Problem
Upwork is the world’s largest work marketplace where clients post jobs and freelancers submit proposals for the jobs they’re interested in. Clients struggle to identify and confidently vet the right freelancers for their jobs, and freelancers struggle to interpret and meet client expectations for jobs outside their domain expertise. Both lead to misaligned proposals and reduced hiring success.
My work
- Designed the end-to-end client and freelancer experiences, including interview setup, lobby, video interviews, scoring, and summaries.
- Led cross-functional ideation sessions to generate concepts and align partners on the initial product direction.
- Partnered with UXR to create concept-testing prototypes, synthesize findings, and develop recommendations.
- Collaborated with visual design and product marketing on go-to-market messaging, storyboards, and customer-facing product demo videos filmed at company headquarters.
Results
- 42% of clients opted into the experience within 7 days of test start.
- +4% lift in client spending during test window.
- 56% of freelancers dropped off before even starting their interviews, reporting concerns about AI fairness, cost, and language bias.
- Qualitatively, clients validated the hypothesis that video interview recordings helped improve their hiring journey.
