Launching a new marketplace built on clarity and trust
Context
Bing Pros is a new marketplace connecting service professionals with qualified customers. Because the model required upfront clarity around pricing and workflow, the experience needed to establish trust immediately.
My role
I led site and product messaging, defining value propositions and structuring content to reduce uncertainty and reinforce credibility across consumer and provider surfaces.
Consumer marketplace experience
The consumer-facing site explained how the marketplace works and guided users from search to interaction.
I partnered closely with product to define and refine the core value propositions and led messaging across the site. The experience was structured to reduce uncertainty, clarify next steps, and reinforce trust.
The three-step explanation simplified a complex workflow, search placeholder copy guided user intent, and FAQs addressed pricing and quality concerns early.
Making performance data actionable
The provider dashboard consolidated leads, metrics, and profile management into one experience, requiring performance data to be clear and pricing transparent.
I led UX writing across the dashboard and profile surfaces, ensuring the experience worked across data states and edge cases.
The work made performance data easier to interpret and act on. Clear labels and status messaging clarified next steps and made pricing and promotion details easy to find.
Structuring search results
The search results page was a high-intent decision surface, displaying vetted Pros alongside ratings, response time, pricing, and background checks. The content supported quick comparison while reinforcing trust.
I established the language and action hierarchy, clearly distinguishing “Preview” from “Message” to signal levels of commitment.
“Pros” was intentionally capitalized to define it as a branded role within the marketplace and create consistency across surfaces.
Another way to find work
Open jobs introduced a second way for Pros to find work by browsing posted requests and choosing which opportunities to pursue. The experience needed to clearly explain how this workflow differed from traditional search while reinforcing fairness and transparency.
I worked with product and design to define language and structure for the bidding flow, ensuring job details, budget ranges, and response expectations were clear. The content clarified eligibility, costs, and next steps so Pros could make informed decisions before committing.
Impact
Bing Pros launched as a complex, two-sided marketplace built in real time. By clarifying workflows, differentiating actions, and reinforcing pricing visibility, the experience reduced ambiguity at critical decision points. The product evolved quickly, but the language remained stable and intentional.