CircaWorks partnered with OneSpring and conducted a research study to enhance the Outreach Management System (OMS) experience for companies focused on diversity, equity, and inclusion (DEI) hiring, as well as compliance-focused organizations. The goal was to better understand user behaviors, pain points, and expectations to create a more efficient and user-friendly system. The research strategy included cognitive walkthroughs, user personas, and use case analysis to ensure a comprehensive understanding of user interactions with OMS.

Challenge

The research identified key challenges affecting the usability and efficiency of the OMS. Users struggled with tracking outreach efforts effectively, as the system lacked intuitive workflows for managing interactions with community-based organizations (CBOs). Engagement tracking was inconsistent, with users facing difficulties in defining and measuring meaningful interactions. Communication features for sending and receiving referrals and messages were not streamlined, causing delays in collaboration. Additionally, the search functionality for evaluating organizations required improvements to ensure users could efficiently find and assess relevant CBOs. These challenges led to inefficiencies, reduced engagement, and increased frustration among users.

Solution

CircaWorks implemented a structured research approach to develop targeted improvements for OMS. Cognitive walkthroughs were conducted to evaluate the system’s learnability and identify usability gaps. Priority user personas were created to represent high-frequency and low-frequency users, helping tailor the system to different engagement levels. Use case analysis provided insights into real-world interactions, leading to the refinement of workflows for tracking outreach, engaging with CBOs, managing communications, and improving search functionalities. The implementation of think-aloud sessions and usability testing allowed researchers to capture unfiltered user feedback, leading to design changes that addressed key pain points.

Results

The research-driven improvements led to a more efficient and user-friendly OMS. Users reported increased ease in tracking outreach efforts, with clearer workflows and improved engagement tracking. The communication process was optimized, allowing for more seamless interactions between representatives and CBOs. Enhanced search functionalities made it easier for users to find and evaluate relevant organizations, reducing time spent on administrative tasks. Overall, user satisfaction improved, with feedback indicating a more intuitive and efficient experience. These changes positioned OMS as a more effective tool for organizations committed to DEI hiring and compliance, ensuring they could maximize their outreach and impact.

Through a structured and user-focused research approach, CircaWorks successfully addressed critical usability challenges within OMS. The research insights guided design enhancements that streamlined workflows, improved communication, and enhanced search capabilities.

“CircaWorks’ OMS improvements have streamlined our outreach efforts, making it easier to engage with the right organizations and track our impact. The enhancements have saved us valuable time while significantly improving our compliance workflows.”

— HR Compliance Manager, Circa