Hammock: helping freelancers thrive
After several years of freelancing, I recognized the need for a tool to help freelancers navigate the challenges of self-employment. Hammock was born to assist freelancers in managing their monthly runway, tracking expenses, and estimating quarterly taxes. As the founder, I wore many hats including leading key product and design initiatives to bring this vision to life.
Discovery & ideation
UI/UX design
Product design
Design systems
User research
0 -> 1 products
Web apps
Websites
Problem
As a freelancer, it’s difficult to know when you need to find more clients and when you can take a guilt-free break.
How might we make a simple app that helps freelancers make data driven decisions about workload?
Customer research & validation
I conducted extensive interviews with freelancers to uncover pain points and identify opportunities, ensuring the product directly addressed their unique needs.
End-to-end product design
I designed and launched a comprehensive product experience, including bank integrations, monthly runway tracking, expense tracking, and quarterly tax estimates. This gave freelancers a holistic view into their freelance business giving them peace of mind to focus on what matters.
Brand messaging, storytelling & content strategy
I crafted compelling messaging and a narrative from the ground up, effectively communicating our value prop. This included designing all branding, marketing materials and website. In addition, I wrote blog posts and developed tools like runway and salary calculators to drive organic traffic and boost SEO performance.
Impact
As lead gen for our product and to directly learn about our users, I gave multiple talks at freelancer conferences and meetups about how to manage your finances.
I’d often hear feedback after my talks from attendees that I changed their perspective on how to run their freelance business.
