Conducting a diary study to reinvision LinkedIn's guest, onboarding and new member experience

• Business Context: The LinkedIn team aimed to better attract, onboard, and retain new LinkedIn members over their first month on the platform. • My Approach: Because so many product areas influence the new member experience, I worked collaboratively with several other UX researchers across different product areas to conduct a robust, international diary study that followed participants across many key member segments from the guest experience to onboarding and sign up, and across their first month using the platform. We included 11 product areas as part of this study and had over 100 internal stakeholders involved. • Key Insights: This study resulted in an interactive journey map artifact that followed new members as they explored LinkedIn's guest experience, signed up for LinkedIn tracked their natural behavior and feature exploration over their first month on the platform. It helped us understand value drivers that helped retain new members, as well as pain points that drove new members away from our platform. • Business Impact: This study drove improvements to LinkedIn's guest experience, sign up and new member onboarding flow, as well as common early features new members use like the LinkedIn Profile. These product changes boosted new member sign up and retention rates.