Naukri launched Naukri 360 to support job seekers in their career growth, not just in finding jobs. Within Naukri 360, there is an interview preparation service that offers tools and resources to help candidates practise and succeed in their interviews.
Objective
User generative AI to offer customised and engaging help for job seekers preparing for interviews
The primary goal of the project was to engage users and improve brand perception, not to earn revenue
Problem
Many job seekers feel nervous and unprepared for interviews because they:
Don’t know what to say
Lack confidence
Get general advice that doesn’t help
Feel anxious about potential questions
Need clear guidance on how to improve
Opportunity
For users: A simple, personalised, and trustworthy interview preparation tool.
For business: Boost monthly active user engagement on the platform and generate revenue from it.
Impact
Monthly active users: 11 lakh+
Engaged users: 1.4 lakh+
Monthly revenue: ₹5.6 lakh+
NPS: 46
My role
As the solo content designer, my primary responsibility was to create user-centric content that addressed the specific needs and pain points of job seekers. Here’s what I did:
Connected with job seekers: Gathered their experiences and challenges directly.
Identified common challenges: Discovered patterns in responses to understand difficulties faced during interview preparation.
Grouped users: Categorised users into specific groups, such as beginners or those who have faced rejections.
Outlined needs: Determined what each group requires to feel confident and prepared for interviews.
Planned and developed content: Created relevant materials that address the specific needs of each user group.
Supported job seekers: Provided a helpful experience to enable job seekers to prepare effectively for their interviews.
Few live screens from the interview preparation module
Content strategy
To create effective app content, we focused on understanding our users and their needs. This process led us to develop a clear content strategy, which consists of two main steps:
Step 1
User Insights: Conduct interviews and gather feedback to group users based on their needs, then create a visual map of these insights.
Step 2
Copy Development: Use the insights to create clear, motivating messages that address each group’s specific challenges.
User insights
Connected with users
Interviews and surveys
We engaged with job seekers to understand their feelings regarding interviews. We conducted interviews and surveys asking questions such as:
How do you feel about job interviews?
What challenges do you face when preparing?
What help do you wish you had?
Patterns
After collecting the responses, we analysed them for common themes.
Pattern category | User feedback examples | Pattern identified |
Feelings about interviews |
| Users feel anxious or unsure about their abilities |
Need for specific preparation |
| User want focused practice tailored to their needs |
Feedback for improvement |
| Users feel they lack constructive feedback on their performance |
Grouped users by their experiences
From the patterns, we categorised users into different groups based on their specific challenges or goals related to interviews.
Never appeared for an interview: New graduates or job seekers who have not interviewed before.
Just started job search: Users beginning their job search who want practice.
Got an interview call: Candidates who received an interview invitation and need targeted preparation.
Not able to crack interviews: Individuals who faced multiple rejections and need improvement.
Created visual maps
Once we established the user groups, a visual map was created to serve as a key reference point for the entire team.
User stage | User group | What they need | What they say | What we can create |
Never appeared for an interview | New graduate | Basic understanding of interviews | I don’t know what to expect | Guide on interview basics |
Just started job search | Early job seeker | Practice for role-specific interviews | What should I practise? | Role-based interview preparation content |
Got an interview call | Active interview candidate | Specific preparation for a company role | How do I prepare for this company? | Company-specific interview preparation resource |
Not able to crack interviews | Experienced but struggling | Feedback to improve performance | I keep getting rejected | Tools for personalised feedback |
Copy development
Deriving tones from user insights
Understanding user emotions
Users expressed feelings of anxiety and uncertainty about interviews.
Tone derived: Supportive and reassuring
Identifying user needs for clarity
Users felt confused about what to expect during preparation.
Tone derived: Clear and direct
Recognising desire for empowerment
Users wanted to feel prepared and confident in their interview skills.
Tone derived: Motivational and empowering
Framing copies based on tones
Supportive and reassuring
Copy example: Anisha, get ready to shine in your interview!
Purpose: This personal message encourages users and helps build their confidence.
Clear and direct Tone
Copy example: You can view the AI answer if you need help
Purpose: This straightforward message tells users exactly how to get assistance, ensuring clarity.
Motivational and empowering
Copy example: "Be prepared with an AI-powered mock interview.
Purpose: This encourages users to take action and feel capable of preparing for their interviews.
Aligning copy with user emotions
I’m taking the feedback screen as an example, which users see after completing the mock interview. Supportive messages were crafted to encourage and motivate them to keep practising.
Understanding the emotional journey
Understanding Emotions: Through user feedback, we learned about emotions like anxiety, uncertainty, and the need for validation that many feel during interview preparation.
Providing Support: Each score category addresses specific feelings users might have at different stages, offering personalised, supportive feedback.
Low score (0-2)
Copy: "Don't stress! Use this as a starting point and keep practising."
Emotion: Users may feel discouraged or overwhelmed.
Purpose: To reassure users and encourage them to view this score as a beginning, motivating further practice.
Average score (3-4)
Copy: "Everyone starts somewhere! Keep practising, you’ll improve."
Emotion: Users may feel uncertain and worried about their progress.
Purpose: To normalise their experience, providing encouragement for steady improvement.
Fair score (5-6)
Copy: "Keep trying, you can get better by working harder."
Emotion: Users feel stuck but hopeful about their potential.
Purpose: To acknowledge progress so far and motivate continued effort.
Good score (7-8)
Copy: "Keep practising! The more you practise, the better you’ll get."
Emotion: Users feel pleased with their progress but eager to improve further.
Purpose: To validate their hard work and encourage consistent practice.
Excellent score (9)
Copy: "Well done! With more practice, you will do even better."
Emotion: Users feel proud but may still feel anxious about the next steps.
Purpose: To celebrate their success while encouraging them to keep refining their skills.
Perfect score (10)
Copy: "Keep it up, you’ll do great in your interview."
Emotion: Users feel confident and accomplished.
Purpose: To reinforce their success, boosting their confidence as they approach their interview.
This way, the messaging felt more personal, motivating users with language that supports them wherever they are.
Key takeaways
Encouragement matters: Positive messages helped users feel more confident and excited about preparing for interviews.
Emotional connection is key: Users liked messages that understood how they felt, making the app feel more friendly and supportive.
Teamwork lead to better results: Working closely with design, product, and tech teams made the project easier and more enjoyable to use.
Engagement over revenue: Focusing on user engagement first established a strong community and positive brand perception.
Feedback drives improvement: Regularly collecting and acting on user feedback led to significant enhancements
Clarity enhances understanding: Using clear and simple language helped users navigate the app with ease and confidence.