AI Hiring Platform Redesign
Helped an AI hiring platform better communicate its value through user interview and website redesign.
January 2025 - April 2025
Partnered with WedgeHR
LBLE Consulting Project
Overview
Project Goal
This project focused on redesigning the UX and website experience for WedgeHR, an AI-powered hiring platform. Although the product itself was technically strong — offering AI-driven tools that helped companies screen candidates more efficiently — WedgeHR was experiencing challenges in user growth and customer acquisition. The platform was highly competitive in both functionality and pricing, yet many potential customers struggled to quickly understand what the product actually did and why it was valuable to them.
User Insights
Pain Point
what specific problem the platform solved.
how it differentiated itself from other HR software solutions,
and why they should trust the product.
Even from my perspective as someone with a design background, it required time and effort to fully understand the product and its workflow after first visiting the website.
One particularly interesting finding was that users generally had very little understanding of what AI hiring software should cost. Unlike products such as Spotify or Netflix, where consumers typically have an intuitive expectation of monthly pricing, the AI hiring software market lacked a clear pricing reference point for most users.
Reframing Business Problem
Reframed Problem
This insight fundamentally changed how I approached the project. Initially, WedgeHR framed its primary challenge as:
“How can we attract more users?”
However, after conducting the research, I redefined the problem as:
“How can we help users more quickly and clearly understand the value of the product?”
Market Analysis
Growing AI Hiring Market
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Competitive Analysis
The competitor analysis revealed a wide pricing range across the industry. Some platforms offered entry-level plans for under $100 per month, while enterprise-focused solutions could exceed $400 per month. In comparison, WedgeHR’s platform was priced at approximately $150 per month while offering more than 30 features, making it a highly competitive and cost-effective solution within the market.
Redesign
Re-Imagining Browsing Experience
Based on these findings, my redesign strategy focused not simply on improving the visual appearance of the website, but on helping users understand the platform’s value within the first few seconds of landing on the site.
Landing Page
I redesigned the information architecture to make the platform’s key value propositions more visible and accessible on the homepage. I also simplified the website language, as the original messaging was overly technical and difficult for first-time users to interpret. In addition, I recommended implementing a more transparent pricing structure that included:
entry-level plans,
enterprise plans,
and a free trial option.
At the time, WedgeHR offered only a single pricing model for all customer types, which created a relatively high barrier for smaller businesses and first-time users exploring the product.
Pricing Page
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Meet the TEam
Elizaveta Dorofeva
Aaron Schapp, WedgeHR COO
Mihika Shukla
Lushan Wang
Brindha Rajakumar
Adithya Gedupooru
Isabel Granados Sánchez
Naren
Edara
Josep Maria Rovira Solé
Lauren LaMonica, LBLE TA
Charlotte Gregoire
Matt Baxter, WedgeHR CEO
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