APP STORE OPTIMIZATION
Overview / Context
Following a year of major product updates at Jobcase, I led the full redesign of our iOS App Store listing. This went far beyond a simple refresh — it was about rethinking how the app was positioned, and how we communicated its value to new users.
Competitive Intelligence
Before diving into design, I led a competitive audit of other job and career apps (LinkedIn, Monster, Indeed, ZipRecruiter, etc.). The goal was to understand how they positioned themselves visually and what patterns users were used to seeing. This revealed opportunities for Jobcase to stand out — especially around AI features and community-driven value, which were missing in most competitor listings.
Process
I began with an audit of our existing store presence, calling out issues like outdated UI, hard-to-read text, and irrelevant screenshots that didn’t reflect the product anymore. From there, I:
Developed multiple creative directions and test variants to explore different ways of telling the product story.
Worked cross-functionally with the product and marketing teams to align on which features to highlight.
Built both iPhone and iPad screenshot sets to ensure consistency across devices.
Executive Review
Once I had polished directions, I prepared a side-by-side comparison deck showing:
Current Jobcase listing with annotations.
Competitor listings and trends.
Proposed design improvements with clear rationale.
I presented these options to the CEO and executive team, walking through the design decisions and how they tied directly to business goals (brand consistency, installs, and positioning Jobcase as AI-forward).
Iterations & Outcome
After presenting initial concepts to the CEO and executive team, we went through several rounds of variations to refine the approach. I also led a copy workshop to align on the exact messaging angle, ensuring visuals and text worked hand-in-hand to highlight Jobcase’s updated features and AI-forward positioning.
The final deliverables included complete iPhone and iPad screenshot sets that were visually engaging, strategically messaged, and aligned with the company’s brand refresh. This process not only modernized the Jobcase app store presence but repositioned it as a trusted, innovative career app designed to convert new users.
