Case study
The Margin in action:
How free proposals became $12M in first-year revenue
- Company
- Upwork
- Business model
- Two-sided marketplace
- First-year revenue
- $12M
A short video walkthrough of the Upwork Connects change I designed: the problem, the decisions, the trade-offs, and what happened after launch.
- Why the opportunity was in how an existing behavior was valued, not in a new feature
- The trade-offs of charging for something users were used to getting free
- The Frame → Focus → Shape process, applied to a real marketplace
Case study · Upwork Connects
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