Streamlining LinkedIn's Sharing Experience
Consumer
UX Design
Project Role
Design Lead
Timeline
Jan - Apr '24
Partners
Product Manager, 4 Engineers
Sharing is vital to social platforms, fostering connections through meaningful content. We redesigned the sharing experience to make the act of sharing content more simple, discoverable, and relevant on LinkedIn.
DISCOVER
LinkedIn Users
On LinkedIn’s Feed, which is a professional social media based platform, we target user groups that we refer to as career starters, accelerators, and established leaders. Each group aims to discover content, find opportunities, and grow their networks on the platform.
CAREER STARTERS
Build a strong foundation for my career.
CAREER ACCELERATORS
Make progress toward a meaningful and fulfilling career.
ESTABLISHED LEADERS
Leverage my expertise to help others and have a fulfilling career.
DISCOVER
Sharing Challenges
Research from our UXR and Market teams identified key behaviors and share-related challenges, guiding us to address the following user problems with sharing:
Sharing methods are scattered across different areas of a post, making it hard to find and use.
Share content privately or off-platform is limited and inconvenient.
Sharing doesn't always align with user's goals (i.e. reposting, commenting)
HYPOTHESIS
Consolidating all sharing options into a unified space will simplify sharing and empower users to share more easily on and off the app.
DEFINE
Roadmapping Iterative Experiments
I worked with Product to strategically phase improvements to the share experience, understanding the link between sharing, virality, and revenue. We planned and prioritized experiments to enhance UX, gather insights, and manage metrics impact.
PHASE !
Initial Experiment: Quick Wins
We began with straightforward changes, such as moving "Copy Link" and "Share Via" into the main "Share" action. These adjustments were successful, validating our approach and giving us the confidence to tackle more significant changes.
PHASE 2
Bigger Bets: Combining Actions
Next, we explored combining "Repost" and "Send" into a single action. With this, we considered various design variations to optimize on where and how actions appear. Ultimately, we recommended a simpler design to present clearer sharing options, making it easier for users to understand their choices and adapt to the new designs.
Strategies to Address Metrics - Repost Nudges
We anticipated potential metrics impacts—since removing an action from the bar could reduce member engagement. We were prepared with alternative experiments to offset these effects, such as encouraging reposting after copying a link or sending as a message.
PHASE 3
Expanding: Off-Platform Sharing
We enhanced the share experience by integrating third-party sites for off-platform sharing, ensuring that we met industry standards of sharing. Adding third-party apps to the sharing experience allows users to share content wherever they choose while still encouraging them to return to the app. Considerations to mention was how much to prioritize on sharing versus off sharing, and balancing visual design based off those principles.
Third Party Apps
Adding third-party apps to the sharing experience allows users to share content wherever they choose while still encouraging them to return to the app
Sharing Nudge on Screenshot
On screenshot, we display an adapted version of the share bottom sheet, emphasizing off-platform sharing and signaling their intent to share outside the app.
END POINT
Results, Insights, and Iterations
Combining 'Repost' into 'Send' led to a significant drop in metrics and sessions, halting the full rollout. We're now exploring ways to clarify messaging and reposting while maintaining a combined approach. On a positive note, integrating third-party apps proved valuable, subtle nudges like 'screenshot to share' boosted sharing metrics, and consolidating 'Copy Link' and 'Share Via' was effective.
REFLECTION
Lessons learned
Feed is a sensitive ecosystem
Altering elements in the feed, especially main actions on the action bar, can significantly impact metrics. It’s crucial to understand how changes serve the UX and to advocate for users' adjusted behaviors despite the affect on the metrics.
Test variants and tracking everything
Testing multiple variants and having engineering support to build them was invaluable. Tracking provided metrics impact that sometimes outweighed usability testing and allowed us to test at scale in a matter of days.
Visions helps prevent reactive decisions
In hindsight, starting with a clearer, long-term vision aligned with leadership would have avoided reactionary decisions and improved strategic advocacy for the share experience.
End of case study.