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End-to-End UX Ownership | Service Design & Blueprinting | UX Strategy & Experimentation | Stakeholder Engagement | Workshop Facilitation | Multi-Market Experience Design | Design Systems | UX Documentation & Communication
Context
SEEK operates as a leading online employment marketplace across the Asia Pacific region, offering tools and services for both job seekers and hirers. Among these offerings is Company Profiles—a key feature allowing hirers to showcase their Employee Value Proposition (EVP) to attract the right talent. This was essentially the “why should you work here” content - branding, pictures, storytelling, benefits etc.
While strategically important, Company Profile experiences were fragmented across markets:
- Some offered limited self-service functionality.
- Others relied entirely on manual workflows - requiring direct contact with customer support via email and other internal teams.
- There were inconsistent workflows, standards, and user experiences.
“I want to update our profile, but I don’t know who to contact or how long it’ll take.” — Hirer
This project aimed to design and deliver a scalable, self-service experience that would unify and modernise how hirers create and manage their company presence on SEEK.
The challenge
Designing a single platform experience across APAC wasn’t just a matter of scaling. Each market had its own platform capabilities, user expectations, and internal workflows.
The existing system strained internal teams, from engineering to customer support, who had to manually handle every request. For hirers, the friction created onboarding delays, poor branding experiences, and in some cases, dropped interest altogether.
Adding to the complexity, this initiative was part of a strategic effort to unify SEEK’s product offerings across APAC, where six different markets had vastly different user needs, platform capabilities, and expectations.
I was the sole product designer on the project, effectively acting as the design lead within my team. I worked closely with stakeholders across markets, product, engineering, and the central design system team. This included advocating for and contributing new components to the design system to meet unique requirements uncovered in the design process.
The solution
We needed an experience that was flexible enough to meet each market’s needs, yet unified enough to scale and maintain. This meant balancing:
- A streamlined MVP that could launch quickly and deliver immediate value
- A scalable ideal-state experience that supported long-term strategy, multiple hirer types, and evolving EVP formats
- Two different design systems (existing and in-transition), depending on market maturity
To inform our design approach, we first sifted through a large volume of existing data and research from across SEEK’s APAC markets—including past usability tests, feedback logs, customer service reports, and analytics. This gave us a strong foundation of understanding and helped avoid reinventing the wheel.
To fill in the gaps and ensure we were prioritising the right user needs, I designed and distributed a non-moderated survey targeting key hirer personas. This helped us validate assumptions, spot regional differences, and determine what mattered most when it came to communicating EVP through Company Profiles. It also helped us align the product roadmap to real user priorities—not just internal perceptions.
From there, I led the end-to-end design of the self-service Company Profile platform—from onboarding flows and profile creation, to brand storytelling modules and content approvals. I designed journeys for six distinct hirer types, each with unique needs, content access levels, and priorities.
In parallel, I worked to document and communicate every stage of the design process clearly, aligning dozens of cross-functional stakeholders across time zones and teams. This included:
- Detailed project planning and documentation
- UX research summaries and insights
- Service blueprints outlining team/system interactions
- User flows for current, MVP, and ideal-state experiences
- Wireframes and prototypes across multiple fidelity levels
- High-fidelity responsive UI designs adapted to both design systems
The Result
This was a deeply cross-functional, high-complexity project. Designing for six hirer types across four markets and two design systems, while also considering technical dependencies outside of our team’s control, meant continuously zooming in and out—balancing detail with strategic vision.
Through our work, we aimed to:
- Enable hirers to take full control of their Company Profiles, removing bottlenecks and reducing support loads
- Improve time to publish, with early adopters reporting significantly faster turnaround times
- Create a scalable platform ready to support localisation, future modules, and SEEK’s broader employer branding strategy
Perhaps most importantly, we unlocked the ability for SEEK to treat Company Profiles as a true product, rather than a service—a shift that fundamentally changed how internal teams approach hirer onboarding and engagement.
The Highlight of the Project
The biggest design challenge was balancing complexity and scalability—designing a product that worked immediately, but could also evolve to meet future needs across multiple teams, tech stacks, and regions.
The highlight for me was crafting personalised, role-specific flows that felt intuitive regardless of a hirer’s size, market, or familiarity with SEEK’s platform. Each journey was built from a deep understanding of user needs and technical realities—and the result was a product that scaled as gracefully as possible.
