Marketplace
Role: Lead UX Designer
Summary
The GoDaddy Pro Marketplace was created for SMB's to easily connect with local freelancers to help them build their website. For this project there were two different skillsets of users: advanced (web pro) and novice (SMB).
Problem
Consistent feedback from Pros was that they had difficulty finding new leads for projects. With well over 150,000 designers and developers (Pros) in the GoDaddy Pro Program, we had no way for small business owners to connect with freelancers to work on their websites.
Process
I started by doing competitive research on other marketplaces. I looked at odesk (upwork), airbnb, spokeo, and amazon. I then reached out to customers to find out what types of marketplaces they were a part of and why. I also did research on what the first communication exchange with a Pro and potential client looks like, I wanted to be able to set budget expectations up front for both the Pro and the client. Next, I spoke to small business owners to find out what information they needed to know about a freelancer before hiring them to work on their site: did they prefer the freelancer to be local? Did skill level matter? Did the small business understand the difference between skills? These were the types of questions I was asking. After I did all of my research, I started whiteboarding and wireframing. I designed the directory mobile-first, and did a few rounds of user testing on the mobile sorting and filtering by just walking around the office asking people to use the prototype on my phone. This was the first time any product had used a mobile sort/filter menu, so my work was set as the standard for products in the future.
Solution
The marketplace design started with a mobile first directory where Pros could list their services, website, a portfolio, and reviews. The profile also included a link to a briefing form the SMB could fill out to request an estimate. Because setting budget expectations for projects was difficult for Pros, I tried to build in as much expectation management into the briefing flow as possible.
Directory landing page (mobile)
Directory landing page (desktop)
I found that it was not just important for the small business to see the portfolio pieces, they also wanted to see how long a project like that would take and what the budget was. I added both pieces of information to the portfolio as required which aligned with my goal of setting budget expectations up front. I made sure that the profile had a contact button that would take the small business through a brief creation flow, gathering the project requests/requirements up front. This way when the Pro gets a new lead, they have most (if not all) of the information they need to be able to accurately make an estimate for the project.
In-app profile (Pro)
Public view of profile
Setting budget expectations for SMB
New project page (Pro view)
Project page (SMB view)
Metrics
Top Pros see 100-200 clicks on "contact me" on their profiles.
After introducing Pro Connect as a second tier of the Pro Program, we saw an increase in spending from Web Pros.
Learnings
The directory is one small piece of this entire product. I designed the product from the ground up covering the marketing landing page as well as the in-app experience. As of right now, once the initial contact is made, the completion of the project happens mostly off platform (save for reviews at the end). Originally we had an entire in-app experience built out that allowed the Pro to chat with their client, set milestones, adjust timelines, and request reviews of their progress from their client. However, due to a change in the business goals, we had to axe all of that and just settle for a directory. If I could go back, I would bring all of the in-app experiences back as well as allow a Pro to flag a lead if it is spam.
