I helped the team address two main problems: Members struggling to find interesting companies to follow and page administrators struggling to build an audience on LinkedIn.
Hypothesis: Member actions on company content indicate strong interest. By prompting members to follow a Page after engaging with its content, we expect to increase follow rates.
Action: Show industry-relevant posts and content that aligns with member interests. Use explicit follow actions to suggest additional Pages to follow.
Impact: 6% increase in Page follows through the main feed.
Problem: Members want to receive content from Pages they follow, but rely solely on browsing their feed.
Action: Enabled subscription to top posts, delivering notifications and email digests to subscribed members.
Impact: Average of 12,000 monthly subscriptions and increased content engagement.
Hypothesis: People feel compelled to follow companies that are connected with the people they know.
Action: Added social proof to all page types in the LinkedIn ecosystem, tailored to specific audiences, to enhance value and foster relationships.
Impact: Increased page follows and facilitated member connections with companies, enabling interactions, seeking expertise, and following leaders.
I focused on driving growth for Pages by transitioning from outputs (features) to outcomes (growth and key performance indicators), which is a hard transition to make as a designer.
Instead of working on single, big wins, I focused on achieving multiple small wins through a series of experiments and experience improvements. By focusing on growing new followers, I was able to drive growth and improve KPIs for the Pages product.