LINKEDIN REFERRAL FEATURE

Linkedin is a well known social platform for professionals, recruiters and job seekers. Over the years, they have built themselves a platform to host great opportunities to network, exposure, gain insights into a company and so much more. While the interest to use this platform varies from person to person, there are a number of people who use Linkedin as a job-seeking opportunity. Seeking referrals from personal contacts in LinkedIn is made possible. Linkedin is looking at giving the referral options made available for professionals who are in the company and would like to give their referrals to people in their contact list. In return, they will receive 3 months prime subscription incentive upon referral and job confirmation from the referred party

Role

UX/UI Designer

Motion Graphics Designer

Project Type

UX/UI Design​ | UX Researcher

Technology

Illustrator/ After Effects/ Sketch

 

 

Project Timeline

2 Weeks

 

 

PROCESS

CLICK ON ANY OF THE PROCESS 

 

0.1 RESEARCH

0.2 DEFINE

0.3 IDEATE

0.4 DESIGN

0.5 PROTOTYPE

RESEARCH

FINDING THE RIGHT FOCUS

I started off with market research to gain a general understanding of the job search industry and Linkedin's user demographic. Although Linkedin caters to a broad professional audience, a majority of their users are Millenials, between 15 - 35 years old, which explains why Linkedin primarily targets the millennial generation. I also identified potential challenges by analyzing Linkedin past update with their add job preferences and requests for referrals from people who worked in the company they wish to work for. Also, at the point of writing, only recruiters will be able to identify if you are looking for a job. Based on this research, it seemed best to ensure that there are sensitive issues pertaining to job seekers who would like to disclose their job seeking hunt but are open to receive referrals. At the same time, there must be a clear distinction for referrals to know who are the job seekers.

LinkedIn User Demographic

Total Number of Linkedin User: 590 Million

Total Active Linkedin User : 260 Million 

Total number of Linkedin User in U.S: 154 Million 

Percentage Monthly Active user : 44% 

Number of new sign ups: 2 Members per second 

More than 70% of Linkedin users are from Outside of Us.

APPLICATION AUDIT

UNDERSTANDING DESIGN

I analyzed Linkedin’s mobile app to familiarize myself with the current design, documenting notes of all the main features. Doing so allowed me to gain a better understanding of Linkedin’s design patterns and how new features could be integrated. From the design, it was clear that the new feature should integrate well with the current design, but has to be distinct enough to make the user understand the new feature, especially for the person giving the referrals.​

 

0.1 RESEARCH

0.2 DEFINE

0.3 IDEATE

0.4 DESIGN

0.5 PROTOTYPE

DEFINE

UNCOVERING INSIGHTS

From listening to Linkedin users, it wasn’t immediately clear if there were any issues with a referral. The interviewers seemed satisfied with the current referral website, although they are not aware of the app has the same feature. However, since this project added a priority for adding referral capabilities, it was important to uncover insights that were relevant to enhancing experiences for Linkedin users. By using an empathy map, I was able to identify user needs that would determine how to best incorporate referral capabilities in the Linkedin app.

They are not aware if the app has

the same feature

 

Observations

Users are not

aware of

refferal feature

 

the incentives are very inviting 

Users are comfortable with the website ux/ui

 

Have a certain

preference to the ux/ui that already exist

 

Spend most  of the time on mobile

 

intuitive design

 

Short attention span

 

Enjoy quick details on profile

Themes

Insights

Opportunities

 

Design 

I expected the user to be less picky about design

 

Attention 

 

Intuitive

Users use their time to multi task hence time is of the essence

 

Users has low tolerance and ux must be easy

 

Comfort level

 

Users are used to common thread of ux/ui

 Create a seamless design for users with little attention span that makes them use it fast

observe common trending ux/ui that users are familiar with

Concise profiles makes it more inviting for user to digest information 

Design can be simple and minimal with obvious prompts

white space can be explored for ease of eye movement

displaying quick and good information about profiles

Transcribed post its observations 

USER INFRASTRUCTURE

 

LOG ON TO 

LINKEDIN WEBSITE AND LOOK AT NOTIFICATION

OBSERVE 

PROFILES

AND FIND

POTENTIAL

CANDIDATES

MESSAGE

CANDIDATES

IF THEY

ARE LOOKING

TO BE

REFFERED

REFER

CANDIDATE

EMPATHY MAP

FEELINGS

 

TASK

INFLUENCES

PAIN POINTS

OVERALL GOAL

Urgency

Quick

Time consuming

Not intuitive

Not motivated

How to create an ux/ui that is intuitive for users to use?

How to create app with features users are already familiar with but making it with linkedin branding?

intuitive design, minimal and addictive to use

Difficult to use and little attention span 

Needs to be always on the go 

It must be easy to use to user don't have to spend so much time figuring out how to use it

Create a minimal designed application that is easy to use with features that users are familiar with.

I created a persona “Katrina Amina” to represent the findings from the empathy map. Reflecting Linkedin’s target demographic, Katrina is a young professional of the millennial generation who often uses Linkedin for professional purposes. By giving context and personality to the research data, we can better empathize with the target user throughout the design process. Although Linkedin has a broad user audience, I chose to focus on a young adult persona because it’s Linkedin’s largest user group and it’s the user group that I collected the most primary data about.

PERSONA

Katrina Amina

Bio

Core Characteristics

Emotional

Tech Savvy

Introvert

Katrina Amina is a software engineer by profession. She enjoys using her phone when she is not doing her work, she has a lot of other applications on her phone and she switch between them when she gets bored. She enjoys using an app that gives her incentives or rewards, but it has to be easy to use because of her limited attention span. 

Age

25 Years Old

Proffesion

Software Engineer

Location

New York City

Behaviors

  • Short Attention Span

  • Always on the go 

  • Always using the phone when she is not doing her work

Goals & Needs

  • Need an intuitive designed app that she can digest easily to use

  • It must be addictive for her to use

  • Getting incentives from using the app

DISCOVERY

QUICK AND INTUITIVE WITH THE FAMILIAR

It is surprising to me that people prefer something that they are familiar with. Introducing something different is a novelty but because with the target audience and the persona in focus, it made me realize that these profiles prefer something that they know rather than creating something completely revolutionary. It probably has something to do with the quick phase of life and the limited attention span.

 

0.1 RESEARCH

0.2 DEFINE

0.3 IDEATE

0.4 DESIGN

0.5 PROTOTYPE

IDEATE

BUILDING THE APP

Conceptualizing the product was a crucial factor in the process. There were many things that we learned from this process, we learned that it is important that the pain points are met and addressed.

WIRE FRAME

 

DESIGN

Users will swipe right or left to choose whom they want to refer. The referred person will be notified when they are being referred.

After creating the application design, and doing some user testing, it made me realize certain points that needed change. People did not find it distinct enough to know whether the potential profile has looked at the company LinkedIn page or not. The updated page was not user-friendly, the overall font size was too small.

A second iteration was made to give a clearer view of how it could work with an alternative method.

ITERATION

Comments made previously was considered and a few iterations were done to address the concerns from the user testing. The fonts were made more visible, the profile is more concise with more information given. Users will know if the potential candidate has viewed the company profile page by the gradient circle around a potential candidate. They could also message them directly. 

SECOND ITERATION

 

Contact Me!

Interactive Visual Designer, Art Director

Currently based in New York.

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Drop me a mail at hello@ridwanmadon.com

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