Top Pro Program

Top Pro sits at the intersection of search, monetization, and marketplace trust. I treated this project as a strategic effort to make marketplace success transparent, explainable, and actionable, while using design to influence behaviors that drive revenue.

From a growth perspective, this work focused on increasing monetization and engagement. From a strategic lens, it aligned incentives, ranking logic, and product surfaces into a cohesive system.

Project Objective

Create a transparent, action-driven Top Pro experience that builds trust, clarifies success criteria, and motivates Pros to take behaviors that improve their ranking, bookings, and earnings.

My Role

Design lead partnering with Product, Engineering, and Data to align on strategy, validate solutions, and drive execution.

User Research

Discovery

Ideation

Brainstorm facilitation

Design

Design QA

Problem & Opportunities

Pros lacked a clear goalpost for marketplace success.

  • No transparent way to understand performance relative to peers

  • Top Pro status and search ranking were driven by different attributes

  • System felt opaque and unfair

  • Pros didn’t know which behaviors improved ranking, contributing to mistrust and disintermediation

This created an opportunity to turn Top Pro into a clear, motivating feedback loop that connects actions to outcomes.

Strategy

Growth lens

  • Use ranking transparency to drive behavior change

  • Create repeat engagement loops around improvement

Strategic product lens

  • Align search algorithm, Top Pro status, and UI into a single system

  • Turn abstract ranking signals into clear, actionable guidance

Solution

  • Aligned Top Pro directly with search ranking signals

  • Introduced progress-based Top Pro experience

  • Surfaced relative position and thresholds

  • Added actionable tips tied to ranking factors (profile strength, availability, photos, reviews, pricing)

  • Provided real-time feedback connecting actions to outcomes

Impact

+9.75

monetization among non–Top Pros

+4.5%

monetization for grandfathered Top Pros

+16%

monetization for non–Top Pros after interacting with tips

4.5X

4.5× increase in bookings after interacting with profile strength tips

Selected Projects

  • StyleSeat New Client Connection

    An accept/decline experience for New Client Connections that balances pro control with marketplace health—resulting in a +12% increase in client monetization.

    View Case Study

  • StyleSeat Onboarding

    A streamlined, outcome-driven Pro onboarding experience that helps new professionals understand value quickly and take the right first steps—driving +46% activation and 25% faster time to first booking.

    View Case StUdy

  • Benefit Cosmetics

    High-impact campaign and e-commerce design work that blends bold brand storytelling with performance-focused UX to support launches and growth.

    View Work