The Problem

Fiverr's logged-in homepage had one job: push buyers toward a purchase. But over time, the page had fallen far behind the platform's own design standards — visually outdated, cluttered with services and banners, and treating all buyers the same regardless of where they were in their journey.

Five core pain points emerged:

1. Service overload with no clear hierarchy

2. No true personalization beyond sales signals

3. A growing trust gap between the fresh logged-out experience and the stale logged-in one

4. Communication barriers with freelancers

5. No predictive guidance to help buyers move forward.

There was also an internal problem. Over the years, the homepage had become a testing ground for every product team at Fiverr — each adding their own modules, banners, and promotions in pursuit of conversion gains. The result was a page held together with patches, with no coherent system, no quality control, and no shared language between teams. Any redesign would need to solve not just the user experience, but the organizational one too.

How We Got There

We started by mapping every buyer type against their lifecycle stage, motivation, and concerns — first-time visitors, registered but not yet converted, buyers mid-order, and repeat buyers each needed a fundamentally different experience.

From this mapping, we defined five design objectives: surface buyer motivation at each stage, improve platform orientation, bridge the trust gap between logged-out and logged-in, add education and expectation-setting, and enable smoother communication with freelancers.

The result was a modular content system built around three core pillars — a JTBD component surfacing the buyer's most urgent task, a Primary component with dynamic marketing or service content, and a "Pick up where you left off" carousel that adapts tabs based on browsing and purchase history.