Toptal • Growth Design
SEO
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Growth
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Prototyping
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Business Strategy
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UI Design
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SEO \ Growth \ Prototyping \ Business Strategy \ UI Design \
Toptal is the largest distributed workforce in the world with over +1500 professionals.
The company aims to be the best freelancer marketplace in the world. My role was to grow the freelancer base using strategy, design thinking, and creating new products/services that would help achieve our KPIs.
Jobs to be done
Deliverables (just a few)
My participation
A New Hope Homepage
This page strategy was developed after several interviews, that helped us find the Service Drivers for our Freelancers.
After doing that, we knew exactly the storytelling that would be the most compelling and with a better chance of good results.
Dynamic Landing Pages •
Dynamic Landing Pages •
Finding the right storytelling is hard.
But having the same storytelling for all pages is wasting user time.
The Dynamic Landing Pages were pages that would behave accordingly to the campaign they were supporting. The strategy was to change storytelling depending on the campaign, so we created a series of movable content blocks that can tell several different stories just by being placed in different orders
Other projects
From salary-range calculators and assessments to more ingenious sign-up entry points, we created several T-shirt-sized components and webpages that would make our soon-to-be freelancers more inclined to convert.
During my 4 years as Growth Designer at Toptal, we:
Consistently hit our OKR targets as a team;
We were so efficient at converting Talents that we had no shortage issues;
Mastered SEO design best practices and made our pages grow organically;
Diligently reduced Cost Per Lead by doing several A/B tests, adapting and pivoting accordingly to our targets.