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Sina Careers, as the foremost platform in Mainland China for connecting students with internship opportunities, faced significant hurdles with its outdated website. The primary challenge revolved around low conversion rates, where website visitors weren't effectively transitioning into internship applicants. The website's design and functionality struggled to engage potential interns, resulting in a disconnect between Sina Careers' extensive reach and the number of applications received. This bottleneck hindered their mission of matching talented students with valuable international work experiences in China. Addressing this challenge required a comprehensive overhaul to create a more user-friendly and intuitive digital experience, ensuring that prospective interns could easily navigate the site, understand the opportunities available, and seamlessly submit their applications. The goal was to transform the website from a passive information hub into an active recruitment tool, driving a substantial increase in internship applications and solidifying Sina Careers' position as the go-to platform for internships in China. Ultimately, the challenge was to align Sina Careers' online presence with its industry leadership, fostering greater engagement, and streamlining the application process to unlock the full potential of China's internship market.
Our approach centred on creating a highly intuitive website experience, specifically designed to boost the number of student applications for internships. We began by conducting extensive user research to understand the needs and preferences of students seeking international work experience. This insight informed the development of a user-centric design, featuring clear navigation, engaging visuals, and concise content that highlighted the benefits of interning in China through Sina Careers. A key element of our strategy was to simplify the application process. We implemented a feature that allowed students to easily upload their CVs, enabling Sina Careers to match them with suitable internships across various industries and locations in China. This proactive approach streamlined recruitment, saving time for both students and the Sina Careers team. Furthermore, we integrated SEO best practices, incorporating keywords relevant to hospitality, international relations, and other fields offered by Sina Careers. Our approach prioritised accessibility, ensuring that all students, regardless of their technical proficiency, could easily access and apply for internships. By combining intuitive design with streamlined application processes, we aimed to transform the Sina Careers website into a powerful tool for connecting students with life-changing internship opportunities in China, reflecting best practices in digital health and wellness for career development.
The result of our strategic web design and development efforts was the creation of a highly scalable website that has propelled Sina Careers to new heights. By focusing on optimising the user experience and streamlining the application process, we achieved a significant increase in conversion rates, turning website visitors into enthusiastic internship applicants. The new website's intuitive design and easy CV submission feature greatly enhanced user engagement, making it simpler than ever for students to explore and apply for internships across China. As a direct result of these improvements, Sina Careers experienced exponential growth, welcoming more than 5,000 applications in 2024 alone. This surge in applications underscores the effectiveness of our approach in aligning the website with the needs and expectations of its target audience. The scalable architecture of the website ensures that Sina Careers can continue to accommodate future growth without compromising performance or user experience. Furthermore, the SEO enhancements have increased the website's visibility in search engine results, attracting even more potential interns to the platform. Our successful collaboration with Sina Careers demonstrates the power of user-centric web design and strategic optimisation in driving tangible business outcomes. By creating a website that is both visually appealing and functionally efficient, we have helped Sina Careers solidify its position as the leading platform for internships in China, connecting thousands of students with valuable international work experiences
