Enhancing LinkedIn Premium user Experience
OVERVIEW
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Enhancing the user experience of LinkedIn premium buying user flow - for the desktop website. For the evaluation ,I used Nielsen Norman group's 10 usability Heuristics for user interface design.
Further, in order to dive deeper into the research, I conducted usability testing's followed by the solutions,and again usability testing's.
DURATION - 2 weeks
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DISCIPLINE
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User Research
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Heuristic Evaluation
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User Interviews
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UX Design
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TEAM - Individual
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ROADMAP
Professionals seeking career advancement
PROFESSIONALS
Understanding the Users
LinkedIn is a social network platform primarily focused on
professional networking and career development.
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Business owners and entrepreneurs promoting products or services and building a personal brand
BUISNESS OWNERS AND ENTREPRENEURS
Professionals seeking career advancement
Recruiters and hiring managers searching for job candidates and building an employer brand
RECRUITERS AND HIRING MANAGERS
STUDENTS AND
FRESHERS
Students and recent graduates connecting with professionals and finding job opportunities
FREELANCERS
Freelancers find clients, promote skills, and network with peers.
CURRENT USER FLOW
My preliminary research started with the understanding the business model of LinkedIn and then studying the Target users of LinkedIn Premium and then evaluating the current user flow.
HEURISTIC EVALUATIONS CRITERIA
I used Nielsen Norman Group's Usability Heuristics for user interface design
1.Visibility of system status
The design should always keep users informed about what is going on, through appropriate feedback within a reasonable amount of time
2.Match between system and the real world
The design should speak the users' language. Use words, phrases, and concepts familiar to the user, rather than internal jargon. Follow real-world conventions, making information appear in a natural and logical order..
3: User control and freedom
Users often perform actions by mistake. They need a clearly marked "emergency exit" to leave the unwanted action without having to go through an extended process
4.Consistency and standards
Users should not have to wonder whether different words, situations, or actions mean the same thing. Follow platform and industry conventions.
5.Error prevention
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Good error messages are important, but the best designs carefully prevent problems from occurring in the first place. Either eliminate error-prone conditions, or check for them and present users with a confirmation option before they commit to the action.
6.Recognition rather than recall
Minimize the user's memory load by making elements, actions, and options visible. The user should not have to remember information from one part of the interface to another. Information required to use the design (e.g. field labels or menu items) should be visible or easily
7: Flexibility and efficiency of use
Shortcuts — hidden from novice users — may speed up the interaction for the expert user so that the design can cater to both inexperienced and experienced users. Allow users to tailor frequent actions.
8: Aesthetic and minimalist design
Interfaces should not contain information that is irrelevant or rarely needed. Every extra unit of information in an interface competes with the relevant units of information and diminishes their relative visibility.
9.Help users recognize, diagnose, and recover from errors
Error messages should be expressed in plain language (no error codes), precisely indicate the problem, and constructively suggest a solution.
10: Help and documentation
It’s best if the system doesn’t need any additional explanation. However, it may be necessary to provide documentation to help users understand how to complete their tasks.
HEURISTIC EVALUATIONS
To begin the design process, I conducted a Heuristics Evaluation of the existing flow and used Neilson Norman Group’s 10 Usability heuristics for User Interface Design. In addition, I provided personal insights to supplement my evaluation. This helped contextualize the evaluation and ensure a well-rounded design approach.
1.Home screen
This is the landing page of the LinkedIn application. It projects a variety of options like Start a post,
Search and Try premium
2. Questionnaire Screen
3.Recommended Plans screen
4.Explore all Plans Tab
5.Learn more Tab
6.Checkout Tab
EVALUATING USING USABILITY TESTINGS
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Primary Research
Link for the Tasked Based Questionnaire
After completing the heuristic evaluations and reflecting on my observations, I conducted research to define the target users for the usability testing. I gathered information on users behavior's, pain points, and other insights. Based on this research, I created an interview guide for task-based usability testing, following the current user flow.
RESEARCH ANALYSIS
Following the Evaluation and primary research, I analysed the correlation between my hypotheses, factual data from the research, and insights from real user interviews.
While the research supported some hypotheses, others were not. I focused on the insights validated during research and used these as the basis for ideating on potential solutions.
IDEATING AND WIREFRAMING
After completing the research, it was time to start generating ideas. I began by converting pain points into design opportunities and brainstorming potential solutions to address the identified issues.
With various potential solutions generated, it was essential to start visualising how they would work. To bring these solutions to life, I used wireframes to visualize how they would work on different screens. This approach allowed me to test and refine the designs before moving on to more detailed work.
Through wireframing, I identified areas where the solutions needed further refinement to ensure they were user-friendly. By building upon the existing flow of LinkedIn Premium, I ensured that the solutions would integrate seamlessly into the platform.
Solution 1.0
Following the Evaluation and primary research, I analysed the correlation between my hypotheses, factual data from the research, and insights from real user interviews.
While the research supported some hypotheses, others were not. I focused on the insights validated during research and used these as the basis for ideating on potential solutions.
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Introduced a landing page for the premium
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2. Progress Status Bar
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3. CTA for comparing plans
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4. Providing feature information and feature availability
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5. Introducing UPIs and flexible billing plan
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Reusability Testing
After prototyping the redesigned flow, I decided to test it with actual users to understand whether I had achieved the goals outlined at the beginning of the project.
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For Usability testing, I prepared tasks for the users to complete and also attempted to observe the user, focusing on the user’s direct intention and behavioural insights.
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I conducted five re-usability tests using this testing guide. The feedback gathered from the tests provided actionable insights, which led to changes in the user flow.
I analyzed the user feedback carefully and iterated it to develop a more intuitive user experience.
Usability Testing Insights
A/B Testing
3/5 users find it more engaging as they are paying more attention to the this layout and find it more intersting
Users find it monotonous and find difficulty to stay till the end of the page
Users find it monotonous and find difficulty to stay till the end of the page
After Iterations
1.Landing page layout
A/B testing revealed that a Z-pattern outperformed the first layout in terms of user engagement.
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After
2.Visibility of system status bar
The visibility of the system status bar has been increased by incorporating step labels directly into the bar. Clear and concise labels have been provided for each step to help users understand their current position in the process and what steps remain.
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