Role
Founding Product Designer
Team
Product Owner, Engineers, HR Consultant, BusDev
Domain
B2B, HRTech, AI
Key roles
Recruiters, HRD, Hiring Managers & Candidates
Context & Problem
Potis.ai is an AI recruiter that helps growing teams attract top talent.
But we had a problem: most trial users never invited a candidate or even finished creating a job. Without reaching that first “aha moment,” they didn’t convert.
Research
Interviews and Hotjar analysis revealed that users often got stuck, when they landed on the dashboard.
They repeated the same thing:
- I didn’t understand what to do next.
- It looked overwhelming, so I quit.
- This isn’t what I expected.
Approach
Incremental fixes didn’t solve the core comprehension problem, so we shifted to a structural redesign focused on first-session clarity and exploration.
Redesign focus
Workflow-driven information architecture
Lower cognitive load through hierarchy and conventions
Accessible, scalable foundation (WCAG AA)
Dashboard: First Value & Activation
The “My vacancies” section became the central part of the dashboard, with “Add vacancy” surfaced as the primary action.
Introduced a pre-filled demo vacancy so new users land on
an example instead of an empty state, reducing uncertainty and setting expectations.Surfaced paid features through contextual, non-intrusive cues aligned with user intent.
Vacancy results
Instead of placing everything on a single screen, I introduced a step-by-step flow that surfaces information progressively — vacancy details, candidate results, and insights.
The layout is split into a primary and a secondary area, keeping key actions accessible without distracting from results.
Results are shown in two views: a table for detailed review and a heatmap for fast comparison. Color intensity reflects skill proficiency, enabling quick identification of strengths and gaps.
Candidates details
The focus here was on surfacing the most relevant information and decision points so recruiters could quickly assess overall fit. The page opens with an overall rating, giving an immediate signal before diving deeper.
Usability testing
During testing, I conducted ~15 moderated usability sessions across prototypes and the live product after soft launch.
Users completed core scenarios such as creating a job and reviewing candidate results, which allowed us to uncover friction points, validate assumptions, and stress-test product logic in real conditions.
Results & Impact
I redesigned the dashboard into a clear, intuitive hub with strong hierarchy and interactive demo data.
This helped users quickly understand the product and take meaningful action, driving a 27% increase in activation.
Ease of use improved significantly (SEQ 4.6), and overall satisfaction reached CSAT 4.1.
From a business perspective, the redesign shortened time-to-value, supported our first annual subscriptions, and generated early interest from enterprise customers, unlocking new monetization opportunities.
