freelancer (ASX: FLN)
Product strategies and the new for native iOS, Android, and mobile web that impact business valuation.
✻ Mobile Design Team Lead
✻ Aug 2015 – Jul 2017
Freelancer (ASX: FLN) is a freelance marketplace website that allows potential employers to post jobs, and then freelancers can bid to complete the projects.
Employers and freelancers post and manage their jobs through the web, while our app V1 only captures a few project statuses.
We want to do more with our app V2 and give our customers a new tool to browse, manage and communicate their projects in the app with a seamless experience from the web.
After a highly successful revamp of Warriorforum.com (Freelancer acquired), the SVP of Growth has asked me to transition to the Freelancer product, the mobile team. At that time, Freelancer was a web-focus company, and mobile was just a tiny team that mimicked some of the web features.
I never work with Freelancer products before. I don’t know what users need or how the app function in the business model. With minimal function in the app, we lack measurable data points, and it’s tough to form any hypothesis around the user needs or our mobile growth metric.
I interview senior leaders, designers, PMs, engineers, customer support and data scientists to fill the knowledge gaps. Then I realised we’re not being asked to improve an existing product; we’re being asked to invent an entirely new product. We’re going to create a new opportunity.
Regarding of creativity and user experience, Kocha always puts his best efforts to bring them into his production. He is one of the artists who make his products talk for him
— Tran To, iOS Engineer at Freelancer.com (Jul 15, 2017)
Since I started from V2, understanding the current infrastructure helped me quickly release something to learn from. The first feature I designed was the explicit customer feedback embedded in the app V1.
We go from there, we design something, we validate feedback, then release and learn from the customers. We spent a few months on this process to shape our V2 vision and strategy. The more we design, the more data and feedback we collect, and the more confidence we gain as a team.
Kocha is a super talented designer and conceptual thinker. He not only has a meticulous eye for details, also can think holistically. He designs for users’ need as well as meeting business goals
— Lin Mei, Senior Product Designer at Freelancer.com (Aug 27, 2017)
My vision for my team was end each week by validating our potential solution with real users and customers and with the remarkable observation of the teams, we spotted lots of opportunities and created new features such as:
Kocha leads the mobile design with passion and creativity. He redesigned both the iOS and Android app, created and brainstorm new mobile features which lead to a huge boost to our mobile stats
— Jack Lian, Android Engineer at Freelancer.com (Jul 21, 2017)
While we busy create a positive impact through the new features above, I noticed that people are often confused about what’s next after posting or bidding on a project.
At that time, the V1 app gave people a non-linear experience called a project view page (PVP), but I believe people’s mental model was a linear experience, e.g. the employer must post a project first, then choose the freelancer to work with and so on, not the other way around.
I hypothesise that if we give them a clue of what’s next—with a single explicit action, we will increase our project creation and completion even more. That’s the birth of “Timeline”—a new experimental concept that we haven’t even on the web yet.
Vision: Provide and linear process for our customers to complete their projects.
Strategy: Ship iOS, Android and Mobile web, observe how people interact with it on UserTesting.com—then repeat until success.
During my time at Freelancer.com Kocha was the Mobile design team lead. He pushed user interaction, satisfaction and retention to an all time high
— Apattra Hongsuwong, Motion Designer at Freelancer.com (May 1, 2018)