B2C freelance platform for the marketing industry
Lead UI/UX Designer
2023 – 2024
Overview
Growth Collective is a US-based B2C freelance marketplace built specifically for the marketing industry — connecting businesses with vetted senior marketing specialists.
I was brought in as the lead designer, owning concept, UI/UX, and execution end-to-end, working within a cross-functional team of engineers and product stakeholders.
What I owned
UX research and competitor analysis
Creative direction and visual concept
Design system and UI kit
Full product UI/UX — onboarding, profiles, matching, messaging, timesheets, application flow
Brief
Design a premium B2C freelance platform that feels credible and trustworthy for a US marketing audience — standing out from generalist platforms like Upwork by feeling purpose-built, polished, and professional.
Process
Discovery & Exploration
Started with a competitor analysis — studying how existing platforms (Upwork, Toptal, and others) handled profile presentation, matching logic, and onboarding flows. The goal was to identify UX gaps and visual conventions to either adopt or deliberately break. The moodboard established a clear visual direction: bold typography, high contrast, purple and lime accent palette, clean data-heavy layouts.
Process
Design System
Before touching screens, I built a comprehensive UI kit — colour system, type scale, icon library, button states, input fields, tags, status badges, and upload components. This ensured every screen was consistent and engineering handoff was clean.
Process
UX & Flow Design
Specialist onboarding
A multi-step flow collecting years of experience, marketing channels, tools, verticals, work type, and location. Designed to feel conversational and low-friction despite collecting a lot of information.
Process
UX & Flow Design
Application & profile completion
A progress-based flow for adding certificates, references, and case studies, with clear completion states
Process
UX & Flow Design
Matching
A match card showing role fit rationale, channel alignment, and client context — designed to help specialists quickly evaluate and accept or reject
Process
UX & Flow Design
Messaging & video calls
An inbox with inline candidate profiles and an integrated video call interface
Process
UX & Flow Design
Timesheets
A weekly time-logging view with role context, earnings summary, and submission flow
