Content Design @ Upwork 🟢

I joined Upwork in March, 2022 and got the privilege of working with 5 fantastic content designers including Button conference speakers. I owned end-to-end content design projects for multiple teams like Client Dashboard and Trust & Safety (including microcopy, content strategy briefs, information architecture, hierarchy, error messages, and more)

Client dashboard redesign

As Upwork shifted from a “post-a-job” centric product to providing users with multiple ways of getting work done, it was clear the dashboard needed a reboot. Users didn’t know what to do, where to click, or the status of their current jobs.

  1. Existing users are used to one way of working

  2. New users are confused and overwhelmed

Dashboard learnings

As the designer began working towards a design overhaul, I was working on creating a content strategy for our existing and new users.

  • Working with many stakeholders on a high visibility project is quite challenging, so it was essential to champion the content design process and educate cross functional partners on the power of content design.

    • Create an updated dashboard that is simple and takes into consideration both new and existing user needs

    • Existing users are used to one way of working

    • New users are confused and overwhelmed/don’t know where to start

  • We saw a 3% increase in spend (in just 3 months), showing that content design has the potential of increasing retention and engagement across segmentation

Quick tips

New user content was a direct result of testing and past user research. For example, we know that payments and safety were topics of concern for new users joining Upwork for the first time, so we made a point to highlight both as “quick tips”