MARKETPLACE
“Do it for me.”
Hire a Squarespace Expert to help you grow your business, improve your site performance, and update your design.
Role & Team
Squarespace Marketplace exists for users that would prefer to hire an Expert to do it for them and take a little bit of the work off of their plate – so they can get back to doing what they love. We call these users Clients, and they can be matched with third-party designers, developers and studios that are our Squarespace Experts.
Team Mission
Connect “do it for me” customers with qualified professionals to get what they need done through Squarespace.
Focused Goals & Metrics
– Drive net new subscribers
– Retain existing customers
– Improve Squarespace Expert NPS
– Improve Client CSAT
Team Contributors
Erin Petree – Sr Team Lead
Charlie Geyer – Program Manager
Stacey Watro – Engineer Manager
Summer Min – Sr Engineer
Cindy Li – Engineer
Danielle Hu – Engineer
Initiatives & Project Overview
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Product Page
Following the launch of Squarespace Marketplace in early 2019, there was clear potential and signals for interest from users looking to hire Experts. Many competitors in similar spaces were also creating “do it for me” offerings as well.
With team learnings, we worked on a refresh of the product page aimed at better marketing, stronger value props, and new website types to view from completed projects.
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Match With An Expert
Our objective was to improve how we were matching Clients to Experts. Our team focused on completely revamping the project intake brief.
This touchpoint was a key step in connecting clients to Experts for successful completed projects. I facilitated team workshops, interviews with Experts, and content flows to create a dynamic intake experience.
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Expert Spotlight: A/B Test
Our Marketplace team identify concerns that the top performing Experts were the ones that gained the most visibility and discoverability to our client base - leading to more matches than other Experts.
To counter this existing algorithm that would take time to resolve, our team ideated on various lean solutions to allow other Experts more discoverability, through an “Experts Spotlight” module that would rotate new featured experts.
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Usability Test
I was proud to work on a team that was able to communicate problem areas and quickly ideate solutions together. And through quick agile ideation the team was looking for validation signals before investing engineering time.
Through user testing, I was able to quickly gain user feedback by working closely with our UX Research partners on unmoderated task-based prompts. Through this research we were able to improve copy and eliminate terminology gaps.
We have two important users – clients and experts. Let’s help both by making better matches.
How Squarespace Marketplace works
Discovery Process
01
Understand
EXPERTS WORKSHOP
I planned, organized and facilitated workshops with our Marketplace Experts. The goal was to gather insights into what is and isn’t working well through the current client intake experience. As well as to gain empathy for the Experts user.
CLIENT SURVEY
Our team gathered an aggregate of past and current client CSAT insights. A survey was sent with more than 350+ detailed responses. We also leveraged our project completion feedback channel to get ratings on how satisfied users were after completing a project and working with an Expert.
02
Explore & Define
CONTENT STRATEGY
After understanding the gaps that our Experts were having I partnered with our UXCS team to better organize the questions we were asking Clients so that Experts had more helpful information to match with.
Since Experts know their stuff we had to make sure Clients also understood the questions and terminology we were using. Through lean testing we were able continue our discovery into visual design.
03
Develop
ITERATIVE SKETCHES
Our product team met often to stay in the loop and aligned. As their Design Lead I continued to openly share the progress I was making toward finalizing a design while keeping our decisions fluid as we were continually exploring the content strategy.
The goal was to share my design process and understand what was technically feasible for our engineering team.
