User persona of Linkdin

A.Recognizing the Problem

A few months after launching a new social media platform, I noticed a dip in user engagement: fewer posts were being shared, fewer comments appeared, and overall interactions declined. This signaled an underlying gap between user expectations and the actual experience being offered. The first step was to identify the specific areas where users were feeling disengaged—whether that stemmed from complicated navigation, irrelevant content, or uncertainty about how to interact on the platform.

B. Choosing LinkedIn as a Benchmark

In seeking a professional network model that fosters consistent and meaningful engagement, LinkedIn naturally stood out. It excels at connecting individuals based on career development, industry insights, and networking aspirations. By studying LinkedIn, I gained insights into:

• How a platform balances personal branding and professional discourse.

• Methods for highlighting relevant content (e.g., industry posts, job updates).

• Strategies for motivating users to share achievements, connect with peers, and contribute expert knowledge.

Because LinkedIn is a leading professional social network, it offered a strong template for understanding how to design features that encourage active, purposeful participation.

C. Conducting User Research

To tackle the engagement dip effectively, I conducted user interviews, surveys, and observational research—focusing on what drives LinkedIn users to interact often, and what might be missing from the new platform. The findings helped clarify that:

• Personalization matters: Users value curated job suggestions, relevant content, and industry-specific discussions.

• Confidence-building is key: Many users hesitate to post or comment for fear of seeming unprofessional.

• Mobile-first design: People often browse on-the-go, so a seamless mobile experience is critical.

D. Synthesizing Insights and Adapting

With LinkedIn as a reference point, it became clear that addressing user concerns and pain points required:

• Targeted Features that streamline feed content (filtering and personalization).

• User Onboarding & Guides that boost posting confidence and clarify platform benefits.

• Community-Oriented Tools (groups, events, mentorship options) to encourage more genuine, frequent engagement.

E. Defining the Project’s Direction

By blending the new platform’s existing features with proven practices observed on LinkedIn, you shaped a project strategy aimed at re-engaging users through intuitive design and meaningful interactions. The aim was not to copy LinkedIn’s entire model but to adapt the elements that drive professional engagement—such as career-based connections, well-curated content, and tools for sharing achievements—while remaining true to the platform’s unique value proposition.

F. Why LinkedIn?

In essence, LinkedIn was chosen because it:

• Showcases how professionals engage around work topics and career growth.

• Offers a strong sense of purpose that keeps users returning (unlike purely social platforms).

• Proves the value of targeted networking and relevant content curation.

Drawing on these insights, i sought to create a platform that captures the best aspects of LinkedIn’s professional engagement while addressing the particular needs of the user base. This approach ensures that i redesigned platform remains relevant, purposeful, and appealing in the long run.