Case Study Overview

Two complex products. Two different content-design challenges.

BAYADA

Designing a coherent hiring journey across multiple states, tasks, and channels

Paven

Reducing psychological friction in complex financial decision-making

Featured Case Study 01: BAYADA

Designing an end-to-end candidate hiring experience

UX Writing · Journey Design · Information Architecture · Interaction Content

BAYADA Home Health Care needed a new digital hiring experience for caregivers, nurses, and healthcare professionals.

The existing journey combined high candidate attrition, lengthy forms, scheduling delays, recruiter dependency, and operational and compliance complexity. The central problem was not just confusing copy. Candidates were losing momentum between intent and action.

As Senior Content Designer & Content Strategist, I led content across the candidate journey, including UX writing, journey architecture, information hierarchy, interaction models, wireframes, system messaging, and cross-channel communication.

The Challenge

Research, workshops, journey mapping, and Jobs-to-Be-Done analysis surfaced several high-friction moments:

  • 62% of candidates dropped before reaching the interview stage

  • existing 10- and 32-page forms created cognitive burden

  • scheduling relied heavily on manual recruiter coordination

  • candidates often lacked clear visibility into progress and next steps

The guiding design principle became:

Close the Intent-to-Action Gap.

That meant designing the experience to reduce delay, give candidates more agency, expose the next action clearly, and support alternate paths when people hesitated.

The redesigned journey connected:

Account Creation → Screening → Self-Scheduling → Candidate Home → Application → Work Preferences

Content Design Interventions

1. Journey Architecture

I helped structure six connected candidate experiences around consistent states, terminology, progress signals, actions, and feedback.

Each part of the journey had a different content job:

  • Account Creation: establish trust and expectations

  • Screening: determine eligibility without losing momentum

  • Self-Scheduling: move qualified candidates directly into action

  • Candidate Home: orient users around current state and next steps

  • Application: turn long sequential forms into manageable modules

  • Work Preferences: support candidate agency and better matches

The objective was to create one understandable journey rather than a collection of disconnected screens.

2. Self-Scheduling

Scheduling was one of the highest-risk moments in the experience.

Working with Product and Research, I translated business requirements and user insight into a content-led interaction model before final UI design.

I defined:

  • information hierarchy

  • primary and secondary actions

  • guide text

  • candidate questions

  • alternate paths

  • confirmation states

  • recovery logic

The experience was designed around two complementary paths.

Happy Path
For candidates ready to proceed:

Choose time → Choose format → Confirm → Receive next steps

Critical Path
For candidates who needed more information:

Question → Information → Reassurance → Return to scheduling

Rather than treating hesitation as abandonment, the flow addressed common interview concerns and guided candidates back toward the primary action.

The supporting FAQ experience also evolved through multiple iterations, moving from longer informational content toward a more modular, scannable structure with a clearer return to scheduling.

3. Candidate Home + Modular Application

The next challenge was maintaining orientation across a longer hiring process.

Candidate Home was structured around three recurring questions:

What is happening now?
What do I need to do?
What can I do next?

Content hierarchy changed according to candidate state, surfacing interview information, tasks, application progress, reminders, and next actions when they became relevant.

The application itself was reorganized from long sequential forms into modular, affinity-based content clusters with:

  • multiple entry points

  • pre-filled information

  • clear completion states

  • visible progress

  • stop-and-resume support

  • reduced repeated data entry

Work Preferences extended the same principle to availability, client types, travel area, home environment, and languages spoken.

One example of the tradeoff work: a complex map-based travel-distance concept was simplified into a time-based interaction that better balanced user needs, implementation constraints, and differences between urban, suburban, and rural travel.

The Impact

62% → 30%
Pre-interview drop-off

3 days → 30 minutes
Qualification to booked interview

The redesigned experience also reduced manual recruiter coordination through self-service, clearer candidate states, automation, and cross-channel messaging.

What This Case Demonstrates

Structure
Turning a fragmented hiring process into a coherent journey.

Guide
Writing and designing interactions that help users understand what happens next.

Align
Balancing candidate needs with recruiting, operations, legal, compliance, and product requirements.

Lead
Using content design to shape the experience before final UI existed.