Turning an overlooked feature into a service marketplace.

The problem worth solving

LinkedIn's Services surface lets freelancers and professionals offer their expertise — a large, underused opportunity. The barrier wasn't features; it was awareness and discoverability: 48% of members had never heard of Service pages, 72% didn't realize they'd already created one, and 80% of requests were lost to direct messages.

What I owned

I reframed the brief from "improve Services" to "design a two-sided marketplace" — growing both supply and demand. I led the end-to-end UX across web and native, grounded in 13 in-depth interviews and 500 survey responses.

Approach & key decisions

Three goals shaped the work: increase awareness, increase exposure, and reduce friction. I redesigned service set-up and entry points to surface Services where high-intent members already were, and introduced AI-assisted proposals to unstick the provider-to-buyer response gap.

Outcome

Relative wins from an A/B-tested, staged rollout: 6× the Q4 signup target, 3× the ARR target, +25% request-flow completion, and an 18% lift in premium sign-ups.

What I'd carry forward

Testing into a massive existing surface taught me to ship awareness and friction wins in parallel, and to let funnel data — not opinion — settle the debates.