Driving metric impact with a platform-level redesign

MY ROLE

Strategy
Visual Design
Interaction Design
UX 

RESULTS

Increased weekly active users by 1.6%, sessions by 0.4%, and decreased unsubscriptions by 4%

PLATFORMS

Web

Identifying areas of opportunity

With thousands of live emails, we narrowed our focus to emails that had the highest volume but also had below-average click-through-rates.

Principles

TRUSTWORTHY

Preserves members' trust and privacy.

RELEVANT

Highly personalized to directly help members achieve their most important jobs-to-done.

ACTIONABLE

Has a specific, clear next step for the member to accomplish their job.

PURPOSEFUL

Considers and reflects where the member is in their professional journey.

Problem

An audit revealed that our emails did not meet the principles in the following ways:

TRUSTWORTHY

Inconsistently-styled emails can deteriorate member trust

RELEVANT

Content lacks the “so what?”

ACTIONABLE

Vague CTAs that were not very direct

PURPOSEFUL

It’s unclear what a member’s next steps should be

PEOPLE PROBLEM

"I have a hard time seeing the value and relevance of LinkedIn emails."

BUSINESS PROBLEM

"We want to improve member trust and value in these communications to positively impact sessions in the LinkedIn app."

Transforming emails

We piggy-backed on the migration of the email code to make platform-level improvements to the UX, visual design, and interaction design. Our principles guided us to make the following changes:

TRUSTWORTHY

Style all emails in a consistent way by implementing our current design system.

RELEVANCY

Increasing relevancy of content by adding social proof.

ACTIONABLE

Change CTA copy to inspire action

PURPOSEFUL

Guide members to their next best action to make emails more purposeful.

Results

The email platform changes saw impressive metric wins including:

• Increase in weekly active users by 1.6%
• Increase in sessions by 0.4%
• Decrease in unsubscriptions by 4%