Free-
lancer
Freelancer
Research
UX UI Design
The challenge:
For the biggest crowdsourcing platform generating new sales channels is a must. However while the primary focus is on revenue, satisfying the needs of their income generators is paramount.
KEY FINDINGS
Freelancers on the platform needed a place to easy access requests, notification and performances. The multitude of emails and formats they would get contacted by generated confusion and missed opportunities.
Ensuring great outcomes from freelancers to increase revenue and customer satisfaction
A large number of customers commissioning work on Freelancer.com were less than satisfied with the outcome delivered. On the other side, freelancers were not happy with the support they received from the company.
My first project at Freelancer focussed on better understanding the users on the site through interviews and surveys. This was an innovative approach for the company, as they had previously relied solely on a quantitative approach (Google Analytics and A/B testing)
From this research I acquired a deeper knowledge of typology of users and published the findings in the form of 10 personas (5 freelancers and 5 customers).
The personas became widely used across the company for a variety of tasks: writing copy, shaping the marketing offer and understanding users goals to develop product features.
This was the first step the company ever made towards becoming user-centric.
From the findings I discovered that communication, performance and resources were hard to access for freelancers often leaving them confused. I took over the task to design a dashboard/homepage to facilitate easy access to this information.
WHAT I LEARNED
The best insights often come from getting access to both qualitative and quantitative data. As user ally, I become naturally in charge of the qualitative research but found invaluable working with Data Scientists and fell in love with their approach.
Freelancers on the platform needed a place to easily access requests, notifications and track theri performance. The multitude of emails and email formats they previously received generated confusion and missed opportunities.
KEY FINDINGS
The best insights often come from getting access to both qualitative and quantitative data. As user ally, I became naturally in charge of the qualitative research but found it invaluable working with Data Scientists and fell in love with their approach.
WHAT I LEARNED
TEAM & ROLE
I worked in a team of 7 as Product Designer with 4 Developers, one Data Scientist and one Project Manager
WHAT I DID
Gathering requirements, sketching wireframes, implementing design system, creating UI and high fidelity prototypes, conducting usability testing and interviews
WHAT I DELIVERED
Landing pages, Design system, UI, asset and documentation to guide software engineers to work with my designs
PROJECT OUTCOME
A deeper understanding of both freelancers and customers' needs, a stronger focus on UX and qualitative data as means to de-risk design.
Ensuring great outcomes from freelancers to increase revenue and customer satisfaction
A large number of customers commissioning work on Freelancer.com were less than satisfied with the outcome delivered. On the other side, freelancers were not happy with the support they received from the company.
My first project at Freelancer focussed on better understanding the users on the site through interviews and surveys. This was an innovative approach for the company, as they had previously relied solely on a quantitative approach (Google Analytics and A/B testing)
From this research I acquired a deeper knowledge of typology of users and published the findings in the form of 10 personas (5 freelancers and 5 customers).
The personas became widely used across the company for a variety of tasks: writing copy, shaping the marketing offer and understanding users goals to develop product features.
This was the first step the company ever made towards becoming user-centric.
From the findings I discovered that communication, performance and resources were hard to access for freelancers often leaving them confused. I took over the task to design a dashboard/homepage to facilitate easy access to this information.
Building pages from insights and implementing a culture of
testing
The personas research informed a large amount of the design and content I created during my time at Freelancer.
Among the design informed by the research were multiple landing pages to advertise services related to project management, access to a pool of the best talent on the site and the possibility of becoming part of this pool.
I also implemented a culture of design testing, with semi-moderated interviews on usertesting.com and shared these findings across the company. I blended this approach with A/B testing to determine the most suitable options.
KEY FINDINGS
Freelancers on the platform needed a place to easily access requests, notifications and track their performance. The multitude of emails and email formats they previously received generated confusion and missed opportunities.
Building pages from insights and implementing a culture of
design testing
The personas research informed a large amount of the design and content I created during my time at Freelancer.
Among the design informed by the research were multiple landing pages to advertise services related to project management, access to a pool of the best talent on the site and the possibility of becoming part of this pool.
I also implemented a culture of design testing, with semi-moderated interviews on usertesting.com and shared these findings across the company. I blended this approach with A/B testing to determine the most suitable options.
Design for the Project Posting Page
Design for the Project Posting Page
The Project Posting Page is one of the most monitored and iterated pages on the website.
I was challenged to design a new version which could give the customer the option of adding additional services to the basic job posting.
Instead of a very low friction approach, I focussed on grouping the amount of information required to be inputed by the users and progressively disclosed it.
This approach resulted in a higher purchase rate of additional services without reducing the traffic and number of projects posted per day.
Building pages from insights and implementing a culture of
testing
The personas research informed the design and content of many designs I generated during my time at Freelancer.
Among those multiple landing pages to advertise services related to project management, access to a pool of the best talents on the site and becoming part of this pool (for the freelancers).
I also implemented a culture of testing, with usability semi moderated interviews on usertesting.com and sharing findings across the company. I blended this approach with A/B testing and determine which option was more suitable, case by case.
Designing for the Project Posting Page
The Project Posting Page is one of the most monitored and tested page on the website.
I was challenged to design a new version which could give the possibility of adding services to the basic job posting advert.
Instead of a low friction approach, I focussed on dividing the amount of information required to the users to post a job and progressively disclose the form fields while managing expectation with a sticky step counter.
This approach resulted in higher purchase of additional services without damaging the traffic and number of projects posted per day.
hello@ilariaoberto.com
WHAT I LEARNED
The best insights often come from getting access to both qualitative and quantitative data. As user ally, I became naturally in charge of the qualitative research but found it invaluable working with Data Scientists and fell in love with their approach.
hello@ilariaoberto.com
hello@ilariaoberto.com