competition by branding her style of service

  • Quick fill job descriptions

  • Search easily for a part-time job

  • Wants to be notified if application is viewed

  • Easy Application process

Pain Points

  • Hates filling out additional applications on top of resume

  • Dislikes open calls

  • Does not want to use Craigslist or equally sketchy and unreliable website


UX Solutions

  • Encourage Facebook sign-up allowing for users to connect easily which will provide their name, email, a photo, as well as creating the seed for social use.

  • Pre-populated job descriptions were added to tackle the one of the most hated part of building a resume.

  • Experience is a necessity for hiring managers when looking at applicants. It is vital that they at least have an applicants name, previous experience, and contact information.

  • Gamification keeps users engaged by rewarding them after they finish parts of their profile. They can unlock the ability to make video, print a pdf of their resume and get notified by employers if their application was viewed. Through our research we discovered people don’t want to make videos unless they know why it can benefit them in the hiring process.

  • Leading off of gamification, job seekers will be notified after completing their profile if employers viewed application, unlocked certain and features


We started white boarding to begin our ideation, we ended up using it substantially throughout the entire process. It was vital especially since we kept going back for new design inspiration after usability testing. Putting everything on the board keep clarity abundant through the user flow. 

Initial User Flow

On boarding

Industry Themes to keep in mind

User profile

Paper Prototyping & Low Fidelity Wireframes

For testing we ended up designing these low fidelity wires below by printing each screen individually and showing them to testers. It was clear after the first round some of the problems. The first screen on the top left proved to be unclear when tested. After a user would The top left screen also w

First Round of On boarding (not in order)

Usability Testing


Iterations & Things to Keep in Mind

After several user test we compiled a list of issues people were having trouble with. We were able to eliminate and add several screens in order to create a better experience. We decided to rearrange the order of on boarding screens so that people could connect to Facebook and access photos first. After speaking again to stakeholders business' want users to make an account first so if they decide to do it later they have a chance to. It also gives businesses a chance to remind them to do it. 

Welcome Screen

  • Needs to make 'get started' bigger call to action

  • Changed the status bar to center it

  • Update the icons to illustrate the actions better


  • The top left screen had several issues for us as designer and users as well. (In later prototypes we decided to eliminate entirely)


  • The color was very hard to read on paper

  • Want to add more encouraging descriptive text

  • Create more room for 'real estate'

Sign up

  • Users expect to connect to social media first

  • Add success indicator

  • Show preview of profile


  • Job experience had too many options going on. At first we believed users would want to

  • Add a scroll options on the experience screen

  • Make sure to keep edge cases

  • Adjust nomenclature

  • Add a value state "By giving detailed information you will be more likely to be chosen"

  • Add "I have no experience" option on

  • Add encouraging text


  • Add bread crumbs so users can track where they are

  • Have all information save as user goes through on boarding

  • Predictive text after a user chooses previous position

Evolution of prototypes (not in order)

Final Solution

Next Steps

  • 1 Click apply to multiple jobs

  • Applications Center to track status

  • Employer can review application

  • Business cards for job seekers

  • “Tom” guide profile - permanent friend with sample profile

  • Work out backend limitations