CASE STUDY
Rebuilding Teal’s Job Board Into a High-Conversion Growth Engine
Transformed a dated job board into a product-led growth funnel driving 100K+ signups a month and 4% paid conversion.
3 min read
Project Overview
I led the end-to-end redesign of Teal’s job board, turning it from a stagnant utility into a powerful acquisition and monetization lever. By revamping the user experience and introducing a job-to-resume match score, I helped create a seamless entry point into the Teal ecosystem—one that converts at scale and sets up long-term engagement.
KEY METRICS
1 Million+
monthly users interacting with the new job board
100K+
new user signups per month
4%
upgrade rate from free to paid (Teal+)
Status
Shipped
Role
Lead Product Designer (solo)
Year
2025
Product
Teal (B2C Career Platform)
Audience
Job Seekers across the U.S.
Skills
UX Design
Growth Strategy
User Research
Onboarding Design
Prototyping
PROBLEM
An outdated job board misaligned with growth goals
Teal’s original job board was functional but flat, users landed, searched, and bounced. It didn’t reflect the value of the broader platform and wasn’t helping the business grow.
Core challenges:
Low engagement with limited user motivation to sign up
No clear path from free usage to paid features
Missed opportunity to surface value early in the journey
Old job board with no clear Signup CTAs
User struggled to figure out how to even search for jobs.
The filters and search where a confusing UX
Redesigned public job posting
Letting users know they could match their resume was a key signup hook.
STRATEGY & Insights
Matching user intent to product value
While exploring growth levers, I identified a key opportunity: users don’t just want job listings, they want interviews. That insight led to the introduction of a job-to-resume match score, highlighting how well a user’s resume aligns with a given job. This served as:
A moment of insight (your resume isn’t ready yet)
A hook for signup (unlocking your match score)
A driver for upgrades (unlock all keywords)
DESIGN EXECUTION
Clarity, momentum, and nudges
I stripped down the previous interface, removing friction and making search filters, job cards, and detail views cleaner and more scannable. Every element was designed to invite action, save a job, compare resumes, tailor your resume, creating a feedback loop of value.
Rebuilt search UX for speed and relevance
Added the match score experience to spark curiosity
Added CTAs that would point users towards Teal+ features
Once users have uploaded a resume unlocking all of the job keywords gives an incentive to upgrade.
Improving the UX and UI of the navigation has led to users returning to the job board daily.
Mobile screens for member job search
Implementation
After launch, I noticed a key behavior pattern: users who engaged with the resume builder, especially to tailor it to job listings, were much more likely to upgrade. That insight led me to reshape the onboarding. Instead of dropping users into job listings right away, I redirected the flow to highlight resume optimization first. This gave users a clear reason to explore Teal+, and it worked.
Conclusion
Designing for product growth isn’t just about clean interfaces, it’s about aligning incentives. By focusing on what job seekers actually care about (landing interviews) and making that connection visible through a match score, I was able to bridge product value with business goals. This project reinforced how much of design is about surfacing the right behavior at the right time.
