LinkedIn China App Redesign

Updated: Apr 5

Redesign a app with the new product strategy for Elites

My role

Long term

Functions & Features explorations for create Career network
UX & UI Explorations for whole app
Each tab’s functions & ideas explorations

Short term-MVP

Redesign Profile
Redesign Me Tab
New profile planning design

Why did we redesign

Oct 2021 China strategy shift - LinkedIn announced China product pivot in October 2021 to meet compliance requirements.

LinkedIn China App is a Social (Feed and Connections) + Workplace App

We lose our core function-feed, so we need to find new core functions

Brainstorming

Find our target users is Elite

Big TAM for Elites

Engagement :Elites, as recruiter search targeting and paid job applicants, have 1.4M TAM on LI:480K WAU(36% of MAU),680K MAU(28% of MAU).
95% of elite MAU have 2-20 years of experience and 50% of them are in 500+ size company

Huge contribution from elites to both LTS and active job seekers

Monetization:Elite MAU contributed 95% of LTS Inmail 7d accepts in China
Consumer:70% active referrers mentors

Who are the Elite users

Most elite users are male (70.8%)
Nearly half are between the ages of 31-40 (48.3%)
Most of them live in first-tier cities (73.1%)
Over eighty percent are IOU (82.8%)
Most of them have management experience (Manager, 22.5%, Senior manager, 18.6%, Director, 18.2%)
Work in foreign companies (45.6%) or private companies (35.8%)
Many work in companies with more than 10,000 employees (31.6%)
Most of them worked for more than five years (6 ~ 10 yrs, 19.4%, 11 ~15 yrs, 24.4%, 16~20 yrs, 18.0%)
Many people work in these industries: manufacturing (22.6%), internet (21.4%), finance (9.6%).

What’s they want

Elite WAU come to LI to do

Stay informed: Feed consumption >=3 (74%), Feed like/comment/share (18%)
Network and Building Connections: Viewing profile (67%), Searching people (~45%), Viewing messages (30%)
Job is not a main reason for elites to visit LI:88% elite MAU are non-active job seekers

We have confirm our findings from UER

New strategy to retain and engage elites

Explore Features for building career network

漂流瓶 + Career Service

Career service

Design solutions

Janice Yu needs a career service, posts a career service in her profile

Tim Hua provides a career service to Janice Yu

Tim Hua posts a career service in his profile

User feedbacks on this feature are positive

“Sometimes I am also very confused and want to ask the seniors in the industry how to better plan my career development path. But there is no such person around me. This is a good idea to get me in touch with these seniors. "—— Daisy, 31-35,Finance, Finance

“I am very willing to provide service to others, but I need a reward mechanism to continue this function. I find that the function of earning elite coins is very good"——Louis, 26-30,Project management, Internet

Explore the functions, ideas,UX & UI for each tab

There are findings from the Elite users' UER, and base these findings,I explored ideas and concept designs