LinkedIn Mobile App

Introducing new features

LinkedIn wants increase user engagement by making the mobile app a one-stop destination for contact management and networking. The team was engaged to perform an in-depth discovery to pinpoint the business opportunities available within the market for LinkedIn App's new business growth.

Based on the existing LinkedIn users, the team has conducted surveys on users’ demographics, behaviours, goals and needs. The team reviewed the results and extracted data based on power use (frequency of use), and the ways and reasons users are currently using LinkedIn functions.

The survey data helped identified 3 significant groups of users; the recruiter, the satisfied professionals and the job seekers.

Based on the 3 identified groups, the team followed up with  phone interviews to understand and document each significant user group’s pain points. With the qualitative and quantitative data collected, we created personas. The personas helped the team to focus and create user process flows on an empathic level through the personas’ perspectives.


Competitive analysis was performed on 3 apps, which helped identify design opportunities available for LinkedIn App's new features. In order to validate the team's potential feature solutions, the team asked the users, which features would benefit them the most.

The report documents the detailed steps taken for the heuristic evaluation, quantitative and qualitative methods used to extract information from the significant user groups and LinkedIn competitors.

These methods provided input into the designs of

  • storyboarding
  • journey mapping
  • scenarios mapping
  • tasks analysis

The conceptualization phase embarked after establishing a clear benchmark and ideation.

A clear visualization of the app features are conveyed on the site map before the team started wireframing with low fidelity prototyping using paper prototype and latter using industry standard software Axure for high fidelity prototyping.

Based on the cohesive evaluation, the team has designed new features based on the current LinkedIn app style guidelines to put out a consistent tone that will make sense to the current users and new users.

The team created wireframes for the home page within LinkedIn app, menu page and the newly introduced features; AirConnect and  Schedule pages for the initial usability testing to commence.

User-participants were recruited based on their main characteristics similarity with the primary persona, tech savvy power LinkedIn user. Each user participant was advised on the test purpose and each test session were recorded for study purposes. The team performed three rounds of usability testing on 3 groups of user participants.

The behaviours of the user’s interaction with the prototype and the way they carried out the specific tasks were recorded to allow the team to evaluate for problems and rapidly iterate on the low fidelity prototype for second round of usability testing. Once new set of key findings with minor iterations were found, allowing the team to be confident enough to move forward and build a high fidelity prototype using Axure.  

Overall the project proves that the new features proposal is viable. It is recommended for further usability testing to be performed based on

  • Technical issues such as the 4G signal within a building during a work conference.

  • A prototype created with web developers to avoid functionality lag time.

  • Engaging 2 users during each test session to exchange electronic business cards, instead of to a dummy.