Process

Conduct a UX Audit: Reviewed the existing website to identify pain points in navigation, branding, signup flow, and CTAs. Also gathered analytics data to understand user behavior and drop-off points.

Stakeholder Collaboration: Worked with the project manager to understand business needs, target clients (HR professionals, hiring managers, etc.), and key conversion goals (sign-ups and inquiries). I also spoke to client facing team members about customer complaints, common support calls, and requests.

Competitor Analysis: Checkr, GoodHire, and HireRight are the top companies in the background check market, each have distinct strengths. I analyzed these to identify industry best practices and opportunities for improvement.

Feature/Aspect	Checkr	GoodHire	HireRight
Overview	AI-driven background check platform with a focus on automation and speed.	User-friendly platform offering comprehensive screening with compliance support.	Enterprise-level background check service with global reach and deep compliance expertise.
Target Market	Tech companies, gig economy, startups, and mid-sized businesses.	Small to mid-sized businesses and HR teams looking for easy-to-use solutions.	Large enterprises, multinational corporations, and regulated industries.
Key Features	AI-powered checks, continuous monitoring, analytics & reporting, compliance tools.	Customizable background checks, built-in compliance tools, and quick turnaround times.	Extensive global screening, drug testing, identity verification, and compliance management.
Ease of Use	Modern, API-friendly integration, developer-friendly.	Intuitive interface, self-service options, and transparent pricing.	More complex, enterprise-focused interface with tailored solutions.
Compliance & Regulations	Strong compliance features, built-in adverse action workflows, AI-driven risk assessments.	FCRA-compliant, EEOC guidelines, state-specific compliance tools.	Extensive compliance expertise, international regulations, DOT compliance.
Turnaround Time	Fast, automated checks with near-instant results for many screenings.	Quick turnaround, often within 24-72 hours.	Varies based on screening type, often longer for global and specialized checks.
Integration & API	Strong API and integrations with HR software (Greenhouse, Workday, etc.).	Integrates with many HR tools, but API capabilities are less robust than Checkr.	Enterprise-level integrations with HRIS, ATS, and compliance systems.
Pricing	Usage-based, scalable pricing. No public pricing, requires a quote.	Transparent pricing for basic checks; tiered plans available.	Custom pricing based on business needs, usually higher-cost.
Pros	Fast, AI-driven checks Strong automation and API support Scalable for growing businesses	Easy to use Affordable for small businesses Good compliance features	Comprehensive screening options Strong compliance and international coverage Custom solutions for enterprise needs
Cons	Limited global screening AI-based decision-making may have bias concerns	Fewer enterprise-level features Not as customizable as HireRight	Can be expensive Longer turnaround times for some screenings
Best For	Startups, gig platforms, and businesses needing quick, automated background checks.	Small to medium businesses needing affordable and compliant screening.	Large corporations, regulated industries, and companies with global hiring needs.

User Flow: Reviewed and organized all pages to ensure logical categorization, mapped user flows, and ensured CTAs were clearly visible across all pages.

The previous signup flow consisted of 5 pages of steps, after removing unneeded fields and combining terms and policies we managed to reduce it to just 2 steps.

Wireframing: Designed wireframes that focused on a streamlined signup process, clear service descriptions, and easy access to contact forms and customer support—while reinforcing trust and security throughout the experience.

The platform offers two account types: Express, tailored for small businesses with fewer features, and Enterprise, designed for larger businesses with expanded capabilities. Initially, the signup flow guided users based on the number of employees, but after multiple iterations, we transitioned to a company-type selection approach. Since company size is later confirmed during onboarding calls and emails, this adjustment simplified the signup experience while maintaining accurate user categorization.

Calls to Action: Focused on clear, persuasive CTAs encouraging sign-ups, such as “Start Screening” and “Contact,” placed strategically across the site. We made sure to use a bright, contrasting color as the CTA buttons to draw attention to signup, contact us, or login. The previous site had small, outlined buttons that didn’t stand out and there was no “Contact” option on the navigation menu.

Usability Testing: Conducted testing with business users to ensure the create account, login, and contact process was intuitive and free of friction points.

ADA Compliance: Ensured the site met accessibility standards, including accessible forms, contrast adjustments for readability, and keyboard navigation.

Outcome: The redesigned website was visually appealing and easy to navigate, which increased engagement and encouraged more businesses to sign up for background screening services. The clear calls to action and accessible features led to a smoother client journey and a 44% higher conversion rate, ultimately supporting growth of the company.