"Do It For Me" (DIFM) Web Design Services
Connecting Sellers with Expert Designers
Overview
Launched a new service in partnership with 99designs to help small businesses hire design experts for website creation and marketing collateral—providing a solution for merchants who prefer expert-built designs over DIY.
My Role
As the Product Manager, I:
✅ Conducted competitor analysis to identify strategic direction.
✅ Made the decision to partner with 99designs rather than build our own marketplace.
✅ Used both quantitative and qualitative data to iterate and optimize the service.
✅ Conducted competitor analysis to identify strategic direction.
✅ Made the decision to partner with 99designs rather than build our own marketplace.
✅ Used both quantitative and qualitative data to iterate and optimize the service.
Impact & Results
📈 Improved conversion rate for brief completions from 10% to 36%.
🔁 Increased overall connection rate from 3% to 12%.
🚀 Scaled from initial test with two dozen merchants to over 4K post-launch.
📊 Increased monthly design projects submitted from 300 to 1.4K, leading to a significant contribution of our total activation (10%+).
🔁 Increased overall connection rate from 3% to 12%.
🚀 Scaled from initial test with two dozen merchants to over 4K post-launch.
📊 Increased monthly design projects submitted from 300 to 1.4K, leading to a significant contribution of our total activation (10%+).
Key Features Delivered
1️⃣ Conversion Optimization
- Introduced new packages to meet different merchant needs.
- Updated landing page with example sites for social proof and improved copy.
- Reduced friction points in the brief by analyzing data.
2️⃣ Expert Community Development
- Worked with 99designs to select and train freelancers on Square products.
- Collaborated with internal designers and Sales Enablement to put together a Square Online expert certification program.
- Grew a large community of dozens of Square Online experts within 99designs.