So Much More Than A Profile

This was a complete overhaul for Guru. We weren't just reskinning the profile. We rearchitected the profile, built a hub for creating the new content, and a search to extract and view all that data.


I'll just come out and say it. The legacy system was bad. To market yourself on Guru you would need to create a different profile for all of your skills. Meaning, an ad agency on Guru would need to create a separate profile for Development, Design, Copywriting, and Branding. The users hated it.

We came up with a service based model, where users had one profile and could market as many services as they wanted. This meant Freelancers could get as creative, or specific, or as generic as they wanted. They could sell themselves however they felt was best.

A list of Services
A list of services on a profile

The service object could also be stuffed with skills, portfolio pieces, and feedback. All of which could be viewed independently on the profile. Users have created over 3 million services in a year and a half.

Searching on Guru

None of this matters without a search to bring it all together. In the new model, users search for services, instead of freelancers.


  • Content Strategy
  • User Interaction
  • Functional Prototype
  • Validating Proof of concepts
  • Interface Design
  • HTML and CSS
  • Responsive Design
  • Bug fixing