EY US Careers Website Transformation
A strategic redesign driven by deep UX research, SEO optimization, and future-proof architecture for talent attraction
A User-Centric, Data-Driven Redesign
The EY US Careers website required a strategic redesign to resolve UX friction, optimize SEO performance, and align with a bold new EVP. As the project's Digital Strategy & UX Lead, I drove an audit-first process, developed personas, designed improved user journeys, and created a phased roadmap to guide the site's future evolution.
Data-Driven UX
Leveraged deep user journey mapping, competitor benchmarking, and SEO insights to define new IA and journeys.
EVP-Centric Storytelling
Designed a flexible content model to bring EY's refreshed EVP to life through authentic storytelling and dynamic components.
Future-Proof Architecture
Established a phased roadmap moving from tactical fixes to a fully personalized, AI-enabled careers site.
My Involvement
Role
Digital Strategy & UX Lead
Scope
Led UX audit, persona development, sitemap and wireframe design, content principles, component design recommendations, and roadmap definition.
Key Focus Areas
Project Timeline
Full UX and Technical Audit
Comprehensive analysis of existing site performance, user experience gaps, and technical infrastructure review.
Persona Development & Journey Mapping
Development of 5 detailed personas and comprehensive user journey analysis to guide design decisions.
Sitemap & Wireframe Development
Creation of new information architecture and detailed wireframes for key user paths.
Content & Component Recommendations
Design of modular content framework and component library to support EVP storytelling.
Final Roadmap & Implementation Kickoff
Delivery of comprehensive implementation roadmap and transition to development phase.
Transformative Changes
User Journey Experience
Fragmented user journeys
Persona-driven journeys with reduced friction
SEO & Mobile Performance
Low SEO alignment and poor mobile UX
SEO-optimized, mobile-first content structure
Job Search Integration
Siloed content and ATS handoff friction
Seamless job search integration and ATS transition plan
Brand Expression
EVP under-expressed in content
Modular content framework fully aligned to EVP
Project Approach
Audit & Benchmarking
Comprehensive site audit, competitive review, persona-driven journey mapping.
Persona Definition
Developed 5 personas to guide UX and content strategy decisions.
Sitemap & Wireframe Design
Defined new IA and page templates optimized for user goals and SEO.
Component & Content Recommendations
Created modular content patterns to support storytelling and conversion.
Phased Roadmap
Outlined short-, medium-, and long-term evolution of the site architecture.
Technology Context & Platforms
Content Management
- Adobe Experience Manager (AEM)
- Content modeling
- Component library
Analytics & SEO
- Adobe Analytics
- Google SEO optimization
- Performance tracking
Integration & Tools
- ATS (Oracle/Taleo)
- Flourish (legacy)
- Octopus.do (sitemap)
Impact & Projected Results
+60%
Job Search Engagement
Projected increase in job search page engagement through improved UX
2x
Content Page Time
Average time on content pages through enhanced storytelling
+35%
Bounce Rate Reduction
Reduced bounce rate through optimized user journeys
Top 3
SEO Rankings
Improved SEO ranking across core career search terms
Ongoing Partnership
Implementation Support
- • Ongoing UX advisory during build
- • Support for AEM component implementation
Optimization & Monitoring
- • Content review and optimization cycles
- • SEO performance monitoring
Current EY Careers Site
Visit Current EY Careers US Site
The site is currently in the implementation phase. View the current EY careers experience while the redesign is being developed.
Visit Current EY Careers US SiteProtected Resources
Website Audit Report
Comprehensive audit of the current EY US Careers website, including technical analysis, UX evaluation, and strategic recommendations.
Current Site Architecture
Detailed sitemap and information architecture of the existing website structure.
Interactive Sitemap
Explore Current Architecture
Interactive visualization of the EY US Careers website structure created using Octopus.do mapping tool.