##Site Map
- Home
- Profile
- Edit Profile
- Who's Viewed Your Profile
- Updates
- My Network
- Connections
- Contacts
- People you may know
- Alumni
- Jobs
- Interests
- Companies
- Groups
- Education
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##SWOT ####Strengths:
- Professional platform
- Strong branding
- Effective profile structure
- Useful for b2b marketing
- Multifaceted revenur model
####Weaknesses:
- It's hard to communicate directly
- Spam
- Low social engagement
####Opportunities:
- Microtransactions for direct communications
- Expand globally
- Target niches
- Expand search features
- Include more specific geographic parameters
####Threats / Competetive Analysis: Smaller, more niche apps, AKA “death by 1,000 pin pricks.”
- Glassdoor
- Lets you search specifically by salary
- Craigslist
- Has map search feature
- Facebook Groups
- Austin Digital Jobs & The like can be an awesome community and forum to get advice on the local job market, not just generic job seeking advice
- Doximity
- “In medicine, you want to get referrals. You want to be the guy in town who does the best ankle replacement surgery, but at the same time to market yourself is a little gauche,” says Tangney. “We make it easy for them to have a robust CV without having to type it all in.”
- Spiceworks
- Spiceworks also offers users an audio-visual resume option to help them better explain their work experience to people without IT expertise. That’s something they can’t get on LinkedIn.
- Viadeo
- A competor to linkedin outside of the US
##User Testing
####Hypothesis - The profiles take way too long to complete
####Test - Make a profile
- User felt offended at the tagline "be great at what you do," felt like she is already great at nurse anesthaesia and didn't feel like she needed a profile to tell her that
- Felt impatient & did not care read all the options when prompted with "what are you interested in?"
- Violated by linkedin asking for access to yahoo contacts right away
- Annoyed when they immediately asked her to invite people in, felt like it was misleading
- Annoyed by second prompt of "what are you interested in?", Expected to receive spam emails
- Wouldn't have downloaded the app, didn't want an extra thing on her phone
####Hypothesis - Users are afraid to freely browse LinkedIn because it tells the person you were looking at their profile
####Test - Make your profile not show up under "who viewed you?"
- Felt violated that LinkedIN notified me when she viewed my profile. "What? That's kind of creepy"
- Impatient with how many buttons she had to scroll over to find account settings.
- Confused as to where the setting was within account settings, when she finally founded felt the wording was not right.
- Unsure when she changed it, she did not see the update notification, so she didn't felt secure that she completed her task.
####Hypothesis - The search filters are too subtle
####Test - Search for a job at a small company in the medical field
- Felt lost when she accidentally went to "post job" on linkedin, saw the fields prompting her to desctibe job
- "I feel like an idiot" :(
- Unsure whether to find the company size filter, ended up scanning through the light grey text on the posting (hard to see)
- Found the location filter difficult to use, but did find it. And then found company size when she looked closer (location was expanded out)
- Felt overwhelmed by the number of options.
###What is the core purpose of linkedin?
To tell your professional story
####Other purposes:
- To connect people in a way that is less personal
- To help people find jobs
- To facilitate recommendations
- To provide users with data about their desirability
##Redesign Goals
###Eliminate these feelings
- Offended
- Impatient
- Guarded
- Tricked
- Misunderstood
- Lost/Confused
- Uncertain
- Pressured
###Create these instead
- Valuable
- Patient
- Trusting
- Understood
- Satisfied
- Confident
- Competent
##Approach
###Design with the imposter in mind!
- Reduce professional indicators
- Avoid preying on fear and insecurity
###Engage users in a more conversational and helpful way
- Encourage questions
- Ask questions to users
- Improve UX feedback - signpost & alerting
- Focus on value-add of features
- More tooltops