LinkedIn claims to be the “world’s largest professional network,” with more than 630 million users in 200 countries.
Professionals are LinkedIn’s primary and most valued users. Their data is the product the company sells to its other customers.
Users average 17 mins/month on LinkedIn vs. 2+ hrs/day on social media in general.
LinkedIn wants users to engage the platform consistently.
LinkedIn has identified that as a member’s network grows, it can be difficult to remember and properly associate all of the connections.
Goals of research
Verify that users are struggling to remember their connections.
Understand what users want to be able to do, why, and what common memorable attributes they use to recall connections.
Understand how other platforms support connection recall.
What would make LinkedIn more valuable to users?
User interviews revealed that professionals who use LinkedIn:
Struggle to remember how they know some of their contacts.
Have difficulty finding contacts if they don’t recall the contact’s name or company.
Wish they could add relational information at the time they make a connection.
Want a way to understand the history of their interactions with their connections.