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Rep is a voice-based AI that lets guests speak directly with a site's representative, in this case, me.
I'm here to answer your questions, walk you through Jorge's work, and give you a better sense of what he does, using natural conversation.
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- What kind of work does Jorge do?
- Can you tell me about one of his projects?
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Challenge
Improve Conversion Across a Fragmented Experience
At The Ladders, a job search platform for high-paying roles, conversion was breaking down across key entry points, from registration to checkout. Too many users were bouncing before subscribing or abandoning at paywall moments, stalling subscription growth.
I was brought in to help fix this. My focus: simplify onboarding, reduce friction in checkout, and keep users engaged post-signup. Working across product, design, and marketing, I delivered targeted UX improvements that drove up user activation, boosted lead quality, and directly supported subscription revenue growth.
Impact
Registration redesign
Checkout flow improvements
Resume Performance Report
I co-led design on the following critical flows
Registration + Onboarding Flow
Resume Performance Report
Checkout + Subscription Conversion
I worked across daily sprints with product and engineering, contributing wireframes, content strategy, logic mapping, and design implementation from idea to delivery.
Improving Qualified User Conversion
Too many users were signing up without subscribing, or worse, signing up with fake data. The challenge wasn't just to increase volume, but to drive more qualified users through registration and into paid plans.
Rethinking When to Verify Email
To improve activation and reduce churn, I introduced email verification into the flow—testing three different approaches to better balance intent, value, and drop-off risk.
What I Did
1Lead With Verification
I started by placing email verification right after registration to reduce fake signups and improve lead quality. It filtered out low-intent users, but many left before seeing what made the platform worth using.
2Preferences Before Verification
Next, I moved verification after users set their job preferences—an attempt to build intent before gating access. Lead quality improved, but many still dropped off before reaching a meaningful moment in the experience.
3Value First, Then Gating
The final version let users preview job listings and try limited search before verifying. This drove the highest activation and subscription rates—and became the default.
Why V3 Was Most Effective
- Led with value: Users previewed content before being asked to register
- Timed friction smartly: Email verification came post-intent, not pre-engagement
- Improved user quality: Fewer signups overall, but higher conversion to paid plans
- Aligned with expected UX patterns: Familiar flow for platforms like LinkedIn or Indeed
Improving Email Engagement
Our emails were high volume but low value, generic alerts and city digests led to poor engagement and click-through.
I focused on our highest volume email, the job alert summary, and redesigned it with cleaner hierarchy, stronger personalization, and a single, clear CTA.
What I Did
1Redesigned the Job Alert Summary
A cleaner, simplified job alert with scannable CTAs and personal relevance.
- Reduced visual noise
- Surfaced user preferences inline
- Focused each message on one primary goal: Apply
2Introduced the Resume Performance Report
Dynamic resume feedback embedded in job alert and used in standalone quarterly emails.
- Measured views, downloads, and last-updated signals
- Visual scale showed resume "freshness"
- Reinforced user motivation by tying resume status to job visibility
3How We Kept It Fresh
We combined behavioral signals with personalized triggers to re-engage users, especially when no job matched that day.
- Used signals like recency, engagement, and role-matching to measure freshness
- Turned passive alerts into personalized resume health checks
- Created reasons to engage, even when no new job matched that day
- Boosted email performance while reinforcing product value
Why It Worked
- Personalized resume nudges drove engagement, even without new job matches
- Reinforced value through visual feedback and recruiter insights
- Boosted email performance with clearer CTAs and smarter timing