Category Archives: UX

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Design For All: Inside Indeed’s New Brand Identity

In early 2019, an ambitious initiative codenamed Project Aurora was born inside Indeed to create a dynamic new identity focused on...
How Indeed built a new brand identity to help all people get jobs

Indeed brand image collage

In early 2019, an ambitious initiative codenamed Project Aurora was born inside Indeed to create a dynamic new identity focused on bringing our brand into the future while honoring the foundational features that helped Indeed become the world’s number one job site* over the past 16 years.

From the company’s beginning, we’ve always strived to be a brand that people trust. We expanded our designs piece by piece whenever we saw a way to make it easier for people to find work or hire, but we’ve never endeavored to remake the entire system. Until now.

On February 8th 2021, the biggest update to Indeed’s brand identity in the company’s history — came to fruition.

Designed to integrate the look and feel of our products and solutions, the new identity reflects the pace of our evolution and helps us deliver on our belief that Indeed is here to help everyone get jobs. All people. All skills. All levels.

Design work that matters

Building our values into our brand
Dave Nguyen, Senior Creative Director of Brand Systems

Dave Nguyen, Senior Creative Director of Brand Systems

Dave Nguyen, Senior Creative Director of Brand Systems, led the project with his team working cross-functionally with a variety of collaborators from UX to Product to Marketing. Working alongside our executive leadership team, they integrated the core values of our company into the new look and feel of the brand.

“Everything, from the foundation of our in-product design system to the ways our brand is expressed through color, was done with a data-driven approach. This allowed us the opportunity to create accessible and inclusive designs focused on providing the best experience for both job seekers and employers everywhere,” Dave explains.

“We have to live out our story through our brand behaviors and through our advocacy, to make the undeniable connection between what we believe, who we are, and how the world perceives us,” Jennifer Warren, VP of Corporate Marketing adds. “It’s not enough for us to believe it. We have to be about it.”

Show me the data

For the last 2 years, Dave and the Brand Systems team approached their work the same way Indeed approaches all product design — by focusing on the data.

As we’re a data-driven organization, any creative proposal for the identity would need to be tested and successfully validated through our product first. Even things as abstract as the hue of a particular color or the shape of an icon. Our executive leadership team was heavily invested in this vision and wanted the direction of this new identity to come through an informed approach to our design.

As our CEO Chris Hyams likes to say, “If we can measure it, then we can improve it.”

Indeed is here to help you hireOur goal was to not only understand if the concepts would succeed in the product, but also measure what brand equity we had in our previous design that was worth retaining,” Dave recalls.

“We started by submitting our creative concepts through user research and brand equity studies. From there, we conducted extensive quantitative and qualitative testing across our products,” he adds.

In early 2020, we did an A/B test of new brand expressions for color, typography, iconography and illustrations within the product on our highest-traffic sites. We made adjustments along the way, but saw success in those initial testings and made sure that each proposal met our accessibility standards. 

By the end of the year, there was high confidence in the delivery of these new expressions. In some cases, they even exceeded expectations.

Focus on Accessibility and Inclusion

New Indeed branding on mobile phoneEach expression of our new brand identity has been carefully crafted so that everything from our color palette and typography to illustration style is recognizable and distinct. This holistic approach was built with a goal of maintaining our accessibility standards while serving a global audience of users.

LaFawn Davis who leads our Environmental, Social & Governance initiatives including Diversity, Inclusion & Belonging (DI&B) explains, “The new brand guidelines were specifically designed to empower Indeed marketers and our partners to understand accessibility issues in branded content, be mindful of bias related to ableism, and prioritize accessibility in all marketing content.” 

“With any job search, there are both highs and lows to that journey,” Dave adds. “So it was important to all of us involved in this project, to build an identity that was empathetic to our users’ journey and make sure this identity embodies attributes in our design that would connect with each individual, supporting them along the way.

Interested in working at Indeed? Visit our new career site to see our updated design and functionality with increased focus on accessibility.

A new look and attitude

We’ve crafted a complete brand and design system where each moment in our product and marketing experiences feels distinctly like us. Along with our refined logo, our new identity includes:

An empathic tone

Unified across product and marketing, our brand narrative is conversational and inclusive. We pair our voice with a flexible tone that helps us meet people where they are in a meaningful way. 

Beth Stone, Brand Strategy Director explains. “Our voice and tone is key to demonstrating we get what they’re going through and that we constantly strive to meet and help them throughout the ups and downs.” 

Indeed advertising with new look

Authentic and inclusive imagery

Our new illustration style takes its inspiration from real people representing the hundreds of millions who use Indeed. The diverse set of characters represent the different experiences of the nationalities, ages, ethnicities, abilities, and careers we serve.

“The inclusive imagery in our updated brand rollout is the visualization of our Inclusion and Belonging value in action,” Misty Gaither, Director, Global DI&B Business Partners says. “The images are a confirmation of our commitment to Diversity, Inclusion & Belonging at Indeed and demonstrate the importance of representation.

In addition to images, we’ve reshaped our iconography to focus on simplicity and helpfulness in order to make our design as easy as possible for people of all abilities to use and understand.

Human illustration icons

A dynamic color range

Designing a color palette that appeals to all, feels distinctive, and achieves our accessibility goals was no small feat. Through meticulous curation, we crafted a set of hues, tones, and contrast ratios to build a robust system that honors where we’ve come from and where we’d like to go. This range of colors not only provides enough grades for interacting with our product, it also accommodates the variety of ethnicities and skin tones that show up in our illustration style.

Color range for new Indeed branding

History in the making

This initiative is not about following the latest trends in design—it’s about delivering on Indeed’s commitment to build a better world of work through our products and services while understanding our work is never done.

“I’m really proud of the foundation that all of our teams have contributed to as part of this new identity,” Dave concludes. “We’re really just at the beginning of it and will continue to evolve our design and identity to reflect an ever-changing job market.”

Visit Indeed Design for more details on the new identity system and each of its expressions. For more stories about life inside Indeed, check out our culture blog.

*comScore Total Visits 2020



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A veteran inspires Indeed’s UX team to think differently

Looking for work is not for the faint of heart. Bill is a man I’d be happy to have on my side in almost any dangerous situation. Seeing his vulnerability and fear in the face of...

How Indeed’s users inspire our fight to make it easier to find a job.

I got a call a few months back from a distant relative. I’ll call him Bill.

Bill and I had only ever met in person once, and when he called I almost didn’t pick up the phone since I didn’t recognize the number. Once he established how we were related, he got to the point: he had heard I was in the business of helping people get jobs, and he was looking for some advice.

I work for Indeed as a UX research manager. When people hear that, they often start telling me about how they found their most recent job or how they have struggled to find work in the past.

But the call I got from Bill was different.

Bill was looking for advice because he was a career Green Beret in the U.S. Army and was approaching retirement. He’d served many tours in Iraq and Afghanistan, training soldiers to perform military operations in war zones. He joked with me that he was completely comfortable jumping out of a helicopter with explosives strapped to his body, but was terrified of looking for work in the civilian world.

Looking for work is hard. For many people, it can feel like fighting a battle. It requires courage, strength, focus, and resilience. The stakes are high. The emotions are real.

When talking to Bill, I was reminded how daunting it can be to make yourself vulnerable. Applying for jobs means asking outright for other people to judge you. And they do it based on criteria you can’t see. The process can be confusing and lonely and full of uncertainty.

Bill was accustomed to planning for all possible contingencies. In the Army, his life depended on careful preparation, checking and double-checking that all rules are followed and uncertainties eliminated. Starting a new job search meant giving up that level of control and entering the unknown. It was a scary proposition.

He was completely comfortable jumping out of a helicopter with explosives strapped to his body, but was terrified of looking for work in the civilian world.

I chatted with Bill a few times over the following weeks. He looked at positions that were obvious (police SWAT instructor) and some that were a little less obvious (construction safety manager). He found direction and gained confidence. In the end, he landed a job as a handler for explosive-sniffing dogs. Mission accomplished.

Looking for work is not for the faint of heart. Bill is a man I’d be happy to have on my side in almost any dangerous situation. Seeing his vulnerability and fear in the face of a career change reinforced something I strongly believe: finding a new job is a critical moment in a person’s life, and there’s a lot that could be done to make the process better.

At Indeed we do help people get jobs. And the UX research team I lead helps Indeed’s employees develop the empathy to understand what people go through as they look for work. Last year, we ran over 200 studies, surveys, and site visits with users in eight countries to learn about their needs, wants, and problems. The insights we gathered have helped us improve our products in ways big and small. Most of all, they continue to remind us that finding a job can be one of the most stressful things people face in their lives.

So I ask myself and my coworkers every day: How can we reduce the fear, anxiety, and exhaustion that come with facing an uncertain future? And how do we help users reach past them? First to the resolve, determination, and hope that bud when their perseverance pays off and they get that interview. And then, at last, to the relief, excitement, and optimism that arrive when they land that new job.

About the author:

Dave Yeats is a UX Research Director at Indeed.

Learn more about Design at Indeed.

Check out our open UX roles here.



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2162Tech Jobs

What Is a Design Technologist?

There are people who design things, and people who build them — at least that’s the way it’s traditionally done. First, designers decide...

This hybrid role is finally getting the recognition it deserves

There are people who design things, and people who build them — at least that’s the way it’s traditionally done. First, designers decide exactly how everything should look and flow. Then they hand the work over to engineers, who figure out how to make it happen. That two-step process sometimes forces companies to choose between quality on the one hand or speed and complexity on the other. This can be challenging since users today expect both at the same time. They want easy-to-use digital experiences that perform complex tasks at scale.

At Indeed, we bridge this divide between engineers and designers in a new way — with the design technologist.

In simplest terms, design technologists are designers who see beauty in code and engineers who appreciate impeccable UX. This special combination of skills lets my team, Design Engineering, deliver sophisticated prototypes of interactive experiences much earlier in the design process than in the past. We build and test quickly to find solutions that work now and the next time and the time after that.

It’s an approach that works, and over the last two years, our Design Engineering team has grown rapidly. Here’s a deeper look at the skills we use and the work we do.

In a sentence, design technologists are designers with front-end development skills. They tackle front-end programming, design, and UX all at the same time. They care about the integrity of a product’s code and the quality of its look and feel. Through testing and research, they make sure everything works together.

A design technologist’s tool kit includes accessibility standards, responsive web design, site performance best practices, internationalization and localization techniques, native app development, core UI development, and modern front-end frameworks. A sensibility for the user journey and interaction design rounds things out. They can jump in at any design phase: wireframes, click-throughs, mocks, and prototypes at all levels of fidelity.

Design technologists embed or consult with product teams to implement ideas large and small. They build prototypes and run experiments. And they’re happy to offer design expertise to help fine-tune the appearance and UX of a product.

Once our design technologists validate a user experience solution, they hand it over to our UX developers for delivery. This part of the Design Engineering team handles fit and finish. They work with our partner teams to make sure everything we build gets put into production smoothly.

When we take on a project, we don’t look to fit into a fixed place in a product’s system. Instead, we think of a goal and work through all the stages of development to achieve it. We’re comfortable starting with ambiguity and then solving specific problems quickly. When we’re finished, we turn to the next project.

We like to stay flexible with time and resources. That way, if an engineering team we partner with hits limits like a backlog or ongoing maintenance we can easily change direction. Specifically, we focus on:

Prototypes for experiments
We build things to see if they’re viable and learn by trying. The ideas we test come from many people: developers, designers, product managers, researchers, content strategists. Sometimes we create something new. Other times, we experiment on a product or feature to support user research and testing. We can explore without constraints because the business benefit of what we do is clear.

Supporting design systems
At Indeed we’ve been implementing our first comprehensive design system. It’s a set of reusable components that work for all our products. It unifies the user experience while also saving time for individual product teams. Design technologists help create this library of ready-to-use elements. When new components are ready, we embed with development teams to see how they work, and then fix the parts that don’t.

Building tools
We help automate processes that teams use to build, design, analyze, and make decisions. For example, we make dashboards to track new metrics. We’ve also created sophisticated tools our partners use to map user journeys and see the big picture in new ways.

All of this technical collaboration makes us what we are — creative partners who raise the bar for Indeed’s design and for our users.

About the author:

Eddie Lou is a Design Engineering Director at Indeed. “I code web. I design web. Most importantly, I understand web.”

Want to learn more about UX at Indeed? Check out our design blog.



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1048Tech Jobs

9 Lessons from My Switch to a Career in UX

I’m a UX developer, a position that combines coding and design, a lot like a design technologist. The switch may have been the hardest thing I’ve ever done. And in the process I learned...

Formal headshot of authorLi Shao is a math professor turned UX Developer at

About a year ago, I decided to break into a new career in UX. Today, I’m a UX developer, a position that combines coding and design, a lot like a . The switch may have been the hardest thing I’ve ever done. And in the process I learned a lot, both emotionally and practically. If you’re also thinking about getting into tech, here are nine pieces of advice to help you on your way.

1. Not all careers last forever, and that’s OK

I became a teacher even before I finished school. It was hard but satisfying; I’ve always loved helping people on their journeys. For 12 years, I instructed students in arithmetic and calculus, linear algebra and statistics. I liked the rapport with my students, and the respect they gave me was so positive. When I first started, it was exciting to hear them call me “professor.” I thought my career was set for life.

As the years went on, though, I began to feel worn down and less motivated. I started wondering if I could continue for another 40 years. I kept thinking, “This can’t be all I can be.” It took me a while to accept that I was unhappy, and that was my first step to making a change.

2. Hold on to your inspiration and it’ll keep you going

One day, my brother came home with a  logic problem he was working on for an engineering job he was applying to. I had never studied coding languages or used a computer for more than email and internet access. But as he explained the challenge, the idea of using code to solve practical problems fascinated me.

In the days and weeks that followed, I realized I was still thinking about how to solve the problem. It could have just been a fun brain teaser, but it meant more than that to me. Answering these kinds of questions could be my full-time job. That was an exciting idea and it inspired me to keep going. It motivated me even in the moments when I had second thoughts about leaving my familiar teaching job for the unknown.

3. Be prepared for other people’s pessimism

Just like it can be hard to imagine yourself in a new career, it can be hard for friends and family as well. The guy I was dating at the time wasn’t optimistic about my prospects. He started asking if I was sure about getting involved in such a male-dominated industry. He would say, “It’s going to be hard for you because you’re a girl.” He underestimated me.

I had been one of only a few women in my master’s program for teaching math, so being in a male-dominated field wasn’t anything new for me. I didn’t let his worries, or anyone else’s, deter me.

4. Free resources are a great way to start learning

Up until this point, I hadn’t made any firm decisions. I knew I would be competing with people who had a lot more experience than me. I would need to get familiar with the things that mattered to coders, the terms they used, software they liked, even the keyboard shortcuts they used.

So I started tutoring myself with online videos. YouTube is free, and so are many tutorials. There are subscription services that don’t cost much. I also listened to people in the industry — friends, professionals speaking in the media and on podcasts, even people I overheard on the sidewalk. This helped me start to learn the language of tech and UX. It was also a way of testing the waters without investing too much time or money.

5. Tech boot camps help, but choose with care

Once I was confident I wanted to make the switch to a career in UX, I decided my next step would be a coding boot camp. I felt this would be my best chance to get the practice I needed to become a competitive candidate. I soon learned that not all boot camp programs are the same; there are plenty of places with poor track records.

When I looked into the program with the best recommendations, I was shocked that they asked for the $18,000 up front. That was quite a chunk of change for a part-time professor and another reason I had to choose wisely. When I made the investment I felt committed to my new career path.

6. It takes effort to learn new skills

Once I signed up for boot camp, I learned why they call it that. The work turned out to be terrifying, overwhelming, and exhausting, especially at the beginning. I was still working as a teacher and had classes to teach and students to tutor. There was no choice: I needed to pay my bills. While school closed for summer vacation, I went to boot camp for 12 hours a day, six days a week, taking extra classes to finish the program as quickly as I could.

7. Doing a little extra can make you a more competitive candidate

Boot camp doesn’t guarantee you’ll get a job. I was competing with job applicants who had full computer science degrees, which meant I needed to look for a way to set myself apart. To make up for my lack of experience, I volunteered to be a boot camp mentor after I finished the program. I could lean on my teaching skills and I gained valuable coding practice that way. It also boosted my confidence.

8. You don’t need to know everything to apply — everyone learns on the job

As soon as I dared, I began applying to jobs. A few months later, I got hired. When I opened up my first project files, I was horrified to realize I didn’t know the coding languages. For a moment I felt like I had made a terrible mistake. But my teammates assured me that continuing to learn is part of the job and a process that’s never finished. So I looked up resources, asked questions, and learned from my colleagues.

9. The payoff isn’t only your new job, it’s what you learn about yourself

Teaching had been my passion and I loved the connections I had with my students. Even though I’ve moved on to different work, those years are still part of who I am and they gave me some amazing skills I still use. I’m happy that I followed my inspiration and experienced the personal growth that comes with making a major life change. In the end, I didn’t just learn how to code — I proved to myself that I have the power to change my life.

Learn more about Indeed’s user experience team at .

Interested in joining our UX team? Search available opportunities here.

Find out more by following life #insideindeed.



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