forlanso
forlanso
problem
problem
Freelancers struggled to navigate a cluttered marketplace and lacked a clear, reliable workspace for managing projects with clients. This led to inefficiencies, frustration, and low trust from clients.
Executive Summary
Executive Summary
Role
Role
As Co-Product Designer, I collaborated with another designer and developers. I was responsible for redesigning the marketplace’s navigation and building the freelancer workspace from scratch.
As Co-Product Designer, I collaborated with another designer and developers. I was responsible for redesigning the marketplace’s navigation and building the freelancer workspace from scratch.
Impact at glance
Impact at glance
Improved tool findability from 65% → 95% in usability tests
Reduced time to locate a desirable freelancer profile by ~30% during task-based testing
Increased freelancer satisfaction by ~+20 NPS points in follow-up surveys
Drove 80% workspace adoption among beta testers within the first week
Improved tool findability from 65% → 95% in usability tests
Reduced time to locate a desirable freelancer profile by ~30% during task-based testing
Increased freelancer satisfaction by ~+20 NPS points in follow-up surveys
Drove 80% workspace adoption among beta testers within the first week
Context & Problem
Context & Problem
Forlanso is a SaaS platform connecting freelancers with clients. While it helped users discover opportunities, the experience suffered from two significant issues:
Forlanso is a SaaS platform connecting freelancers with clients. While it helped users discover opportunities, the experience suffered from two significant issues:
Marketplace navigation was cluttered — filters, categories, and search were overwhelming and slowed down discovery.
No integrated workspace — freelancers had to rely on external tools for communication, file sharing, and invoices.
Marketplace navigation was cluttered — filters, categories, and search were overwhelming and slowed down discovery.
No integrated workspace — freelancers had to rely on external tools for communication, file sharing, and invoices.
old design
research & insigths
research & insigths
Research protocol
Research protocol
Participants: 8 freelancers and 5 clients
Methods: Usability testing, competitor analysis, card sorting
Tasks: Search for a freelancer, navigate project tools, send an invoice
Duration: 30–40 min sessions
Participants: 8 freelancers and 5 clients
Methods: Usability testing, competitor analysis, card sorting
Tasks: Search for a freelancer, navigate project tools, send an invoice
Duration: 30–40 min sessions
Key Insights:
Key Insights:
35% of testers abandoned marketplace tasks due to filter overload.
Freelancers wanted a central hub for projects to feel professional.
Clients needed clearer visibility into project progress
process & design decisions
process & design decisions
Marketplace Redesign
Marketplace Redesign
Simplified filters to 3 core categories (skills, price, availability).
Elevated freelancer profile cards with clearer CTAs.
Improved IA so “Find Freelancer” became the most direct navigation entry.
Simplified filters to 3 core categories (skills, price, availability).
Elevated freelancer profile cards with clearer CTAs.
Improved IA so “Find Freelancer” became the most direct navigation entry.
Freelance platform Redesign
Freelance platform Redesign
Designed a new integrated hub for:
Organisation
Messaging
File sharing
Invoicing
Project timeline
Designed a new integrated hub for:
Organisation
Messaging
File sharing
Invoicing
Project timeline
Collaboration & Constraints
Collaboration & Constraints
The project was delivered within a 5-months, in close collaboration with the development team. From the start, the timeline was intense, which meant I had to carefully balance depth of design with delivery speed.
Prioritization: We focused on core MVP features (messaging, invoices, and basic workspace setup) to ensure value for freelancers and clients early.
Trade-offs: Advanced tools like analytics and third-party integrations were intentionally postponed until after launch.
Approach: I made sure that despite time pressure, we dedicated enough effort to research and usability testing so that the foundation of the product was strong and scalable.
The project was delivered within a 5-months, in close collaboration with the development team. From the start, the timeline was intense, which meant I had to carefully balance depth of design with delivery speed.
Prioritization: We focused on core MVP features (messaging, invoices, and basic workspace setup) to ensure value for freelancers and clients early.
Trade-offs: Advanced tools like analytics and third-party integrations were intentionally postponed until after launch.
Approach: I made sure that despite time pressure, we dedicated enough effort to research and usability testing so that the foundation of the product was strong and scalable.
Testing & Iterations
Testing & Iterations
Round 1 — Marketplace Navigation
Round 1 — Marketplace Navigation
Feedback: Filters still felt overwhelming as they were visible at all times.
Change: Reduced visible options, added progressive disclosure for advanced filters.
Feedback: Filters still felt overwhelming as they were visible at all times.
Change: Reduced visible options, added progressive disclosure for advanced filters.
Search bar before:
Search bar before:
Search bar after:
Search bar after:
Iteration 1 — Freelancer Profiles
Iteration 1 — Freelancer Profiles
Feedback: Profiles lacked credibility.
Change: Rebuilt profiles with hierarchy: experience, portfolio, services, reviews.
Feedback: Profiles lacked credibility.
Change: Rebuilt profiles with hierarchy: experience, portfolio, services, reviews.
More section in the profile added credibility
More section in the profile added credibility
Round 2 — Workspace MVP
Round 2 — Workspace MVP
Feedback: Freelancers wanted everything in one place.
Change: Added project timer, invoices, documents, and to-do list to the hub.
Feedback: Freelancers wanted everything in one place.
Change: Added project timer, invoices, documents, and to-do list to the hub.
Iteration 2 — Collaboration Flow
Iteration 2 — Collaboration Flow
Feedback: Clients missed updates on file sharing.
Change: Added notifications + file previews in chat.
Feedback: Clients missed updates on file sharing.
Change: Added notifications + file previews in chat.
Outcome
Outcome
By the final testing cycle, users reported smoother navigation, more professional profiles, and enthusiasm for the all-in-one workspace.
By the final testing cycle, users reported smoother navigation, more professional profiles, and enthusiasm for the all-in-one workspace.
results & impact
results & impact
Metric
Before
After
Marketplace findability
65%
95%
Profile search time
2:40
1:50 (-30%)
Profile credibility
"Too basic" |
"Clear and trustworthy"
Freelancer satisfaction (NPS-style survey)
+12
+32
Workspace adoption
0% |
80% within 1 week
reflection & learnings
reflection & learnings
IA clarity drove success — simplifying filters and search significantly reduced friction.
Credibility is key — richer freelancer profiles built trust with clients.
Freelancers value consolidation — timers, invoices, and to-dos created a professional, all-in-one workspace.
Iteration shaped adoption — small tweaks (like moving invoices or adding notifications) led to meaningful improvements.
IA clarity drove success — simplifying filters and search significantly reduced friction.
Credibility is key — richer freelancer profiles built trust with clients.
Freelancers value consolidation — timers, invoices, and to-dos created a professional, all-in-one workspace.
Iteration shaped adoption — small tweaks (like moving invoices or adding notifications) led to meaningful improvements.
takeaways
takeaways
Forlanso taught me how to design for efficiency, trust, and adoption in SaaS products. By simplifying navigation, enriching freelancer profiles, and centralizing workflows, we delivered a platform that felt both professional and practical — driving adoption among freelancers and confidence among clients.
Forlanso taught me how to design for efficiency, trust, and adoption in SaaS products. By simplifying navigation, enriching freelancer profiles, and centralizing workflows, we delivered a platform that felt both professional and practical — driving adoption among freelancers and confidence among clients.