Designing for two-sided marketplaces presents a unique challenge: you’re not just building for one user type, but for two distinct groups whose needs must be balanced. Whether it’s filmmakers and their audiences on Vimeo, or teachers and teacher-authors on Teachers Pay Teachers (TPT), I’ve had the opportunity to design for platforms where creators produce content for an audience with specific needs.
This experience has given me insight into how to structure digital products that serve both sides effectively, ensuring that creators feel empowered while their audiences find value in what they offer.
Understanding the Core Challenge: Dual User Needs
A successful two-sided marketplace must strike a balance between:
- The Creator’s Needs – Making it easy to upload, manage, and monetize their work.
- The Audience’s Needs – Providing a seamless way to discover, purchase, and interact with high-quality content.
Failing to cater to both groups can cause the ecosystem to break down. If creators aren’t supported, content suffers. If audiences struggle to find what they need, engagement drops.
Key Considerations When Designing for Two Audiences
1. Onboarding & Education
Creators and their audiences have different levels of familiarity with the platform.
- For creators, onboarding should focus on content creation tools, monetization opportunities, and audience reach.
- For audiences, the focus should be on discovery, recommendations, and ease of consumption.
Example: At TPT, we ensured that teachers could quickly find resources while making it easy for teacher-authors to organize and present their content effectively while also tracking sales.
2. Search & Discovery: Connecting the Two Sides
A great marketplace makes it effortless for audiences to find content while rewarding high-quality creators.
- Robust search and filtering tools help users navigate large content libraries.
- Personalized recommendations increase engagement and sales.
- Highlighting top creators encourages more participation and content creation.
Example: At Vimeo, we created Staff Picks as a way to surface top-tier filmmaking, helping audiences find great content while rewarding talented filmmakers with more exposure. The editorial staff also programmed what would show up within the category pages for those who browse videos related to their interests.
3. Monetization & Value Exchange
Two-sided marketplaces must provide meaningful value to both groups.
- For creators: Clear revenue models (subscriptions, one-time purchases, ad revenue).
- For audiences: Transparent pricing, free vs. paid content distinctions, and value-driven incentives.
Example: Vimeo’s On Demand platform allowed filmmakers to sell their work directly, giving them control while ensuring audiences could access premium content easily.
4. Trust & Community Building
Building trust between creators and their audience is essential for engagement and retention.
- Ratings, reviews, and testimonials create credibility.
- Verified creators & curated content ensure quality.
- Community engagement features (forums, Q&A, messaging) strengthen relationships.
Example: TPT enabled teachers to rate and review lesson plans, ensuring that teacher-authors received valuable feedback while buyers could make informed decisions.
5. Scalability & Flexibility
As marketplaces grow, the needs of both creators and audiences evolve. The design must accommodate:
- New content types and formats.
- Advanced tools for professional creators while keeping things simple for newcomers.
- Scalable infrastructure to handle increased demand and interactions.
Example: At TPT, we evolved My Library to support interactive lessons and Easel resources, expanding beyond static PDFs to a digital-first experience.
Lessons from Designing for Two-Sided Marketplaces
- Balance is key – Prioritizing one side at the expense of the other weakens the ecosystem.
- Discovery and engagement drive success – The easier it is for audiences to find great content, the more incentivized creators are to contribute.
- Trust-building is essential – Features that enable credibility and foster community make a marketplace sustainable.
- Scalability matters – Platforms must grow with their users, adapting to new behaviors and content types.
How to do it right
Designing for two-sided marketplaces requires deep empathy for both creators and their audience. Whether it’s teachers selling lesson plans or filmmakers showcasing their work, the key is to create an environment where both sides feel valued and supported.
By focusing on onboarding, discovery, monetization, trust, and scalability, marketplaces can thrive—providing creators with the tools they need while ensuring audiences have a seamless experience finding and consuming content.
If you’re building for a two-sided marketplace, ask yourself:
- Are we making it easy for creators to succeed?
- Is the audience finding value effortlessly?
- Are both sides incentivized to keep coming back?
When both sides are happy, the marketplace flourishes
Let’s talk about who’s on each side of your market.
I’m available for full time or contract work and I’d love to help you with your project. Drop me a line and let’s see how we can work together.
Justin Dickinson 