Indeed: Trust study

Collaboration with Indeed

Indeed knows there are a lot of job applicants using their platform to apply for jobs. However, they are not sure whether job applicants are willing to apply through their platform or is just using it as a job search engine. If applicants are not directly using Indeed, what are the factors affecting the lack of use? This research focused on uncovering trust factors and recommendations for Indeed to implement.

Full Presentation

Team: 3 UX Researchers

My Role: Conducted literature reviews and interviews

Duration: Jan 2019 - May 2019


Client Kickoff

The 3 biggest takeaways from the client kickoff with Dave Yeats, UX Research Director from Indeed:

  • Want to attract people (younger generation) to become life-long gardeners by making it easy for them to get into gardening
  • Build a community for expert gardeners to support novice gardeners
  • Provide great experience to gardening

The Challenge:

How might we design a community that can attract expert gardeners?

Competitive Analysis

I started off with competitive analysis to understand how other competitors resolve their customer's problem.

Story Map

Along with competitive analysis, I created a story map to identify Gardenio's opportunities, which are:

  • Engaging - Hands-on plant care
  • Interesting - Unique harvest experience
  • Satisfying - Users can eat what they've grown

Business Model Canvas

I then had a the focus on building a community or is it on supporting novice gardeners?

I came to a conclusion that Gardenio wants to support novice gardeners but don't have the funds to hired experts. A community can solve this problem since everyone can help each other out. Thus, I proceeded to create a Business Model Canvas to clarify how the community would work. How to attract "expert" gardeners is the problem I want to tackle.


Translating insights into tangible ideas.


Plant Care


Key Features

Ease of getting into gardening

By recommending plants for beginners based on their gardening level and geographical location.

Simple plant care and get to know your plant better

By giving gardener nofications of the weather conditions and watering cycles. In addition, displays information about plant care, harvesting, and possible recipes.

Attracting experts and solving user's problems

Gardenio can attract "experts" by collaborating with nurseries. Giving them "verified" status and a chance to promote themselves through their username, which will include the company name. Regular people can gain the status by leveling up through answering other people's questions.

Further Recommendations

In addition to the prototype, Gardenio can consider...

  • Opening a physical store, as it would be easier to bring the community together
  • The store in turn can hold events such as workshops, talks, etc.
  • Collaborate with local schools. Schools can teach children about gardening, Gardenio can gain orders and reputation


What I can do better

In this project, I prioritized trying to solve the client's problem. If there were more time, I would conduct more research on the customer's side, which would include gardeners, nurseries, etc.

What I've learned

This is my first time incorporating animations into my design. It can make the prototype seem more interactive and engaging.

From client kickoff, I wanted to learn the different aspect of problems that the client wants to solve.

Since trust was the main factor that Indeed thought was an issue, I set out to understand how other research measure trust.

From competitive analysis, our objective was to find out what functions are Indeed's competitors incorporating in their job search platform that may lead to trust.

Next, I conducted interviews and surveys to gain in-depth insights to why job applicants were not using Indeed to directly apply to jobs.

After conducting surveys and interviews, we came to a conclusion that trust isn't an issue. Thus, we had our pivot. In addition to finding out why people trust Indeed, as an international student, I was curious if there was a difference job seeking difference between us and domestic students.

I conducted another round of interviews to gain insight to my questions.

In addition to interviews, we also collected interviewee's job-seek spreadsheet data to compare differences between domestic and international students.

Based on our research, we gave recommendations to Indeed on what affects trust and a potential target audience.