Taraki - Job hunting and networking platform

App's mockup

About Taraki

Taraki is an online marketplace for blue and white collar job seekers and hiring managers in Pakistan. It aims to empower job seekers by connecting them with tailored opportunities and provide employers with vetted candidates.

To comply with my non-disclosure agreement, I have omitted confidential information in this case study.


  • Product Design Consultant
  • UI / UX Lead


2 phases, 3 months each


I completely revamped and restructured Taraki's job-seeking mobile application and employer portal. Challenges the startup faced included: less downloads, low user retention, engagement and a frustrating user experience.

I conducted UX Strategy sessions, ideation along with affinity mapping, user journey mapping, wireframing and moved on to high-fidelity design and definition of a scalable design system. We conducted A/B tests to verify our design choices and reiterated. Finally we conducted usability tests and incorporated most of the valuable feedback.

A glimpse of the impact of my efforts in collaboration with the team:

  • User retention increased by 50%
  • Signup conversion reached 67%
  • New users increased to 141 (+ 10% MoM)
  • Employers posted 254 new jobs (+52% MoM) in a month
  • Employers started paying for the service, increasing the company's revenue

01. Problem Identification

Taraki previously had a basic MVP version of a mobile application with no defined design system and a poor user experience. Although the number of downloads was high, there has been low user engagement and retention as many users started complaining about poor user experience.

Challenges faced by Taraki team

Hence, there was a dire need to review and improve the overall experience.

How might we..

restructure and redesign Taraki’s job-seeker and employer-facing products in order to increase users, engagement, retention and their satisfaction?

Another outcome was for me to help Taraki set up their in-house design team.

02. Process Definition

To start off, I defined ways of working with the team. The purpose of defining a workflow was to get the team’s buy-in and work in a streamlined manner.

I designed a workflow to work with different teams, including product, business development, technology, marketing and customer service. The workflow included every interaction, activities (internal and external) and process of working on iterations following an Agile Methodology. This workflow contained discussion points, outcomes and participants of each touchpoint along with approximate duration.

User Flow Diagram showing the process we followed

User Flow Diagram I designed outlining the process the team should follow

03. Knowledge Map

After conducting meetings with the team, I created an initial Knowledge Map. This consisted of:

  • Taraki’s products and features
  • Targeted Personas
  • Vision, Mission, Value Proposition
  • Plan to move forward
  • Competitors

Knowledge Map on Figjam

  • Job-seeking application
    • Sign up and Login
    • Find Jobs
    • Connect with people
    • Manage Card / Account
    • Groups or Forum to learn from people
  • Employee Portal
    • Post a job
    • Dashboard to manage applications

04. UX Strategy Sessions

In order to understand customer pain points and ideate for solutions, I conducted co-creation UX Strategy sessions over the course of a month with both product teams, i.e. job-seeker product and employer portal.

Prior to these sessions, I prepared a template on Figjam consisting of the following sections:

  1. Session goals
  2. List of participants
  3. Pre-requisite readings / resources
  4. Division into modules:
    • Jobs (find a job)
    • Connect (find a connection)
    • Groups (talk to people)
    • Card (profile)
  5. Job-posting employer portal
    • Post a job
    • Manage applications
    • Manage account
  6. Discussion points

I conducted desk research and market competitor analysis for the targeted modules before each session. The activities I had planned to do with the team included:

  1. Identifying Pain Points
  2. Brainstorming and Ideation
  3. Affinity Mapping of ideas
  4. Prioritisation of ideas (in terms of feasibility, viability and desirability)
  5. User Journey Mapping
  6. Defining content structure
UX Sessions
UX Sessions

Affinity Mapping of Employer portal pain points / ideas

UX Sessions

Content Structure for one of the modules

Due to signing an NDA with Taraki, I cannot disclose specific pain points associated with both products and how I helped them mitigate these challenges.

05. Wireframing

In each UX Strategy session, we collaboratively designed low fidelity wireframes for each module’s major flows. This helped us understand the navigation, user flows and interactions.


Following this, I digitized wireframes on Figma and completed the flows.

UX Sessions

A glimpse of digitized wireframes on Figma

Wireframes helped us focus solely on designing flows that reflect the best user experience. We kept in mind the following heuristics:

  • Following standards and staying consistent, keeping in mind interactions users are typically familiar with
  • Taraki users were low-to-medium literate people who were accustomed to using applications like Whatsapp and YouTube. Hence, I made sure to stick to interactions they are familiar with so there is transfer of knowledge.

  • Ensuring system status is visible and accessible to users at all times
  • This included, for instance, clearly communicating to users where they are in the job application process via a progress bar.

  • Designing to prevent errors
  • This meant guiding users with clear action items in case they make a mistake so they can recover from errors.

  • Designing for minimal effort from users
  • This involved making flows less complicated, only asking users to enter information that is absolutely necessary.

06. Design System


I worked with a UI/UX designer to tighten up the Taraki logo, formed their brand guide and included a color palette (primary, secondary, semantic and neutral colors), typographic system, icon library as well as illustrations and their usage.

Branding Guide
Branding Guide

Taraki’s brand guide and visual guide for social media

Branding Navigation Bar

Taraki's bottom navigation illustrating different color hues assigned to different modules


Next, I worked on forming a design system. This included button variations, input fields, selectors, cards etc. as master components in Figma.

I informed the team that the design system will evolve once I work on UI design as more complex interfaces are designed which require unique components.

The initial design system encompassed the following

  • Varying Sizes
    • Large
    • Small
  • Varying Types
    • Primary
    • Secondary
  • Varying States
    • Inactive
    • Active
    • Tapped
    • Error
    • Success
  • Varying Styles
    • Ghost Buttons
    • Buttons with Icons
  • Dimensions of the input fields with padding with and without an icon
  • Different States
    • Inactive
    • Active
    • Tapped
    • Filled
    • Error
    • Success
  • Special Input Fields
    • Search
    • Dropdown
  • Radio button
  • Toggle
  • Checkbox
  • Slider
Design System

A glimpse of the design system

Design System
Design System

Various components of the design system

06. Prototyping / UI Design

Once the initial design system was set up,

  • I prioritized modules with Taraki’s product owners
  • Highest priority module first, I used wireframes as a base for the flow and the design system as a guide to design Hi-Fi prototypes
    • I started off by defining color and font styles in the Figma file
    • I designed every flow and every interaction
  • Jobs Screen

    Every interaction designed for the main Jobs screen

  • I made sure to design every instance of each flow, i.e. happy paths as well as those with errors and empty states
  • Empty States Screen

    Happy paths and error states

    Prototypes on Figma

    Hi-Fi responsive and interactive prototypes for the job-seeker product and employer portal

Mobile Prototype Screens

Closer Look at Mobile App prototypes

Web Prototype Screens

Closer Look at Web Portal prototypes

08. A/B Testing

I planned to work on UI in parallel with A/B Testing.

Taraki was built using Bubble framework and hence, development speed and cost was lower than custom development. Due to this, the team decided to conduct A/B testing of developed versions to validate designs.

The process we followed was:

  • The product team prepared a Product Requirement Document (PRD) for each feature within a module and I used to review it.
    • Objective and goals
    • Rationale behind goals / Mixpanel stats
    • Non-goals (goals which may seem similar to this feature but are out of scope and can be covered in another PRD)
    • Existing design variants
    • A/B Testing release plan
    • Review / QA (per department)
  • The dev team used to roll out the desired flow’s variants in chunks, e.g. design variant 1 for 50% of the users and design variant 2 for the remaining 50%. Following this we would analyze data on Mixpanel for user engagement, drop-offs etc.
  • A/B testing and data analysis on Mixpanel helped us identify which design variant in a flow is preferred by users. Furthermore, the customer service team was in constant touch with users so they received feedback first-hand about changes. The idea was to test with users before finalizing the design.

Me leading a PRD session

Leading a session with the Taraki team at their head office

09. Usability Testing

We also conducted usability tests. I created a detailed guide for the testing to take place. It majorly consisted of:

This involved:

  • Feature selection
  • Test participants
  • Venue and logistics
  • Team’s training
  • Pilot test
  • Review / QA (per department)

This involved:

  • Venue set up
  • Supplies and resources
  • Back ups
  • Running the test
    • Time, format and schedule
    • Session format
    • Facilitator guide
    • Note-taker guide
    • Mode of communication during the test

This involved:

  • Synthesis of notes
  • Test report
  • Design and development
  • Testing

A glimpse of the Facilitator's Guide for Usability Testing

We picked a few modules and conducted usability testing of around 15 participants (including users and non-users of Taraki app). The main objective was to test Signing up to Taraki (with new users), and test other modules that follow.

Conducting these tests helped us identify:

  • User biases that exist when it comes to information flow. For instance, upon selecting the location while signing up, users perceived the location to be the ideal job location (rather than their own location)
  • Transfer of knowledge from using other apps. For example, users were aware of how to upload an introductory audio in the job application as the interface look similar to Whatsapp’s voice-note
  • Additional features and suggestions, including the ability to receive updates about their job application from the employer
  • How users with different educational background use the app differently

Usability testing not only helped us test the application’s flow and interface and receive suggestions, but also made us realize that we should revisit our Personas and categorize people based on their tech literacy level. It also meant people with very low tech literacy don’t necessarily fall within our target personas.

Usability Testing Figjam

Figjam dedicated to noting down feedback, observations and comments screen-by-screen for each module.

Usability Testing Board Rules

We also defined rules for noting down insights and made the activity efficient with the use of stamps and color coded sticky notes on Figjam

10. Impact ✨

The complete revamp of the Taraki app resulted in a major improvement in metrics, including a large number of new users, their consistent engagement and retention over time. Following the revamp:


  • Signup conversion reached 67%
  • Over 90% of applications were completed - dramatically reducing drop-off in the sign-up process
  • Number of total Engaged Users in one week in May 2023 were 2176
  • 30% of all users got in touch with employers - previously candidates were unable to contact employers
  • The job-seeker application started receiving consecutive 5-star reviews on Google PlayStore

  • New users increased to 141 (+ 10% MoM) that ended up posting 342 jobs (+40% MoM)
  • User retention increased by 50%
  • Employers posted 254 new jobs (+52% MoM) in a month
  • Taraki start getting paid customers. User satisfaction along with introduction of some packages allowed the team to charge employers an amount for some additional features we had worked on

Till May 2023 Taraki had 42 employers who had successfully hired 277 candidates.

Man smiling while looking at his phone


The definition of processes, extensive documentation on Notion and keeping all departments involved in co-creative sessions had a great role in hiring and setting up the project design team. I ensured that all project design files are categorized, organized and well structured to be able to hand it off to the new hires. I was available for walkthroughs and any kind of guidance for a couple of months before wrapping up.


Taraki is a project I’ve seen grow tremendously before my eyes. I thoroughly enjoyed working with the team which consisted of graduates from the top university in the region and needless to say, they were brilliant and I learnt a lot from them.

Leading UX Strategy Sessions with a team of 15+ representatives of each department including top-management allowed me to explore the leadership side of me. In several instances, I would find myself advocating for design that suits Taraki’s users best and is feasible to implement. At the end of each session, the team would feel drained but very accomplished to have collaboratively made a difference.

The products I set the foundations of, helped jobless people in Pakistan get jobs, it helped them bring food to the table for their families and for me, there is nothing more beautiful and meaningful than that.

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