Freelance
Internship · 2024
My Role
Product Manager - product strategy, and business needs
UI/UX Designer - sitemap, user flow, and wireframing
Tools Used
Axure
Figma
Market
Global AI, gaming, web 3.0 market (China, Japan, Arab region, United States and other English-speaking countries)
Target Audience
B2B
Team
Product Manager, UX Designer, Software Developers
Overview
Freelance is an international meta-universe & AI outsourcing platform
Impact:
Pivoted the product strategy to target an $8B+ B2B and B2G market
Positioned the platform targeting 100M+ procurement transactions globally
How do we find an entry point?
We approached this challenge as insiders in the industry.
Through auto-ethnographic observations, we found that existing freelancer platforms are often:
Overcrowded with diverse service categories.
Predominantly C2C-focused.
Localized rather than truly global.
To define a unique positioning, I conducted:
Competitive Analysis Matrix
Benchmarked existing platforms like Fiverr, uncovering gaps in AI integration, B2B/G suitability, cross-border scalability.
PEST Analysis
Cross-border freelancers struggle with payment barriers, cultural differences, and miscommunication.
But First, Let’s Align Strategy & Team Direction 🚀
Identifying market gaps was just the beginning—the real challenge was aligning our cross-functional team around a unified vision. With diverse perspectives from Product Manager, UX Designer, Software Developers, we needed a structured approach to turn insights into an actionable game plan.
I led collaborative strategy workshops to ensure that our research findings didn’t just sit in a report but shaped real product decisions.
Next, Turning Vision into a Scalable Business Model 💡
Innovative pricing structure and marketing
As a Product Designer, my role extends beyond crafting seamless user experiences—I bridge the gap between design, business strategy, and market execution. A beautifully designed platform means little if it lacks a sustainable growth model.
01
Differentiated Pricing Strategy
Adopt a flexible pricing model with different commission rates based on the type and complexity of services. For high-end AI and meta-universe projects, lower commission rates are offered to attract top talent.
02
All-round marketing
Promote through various channels such as social media marketing, industry conference sponsorship and KOL cooperation. In particular, virtual exhibitions and technology summits will be held in the meta-universe built by the platform to showcase the platform's innovativeness and attract global clients and talents.
Structuring for Scale: Designing a Sitemap That Balances Usability & Business Goals
Unlike traditional freelancer marketplaces, our B2B/G focus required a sitemap that accommodates complex procurement workflows, multi-level approvals, and enterprise-scale collaboration—all while maintaining an intuitive experience.
I conducted concept testing with key stakeholder groups: B2B clients and cross-border freelancers.
Sitemap · Front-end + Back-end (Web and Mobile App Version)
Service Provider Sitemap
Employers Sitemap
Key Discovery 🔍
Companies require stronger governance, contract management, and compliance features
Clients and freelancers struggle to define project requirements and processes
Platform commission structures impact adoption and profitability
Team Sitemap
“We know the talent is out there, but aligning expectations and managing transactions efficiently has always been a bottleneck,” shared a procurement manager from a mid-sized enterprise.
How do we solve problems with product features?
The Flows
I then created User Flow maps to clearly map out the user's path:
Simulate the flow from the user's perspective to optimize the interaction path and reduce the number of steps.
Project Flow and Status
By analyzing project flow we are able to define the project releasing and receiving process among platform, employer and service provider.
Order Flow and Status
By analyzing order flow we are able to define the order releasing and approving process among platform, employer and service provider.
How do we test functional logic?
To bring these flows to life, I designed a mid-fidelity interactive prototype in Axure, tailored for our Chinese market launch.
✅ The wireframes were built to balance clarity and scalability, allowing our team to validate layout, functionality, and information hierarchy.
✅ The prototype was fully interactive, enabling stakeholder walkthroughs, early usability feedback, and faster iteration before visual design.
✅ It also served as the bridge between design and development—clearly communicating UI behaviors, transitions, and backend dependencies.
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