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Driving engagement and growth for LinkedIn Groups
LinkedIn Groups Onboarding
01
Outcomes
3x
Increase in members landing onto groups
10+
Groups had improvement in engagement metrics
8.5/10
Avg rating on redesign =
Improved guest experience
What was the initial problem?
Context
On LinkedIn's Growth Design team, I worked on features to support blue-collar workers, aiming to make LinkedIn the go-to platform for blue-collar recruitment and job support. In summer 2022, the team launched 30+ pilot support groups to better understand these workers' unique career needs.
Challenge
My Role
How might we increase engagement and retention with Blue Collar workers within LinkedIn Groups?
UX Design, Research,
Interaction Design & Prototyping
Year
Timeline
Tools
2022
7 weeks
Figma, Miro &
Adobe Photoshop
Why LinkedIn Groups?
LinkedIn groups offered blue-collar workers a community for job leads, career advice, and resources, helping them build networks and tackle industry challenges. Recognizing that there was a support gap, the team chose LinkedIn groups as the first pilot feature for this user segment.​
Why weren't blue collar workers engaging in groups?
Lack of guidance
New members often get confused on the purpose and value of engaging in groups
New members often don’t know how to begin engaging within blue collar groups
Since guidance was the key issue, I decided to conduct an experience audit of the current onboarding to assess its impact on introducing new members to groups and educating them on group usage
These were my findings:
Unclear welcome notifications ​
Due to the high volume of notifications members already receive and the lack of clarity in the welcome notifications that are sent out, new member miss these notifications altogether contributing to low engagement rates.
Vague and generic copy:
For members that land onto a group, they receive a pop-up notification that usually carry a generic copy of the group's purpose. This contributes to new members not knowing what a specific group is for or how to begin engaging.
Unfamiliarity with content:
Although there are nudges to urge new members to begin posting content, unless they spend some time browsing through the feed and getting familiarized with the content, they are nervous to take the first leap and create a post.
02
Gain Confidence
Ideation
With my PM and team, I sketched out a number of different interaction model concepts for a new mobile onboarding experience.
The 3 key design goals that I defined for this experience included:
01.
To help the new member understand the group rules and regulations
To guide the member to begin engaging with content (reacting to posts & leaving comments)
02.
03.
To guide the member to create their first post and begin engaging with other group members.
Since LinkedIn did not have a consistent experience to onboard new features, I decided to conduct an experience audit of the various onboarding touch points across LinkedIn’s Flagship services.
Infrequent member prompts
Coachmark
Coachmark
Nudge
Launchpad Notifications
Together, we discussed pros and cons of each direction, and quickly converged on 4 that would best serve our members' needs while also supporting the requirements of the business team. Finally, I prototyped a few different mobile concepts and my team and I ran light concept testing on each.
Final Concepts
Launchpad CTA
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Once a member joins the group, they’re first notified of the new group in their home feed.
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Key design decision:
By enforcing this notification to not be dismissible, we can nudge users to check out the group.
Coachmark Experience
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Next, once a member lands on groups, they’re immediately notified within the group feed to learn more about
the group.
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Key design decision:
The coachmark was chosen to be purple specifically to draw attention when introducing members to new features.
Topic Prompts
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Next, they’re prompted to choose their specific interests. They’re then re-directed to a new feed where they can view trending conversations based on their interests.
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Key design decisions:
I designed prompts that would not take up too much real estate within the group feed to ensure members would continue scrolling. I also incorporated CTA’s in the form of small pills underneath posts that would streamline the content posting experience.
Onboarding Group Stories
Finally, new members are also able to get welcomed into the group by viewing testimonial stories posted by admins and current group members.
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Key design decisions:
With the time constrains and engineering restrictions in mind, I tested out this concept in the form of pinned posts. I wanted to be able to get some quick feedback on user-generated content and if it can spark more engagement and traction within groups.
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