UI & Experience consistency: Sales Navigator and LinkedIn Flagship are two drastic different platforms. Seamlessly integrating SaaS feature into the consumer experience requires careful design decisions to ensure consistency across both platforms.
Scenario complexity: Traditionally, the consumer experience focuses on job seekers and buyers. As we initiate our enterprise integration, more lines of business are exploring potential integrations in parallel, creating a challenge in balancing user attention.
Communication of feature and branding: Clearly conveying the value and distinguishing between Sales Navigator offering and other paid-feature such as Premium is essential to achieving our growth goals.
The challenges
Full Account IQ on Sales Navigator.com
Roadmap
This is just be beginning of validating and integrating Sales Solution to LinkedIn flagship experience. To further enable user's workflow within LinkedIn, I've also worked on visioning of extending the insight on consumer experience.
Buyer Intent: Increased outreach rate by X%
PSM vision: Hosted 2 workshops with cross-functional participants from 3 business lines. Created 3 storyboards with concepts for further investment. Due to confidentiality, the work is available upon request. Thanks!
Reflection
Since the release of Account IQ, despite high satisfaction scores, the feature faces low usage due to its new workflow and lack of clear discovery paths within Sales Navigator.
Account research needs to become a habitual part of Sales Navigator. As of early 2024, sellers generate 20% of all profile views on LinkedIn, yet only 1 in 5 customers fully utilize Sales Navigator's value as active sellers.
This raises a critical question: how can we meet users where they are and help them become the best sellers possible by leveraging the full potential of Sales Navigator?
Our solution to that is to meet sellers where they are and replace enhance LinkedIn flagship platform for sellers.
The opportunity: meet sellers where they are
To ensure the success of the project, I started with identifying the design principles based on the project goals:
Design Principles
Simple
Prioritize a simple, clear, and enticing design to effectively communicate the feature.
Valuable
Ensure sustained quality of account research rather than duplicating existing information.
Scalable
Design with scalability in mind to handle increasing use cases and ensure experience consistency across platforms.
After exploring various designs, I finalized the proposal focusing on the three top insight types, prioritized by their engagement level with sellers:
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By concentrating on the top three insights, we streamlined the user interface, making it more intuitive and easier for users to navigate.
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Prioritizing insights with the highest engagement ensures that users receive the most relevant and impactful information, maximizing the feature's value.
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The design is built to easily accommodate future enhancements and additional insights, ensuring long-term growth and adaptability.
A/B test
To benchmark engagement, I leveraged the existing Account IQ preview from Sales Navigator as the control group. The test went for one month to validate the retention goal.
As a result, the version A is the absolute wining group, with +8.17% feature weekly active user, while the control version has only increased 0.66% feature weekly active user.
Version A: Proposed design
Version B: Enterprise Account IQ preview
To benchmark engagement, I leveraged the existing Account IQ preview from Sales Navigator as the control group. The test went for one month to validate the retention goal.
As a result, version A turns out to be the winner with +8.17% feature weekly active user, while the control version has only increased 0.66% feature weekly active user.
Milestone 1
Enhance discoverbility
Make Sales Navigator value more discoverable to users by integrating intuitive entry points across LinkedIn consumer experience.
Milestone 2
Enrich value in context
Increase the value of Account IQ and other Sales Nav tie-ins by providing users with richer, more actionable insights without leaving consumer experience.
Milestone 3
Better enable cross-functional success
Enable broader adoption and cross-functional effectiveness by delivering tailored premium insights to serve for different user roles and needs, providing a personalized experience for each user.
Final design
Mobile
Web
Web & Mobileb
Media
Growth Design
Role
Press
2024
Account IQ on LinkedIn
In response to the evolving needs of sellers in this new economic era, Sales Navigator release Account IQ, a gen-AI powered company researching tool that helps sellers gain a deep understanding of their target accounts in a friction of the time.
I spearheaded the first integration of Sales Navigator's advanced feature into LinkedIn consumer experience, ensuring that sales professionals can effortlessly access the value they need on LinkedIn.com while balancing the their expectation of the consumer social platform.
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