LINKEDIN LEARNING VIDEOS IN FEED

 mobile design, prototyping, content design, product strategy, interface layout, interaction design, user experience, user research

This is a current project I’m working on in its initial phases.

My Role

  • Leading interaction and visual design, prototyping various solutions, influencing overall strategy

  • Working cross-functionally with design, research, product, engineering, analytics, and content designd

Problem Statement & Opportunity

We have a deep-seated belief that we can help more LinkedIn members develop skills if we match the right content in the right modality to the learner based on the channel they are engaging in. With the LinkedIn Feed channel, we believe that the right modality is videos, not necessarily courses.

The Job to be Done

The job to be done here is nudging members to watch learning videos in the flow of browsing (the feed) itself and acquire skills potentially on a more frequent basis. We are testing with nano modality (short videos) to begin with but if this works we can extend the concept of videos you might be interested in (VYMBII) to other video/content types.

Research Discovery

An analysis was performed to determine what kind (styles, subjects, etc.) of intro videos best engage members through the feed feature, courses you might be interested in (CYMBII). The most relevant findings were as follows:

  • Career development courses vastly outperform others, with 21 of our top 25 performing courses coming from this subject.

  • Nano-learning (short form content) vastly outperforms all other production styles, with a 50% higher % of plays > 10s than the 2nd highest category.

  • In general, Nano learning courses are more engaging than comparable courses, especially on LinkedIn as opposed to LinkedIn Learning

Hypothesis

Short-form videos that we surface to learners as part of VYMBII will be materially more engaging to stop learners in feed to consume learning content relative to CYMBII welcome videos and courses.

CYMBII vs. VYMBII

CYMBII:

  • Courses you might be interested in

Prototype & Testing

1 - Focusing the homepage on edges

Showing the learner content they are assigned, have watched, followed, saved, or subscribed

2 - Encourage edge building with evolving content

Recommending skills to follow, series to subscribe to, and content to watch next rather than generic recommendations    

3 - Provide inspiration when no obvious explicit action

Show top trending content after a member’s explicit interests are surfaced

4 - All content has an edge building CTA

Each card will prioritize watching, subscribing, or saving 

5 - Updated navigation

  • Parity with web

  • “Home” - highest priority actions

  • “Recommended” - moved to integrated search & browse experience

  • “Notifications” - timely alerts

  • “My Learning” - more personalized collection of all learner’s content

Future Homepage Work & New Design System

  • Based off of results, proposed long term solution and vision:

    • Update and add to the existing mobile cards

    • Contextual prompts for following and saving content to provide more personalized recommendations

    • Encourage community building through instructor follows, shares, communal learning

  • Excited about vision and context for new web homepage, updated universal cards & new design system

Results

  • +21% lift in time watched (deep learning)

  • +2% lift in retention metrics 

  • +14% lift in engagement 

    • Consumer learners focus on skill-based content 

    • Enterprise focus on WFH, unconscious bias, and communication content

    • Premium focus on interview, celebrity, and skill-based content