600%

increase in monthly research activities

Drove premium
membership conversion

Informed the redesign
of linkedin.com

Overview

As part of their Members First core value, LinkedIn, the world’s number one professional network, engages with 68,000 members through seven insight community programs to help drive strategic, member-centric product decisions.

Fast facts

Industry
Technology & telecom
Category
Marketing
Use cases
Concept testing
Product development
UX
CX
Key benefits
Speed of insight
Stakeholder collaboration
Agility
Efficiency

Business challenge

With a strong desire from CEO Jeff Weiner to put members first, LinkedIn’s research team wanted a scalable way of harnessing member feedback to inform product development. Speed was a big requirement: the company needed member insight that traditional market research was often too late in delivering.

Solution

The Career Builders Community is made up of upwardly mobile professionals. Stakeholders across the company immediately saw the value of the insight from the platform, prompting LinkedIn to launch a series of multiple insight communities targeting unique audiences from product marketing to CX and many more. Today, LinkedIn’s marketing, product and engineering teams work closely with the research team to leverage agile insight in the product development process. For example, informing the desktop experience’s most significant redesign in 10 years, enabling product marketing to get qualitative feedback at scale and redesigning the LinkedIn app’s main menu. Ultimately, the communities deliver agile insight that boosts conversions, drives innovation and enhances the user experience.

Results

600%

increase in monthly research activities

Drove premium
membership conversion

Informed the redesign
of linkedin.com

Learn how other companies are using Vision Critical's customer intelligence platform

Learn how you can use customer feedback to develop better products just like LinkedIn.