Client: ColdLogic, a logistics provider for Sobeys
ColdLogic was founded October 1, 2010, as division of Americold a dedicated 3rd party service provider for Safeway Canada. Our original purpose was to provide exceptional service to each customer within the Safeway organization and stores within British Columbia.
This purpose and commitment extended to Sobeys upon their purchase of the Safeway Canada organization in 2013.
Roles in the project:
Lead Designer | User Research | Product Manager
Project Brief
Coldlogic was looking for new ways to recruit talent, as the recruiting fairs, job postings and referral programs could only do so much.
At the same time, when an interviewer asked a potential associate “what have you heard about us?” the interviewee would normally answer “Well, I’ve tried to look for information about the company, but your website is under construction”. The ColdLogic website has been under construction for a while at that moment. As a result, the interviewer could not assess if the candidate was interested in a career with the company or just looking for a temporal position.
UX Toolkit for this project:
Stakeholder Interviews
Experience Mapping
Story Mapping
Paper Prototyping
Interaction Design
User Interface Design
Project Objectives
Design and develop a corporate website selling the benefits of working and developing a career with ColdLogic.
Secondary Objectives:
- Increase the number of applicants per opening position on the company.
- Communicate hours of operations and facility address to transportation providers.
Important fact: Although ColdLogic is a logistics provider,
they are proudly serving one customer, which means that despite the general “Sell more” type of corporate websites, this one serves the purpose of recruitment only.
Results
The original hypothesis was that website visitors would prepare better for interviews and that quality of applicants would increase. The number of quality applicants not only increased but results showed more applicants that were willing to work there, setting ColdLogic apart from being “Just another warehouse”.
Not only the quality of applicants started to arise. But by reducing roadblocks and steps to apply, the number of applicants equally rose.
Screens from the responsive website:
Don’t just take my word for it: