Boosted Proposals is Upwork's highest-revenue ad product, yet adoption was stalled by decision friction. As Lead Content Designer on the Growth & Monetization team, I worked cross-functionally with my team on a series of initiatives to change that.
—Drove a +3% lift in incremental revenue through iterative UX changes to the existing proposal flow
—Redesigned instructional copy, bid table microcopy, and edge case states to reduce ambiguity at the moment freelancers decide whether to boost
—Partnered with PM, design, and analytics to run and interpret multi-iterative experiments across the Boosted Proposals surface
—Led content design for Uma with Boosted Proposals — Upwork's first AI-driven personalization experiment surfacing real-time match insights in the ad flow
—Collaborated on UXR with 10 active freelancers to validate what AI-generated insights build trust versus erode it
This project sits at the intersection of monetization strategy, content systems, and AI implementation , showing what happens when copy decisions are treated as product decisions.