MICAH ALPERNUX Design Leader

I was a senior design manager at LinkedIn.

Previously I was director of user experience at Yahoo!, a founding member of the IxDA, and a design lead at eBay.

I was a senior design manager at LinkedIn.

I spent the last two 2.5 years building LinkedIn’s mobile design team and user experiences.

2010 - present

I want to share some of that story.. the journey of the team, our members, the apps, the adoption, and the team culture.

design ethos team leadership

2010 - present

The nature of work is changing...

It use to be one person sitting behind a desk 8 hours a day.

Now work happens anytime, anywhere, 24x7.

!

It needs to be coordinated seamlessly between groups of people, organizations, and devices.

LinkedIn is about connecting the worlds professionals

• Presenting yourself to others

• Meeting people

• Being better at what you do

Aspire to a daily use case

THE APP, 2.5 YEARS AGO...

2010

3% of site traffic

1 iPhone app

1 designer

TODAY

43% of site traffic

7 platforms

9 designers

Mobilizing the company

Today

Design Ethos• Members first

• Simplify

• Craftsmanship & Magic

• Emotion

• Data informed

Phone

2010

3% of site traffic

1 iPhone app

1 designer

Be better at what you do.

An everyday use case.

!

Stream as center stage

Simplify2011

Re-imagined & Simplified

Craftsmanship

New Navigation & IA

Simplify2011

Tablet

iPad is for leaders +75% more VPs, CXOs, and Directors

Wake Up Call Prime Time TV

Who:

When:

2012

Coffee & Couch

Calendar

Rich stream

Unified design language

2012

War rooms are a great way to focus

Back to phone

The iPhone app that turns business cards into contacts

CardMunch

Windows Phone 7 Join the company beta go/windowsphone

+48% Stream PVs

+74% Comments

+44% Likes

Alto Launch: In the Know on the Go

(1,010)“This version is so much better it’s hard to believe we’re talking about the same app.” - appstore review

+64% Article Views

+53% Profile Edits

2013

SHAKEto send

feedback

Beautiful & engagingUPDATES

+30% Stream page views+60% article views

Lifts per weekly UU

a

b

c

Comment...

Comment clicks

Shares

Likes

.

.

.

.

.

.

.

.

.

.

.

.

.. .

. . .

. . .

a

b

c

a b c

Comment...

CTR has been 6x-9x that of desktop

Sponsored Updates in the stream

PersonalizationLess clicks away

NAVIGATIONEasier accessibility

+30% higher nav engagement

PROFILEClearer primary action

+50% in profile edits

+25% invitations from profile

Signature moments

Animation can orient, connect, and delight

Signature moments

Animation can orient, connect, and delight

Masters of attention

!

Construct reality

!

Painstaking detail andcraftsmanship

‘The real point of magic’, said Teller is ‘telling a beautiful lie.’

Back to Tablet

2013

WHERE WE’RE GOING...

MOBILE MOMENT

0%#10%#20%#30%#40%#50%#60%#

Mobile#Uniques#/#Total#Uniques#(Weekly)#Mobile Uniques / Total Uniques (Weekly)

2010 2011 2012 2013 2014

Was: 3%

MOBILE MOMENT

0%#10%#20%#30%#40%#50%#60%#

Mobile#Uniques#/#Total#Uniques#(Weekly)#Mobile Uniques / Total Uniques (Weekly)

2010 2011 2012 2013 2014

Today: 38%

OMG

Be Truly Mobile

Phone v2 (Alto)iPad v1 Launch

Win as a team

iPhone Launch

• I believe great products are a sideeffect of a great team.

• Cross functionally living & working

• If you’re not having fun you’re doing it wrong

Win as a team

Micah Alpern linkedin.com/in/malpern malpern (twitter)malpern@alpern.org