LinkedIn - Case Study
The Brief
The project brief for this fictional project was that LinkedIn wanted to increase user engagement and create features that kept user's on LinkedIn rather then going to their competitors. Currently, many users plan meet-ups, find events and socialize on platforms such as Eventbrite.com, Meetup.com and Facebook.
Challenge
The problem I was trying to solve was to increase user engagement on LinkedIn. Users were going to external platforms such as Eventbrite.com, Meetup.com, and Facebook to network, go to events and keep in touch. Our goal was to keep users on LinkedIn throughout all of these phases. The biggest challenge I faced when finding a solution was trying to avoid adding too many features and causing what is known as "functionitis". Another struggle I faced was making LinkedIn to much of a social media platform rather than a professional networking site. It was difficult to develop features that increase user engagement and activity while still keeping LinkedIn professional.
Solution
The solution had three parts to it.
Part One was to develop an “events” icon where a user can visit and browse local events happening and filter those events based on interests, time and location. These events consisted of trade shows, seminars, and much more. Once the user chooses an event, they then have the ability to invite any of their connections and include a personalized message. The event invitation is then sent to that individual and is then pending approval on their end.
Part Two was to develop a relationship banner when visiting a connection’s profile. This relationship banner consisted of a description that included when you last got in touch, how you know them, and events that user is attending with an option to join them.
Part Three was to schedule meetups with your connections. The “meetup” button was located on the connections profile next to the “message” button. Once clicked, you can choose the location(restaurant, coffee shop, etc), the time, date, the subject or reason for the meetup and an option to include a message. The meetup request is then sent to that individual and is then pending approval on their end.
Result
The result was three features which will increase user engagement on LinkedIn, increase user engagement with their connections, and provide opportunities to find and attend events.
My Contribution
In a team with three other individuals, my contributions were user research, ideation, content strategy, wire framing and developing the prototype.
The Process
Research
The firs steps we took in our research process are as followed:
- Understand the domain (LinkedIn)
- Understand the problem
- Understand the user (LinkedIn User's)
Understanding the Domain
This involved learning about LinkedIn and all of the services that currently exist. Learning about the the features that allow users to socialize, network, find jobs and maintain relationships.
Researching competitors provided reasons why LinkedIn users need to go to external platforms. These reasons include:
- Finding events
- Planning meet ups
- Socializing and maintaining relationships
Understanding the Problem
LinkedIn wants to increase user engagement by making the mobile app a one-stop destination for networking (the action of creating new connections) and contact management (the action of maintaining these connections).
However, in order to understand why users were not engaging in the first place we needed to learn about the user.
Understanding the User
We conducted 2 surveys that got over 40 responses and over 20 interviews.
Key Findings
- Users only used LinkedIn to find a job or add a connection
- Users felt LinkedIn was not useful when they had a job
- Users felt uncomfortable networking
- They felt as if it were fake, forced or unnatural
- Users did there socializing on Facebook, email, and in person
- Users found events and seminars on Eventbrite.com
- Users planned meet-ups with colleagues and friends through Facebook, Meetup.com and direct messaging
Empathy Map
Based off of our interviews and surveys, we gathered the key findings and created an empathy map
Persona
Based off of our research, surveys and interviews, we created Christina Nguyen who embodies the average LinkedIn user.
Ideating
- The first solution we developed was a low fidelity wireframe that depicted features where a user can see their current relationship status with any of their connections and that relationship would be scaled on a "cold", "lukewarm", and "hot" system. These terms depicted whether or not a relationship had gone cold which would then prompt the user to reach out and schedule a "meetup" or attend an event with them.
- The second solution we developed was an event icon in the header that showed a list of events, seminars, tradeshows, etc. happening in the users area that would encourage the user to stay on LinkedIn when searching for events rather then going to our competitor, Eventbrite.com.
- Lastly, we developed a way for users to schedule meetup's with their connections which will allow more relationship and network building among users. The meetup feature would allow the user to select a forum(coffee, lunch, meeting),place, time, and personalized message.
Low Fidelity Paper Prototype
- Developed a paper prototype to user test
- Tested this with 6 LinkedIn users
- Helped us determine what iterations were necessary
Iterations
- Removed "Relationships Status" feauture
- Confused users
- Did not prompt users to engage with that connection
- Made CTA's larger and more noticeable
- Improved navigation
