This project was intended to improve the user experience for LinkedIn’s customers. I worked on this project with a team of 5 during my program with Koru. We all had the same role, however because of my design knowledge I designed the wireframes and mockups for this project.

The Problem

Users were not utilizing LinkedIn’s customer service site according to LinkedIn’s expectations. LinkedIn wanted to find a way for users to go to their customer service site before users search for their answers pertaining to their LinkedIn account on third party sites.


Find out the current user experience of LinkedIn’s users and identify pain points and frustrations. Create a solution to improve the user experience within customer experience site.

User Research

My team wanted to start by collecting qualitative data from a sample size of LinkedIn’s users. However, we were not allowed to mention LinkedIn when collecting data due to a nondisclosure agreement that we signed. Instead, we decided to collect data based on a person’s general experience with customer service. We were able to collect data from 70 people via our Google survey and in the streets of San Francisco. We used design thinking as our method to obtain insights from our data. We categorized the quotes and stories from our respondents based on common phrases or occurrences. We were able to discover that our respondents preferred little to no human interaction when it came to solving their issues and that the majority of respondents became frustrated if they could not find an answer within 2 clicks of a website.

User Persona

We created user stories to illustrate our respondent’s experience with both good and subpar customer experience. We also highlighted real examples of what our respondents said that resonated with LinkedIn’s problem. You can find our user persona below.

Our Solution

We wanted to redesign the customer experience site especially the home page. We also wanted to redesign how the answers were displayed to ensure users were able to find the answers quickly and seamlessly.

Minimal Viable Product

Before we could continue with our solution, we needed to make sure we created a minimal viable product to ensure we were proposing the essential wants of the users. Below you can find our minimal viable product (MVP).

  • Make sure the search experience is seamless and intelligent. We wanted to make sure the search bar suggested questions to our users that were related to their keywords.
  • Display the top 10 most common questions on the home page and have the user see the answer in no more than 2 clicks.


The next step was creating wireframes to determine the information architecture and to make sure minimal viable product was met. Below you can see the wireframes I created using Sketch. Due to time constraints, I was only able to do wireframes for our MVP.

High Fidelity Mockups

Below you can see our high fidelity mockups after creating and modifying our mockups. I created the mockups using Sketch.


We presented our findings to a few LinkedIn executives. Overall we received positive feedback on our solution. They suggested we incorporate a ticket submission form or a chatbot to appear after the user has executed 2 clicks.