Visual Designer & Art Director
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LinkedIn Dormant User Strategy UX Exercise

 

LinkedIn Dormant User Strategy UX Exercise

The ask was to design a welcome-back experience for a dormant user who is returning after 3+ months. I was tasked to recommend a creative solution that gains the dormant user's attention, and garners an action to actively participate on Linkedin in any way.

 

Details

Design Exercise

Client

Linkedin


 
 
 

Research and Analysis-based Approach

The first step is to analyze and understand existing user behaviors, and identify problems in the overall experience. Based on my research, all behaviors are identified and categorized by three different periods: Active Engagement Period, Dormant Period, and Re-engagement Period.

Users' behavior tendency and their motivations are listed under each period along with problems that lead to Dormant Period. Dormant Period Blocker is a list of possible features and functionalities that could prevent users from going back to Dormant Period. All Information was collected from on-line research and user interviews

 
 
 
 

User-Focused Learning Synthesis

The next step is to narrow down the user behavior analysis to the welcome-back experience, and define exact problems to solve. The analysis starts with identifying different entry points to the product, and learning about users' needs and motivations upon entering.

From there I intend to understand where to present the welcome-back experience, what to present, what should be the ideal outcome, and what are possible obstacles along the way.

 
 
 
 

Design Planning based on Learnings

Based on the analysis, I envision a 4-step strategy for the welcome-back experience that would effectively engage returning users and ultimately keep them as active users.

The strategy is designed to first grab users' attention by displaying quick updates, then learn about their needs via a brief survey, provide personalized experience based on users' input, and ultimately encourage them to regularly visit Linkedin by reminding of the product's usefulness and improvements.

 
 
 
 

Identifying Opportunities in User Journey

The strategy then maps out an expected user journey within the proposed welcome-back experience.

The user persona used in the journey is a professionally satisfied user who is not looking for new opportunities, but returned to Linkedin to find industry-related articles that would aid his current job. The journey identifies key moments within the scenario where the 4-step strategy can be applied.

 
 
 
 

Quick Wireframing for Validation

Following the user journey, wireframes are created to illustrate each step of the welcome-back experience. This helps understanding the idea on the interface level.

Users first encounter the first-time-only overview of updates, and are encouraged to find out more. Below the overview users are asked to complete a quick survey, and the app begins guiding users through a personalized experience based on their answers.

 
 
 
 

Non-Disruptive Guidance Integrated into Experience

While guiding users through their desired task, tool tips appear to educate users about new features and functionalities that would be useful to them.

Once the desired task is completed, the page suggests other tasks to explore, and guide users' next steps from there.

 
 
 
 

Post-Interaction Strategy

After completing the welcome-back experience and performing tasks, users continue to receive personalized information through in-app notifications. Based on my research, I recommend that in-app notifications should aim to inspire users rather than pushing them to interact with the app.

The app also asks for feedback when users re-visit after the welcome-back experience. It is quick and simple, not disruptive to the experience.

 
 
 
 

Tying Everything Together

All wireframes are presented together in a map to provide an bird-eye view of the entire welcome-back experience. Viewers can quickly see how everything is linked together on the interface level.

A rough prototype is created, using the wireframes, to demonstrate the experience as well.

 
 
 
 

Additional Thoughts

In addition to the welcome-back experience, I see an opportunity in creating a supplementary product that would help solving the dormant user problem in the long run.

The idea is to create a hub of premium editorial and video content that would elevate Linkedin's brand and lead users to the app in more natural and effortless ways.