Streamlining Connections: Usability Insights for LinkedIn's Mobile App
This project is a detailed usability evaluation of the LinkedIn mobile application, focusing on user experience and service design. The primary goal was to explore users' emotional responses, perceptions, and satisfaction when performing tasks on the app, while also identifying areas for potential improvement. The project was developed as part of a case study that examined how well the app's features supported users in achieving their objectives, specifically when seeking employment or networking.
The study sought to understand how users interact with LinkedIn's mobile interface and what challenges they face when using the platform for professional networking and job hunting. As LinkedIn is one of the world’s largest professional networking platforms, the user experience on its mobile app plays a significant role in maintaining engagement and satisfaction. The project ultimately aimed to provide actionable recommendations for improving the app’s user experience.
The study
The evaluation was conducted using a cooperative evaluation method that involved real users completing specific tasks on the LinkedIn mobile app. This method allows researchers to capture both user performance and verbal feedback, making it possible to identify usability issues while gaining insight into users' emotional responses to the app. Participants were encouraged to talk through their thought processes as they navigated the app, which provided valuable qualitative data on the challenges they encountered.
LinkedIn Logo.
Three core tasks were selected to evaluate LinkedIn’s performance in helping users find job opportunities, connect with people, and manage saved posts. The tasks included searching and applying for jobs, connecting with professionals in their industry, and saving, finding, and reposting a previously saved post. Each task had a time limit, and participants’ interactions with the app were recorded for further analysis. Following the cooperative evaluation, participants completed an AttrakDiff survey to assess both the hedonic and pragmatic qualities of the app, providing insights into its usability and emotional appeal.
The combination of task-based evaluation and the AttrakDiff tool provided a holistic view of LinkedIn’s mobile app performance, capturing not only how effectively users could complete tasks but also their emotional reactions to the experience.
Why, Why, Why ?
The purpose of this project was to assess LinkedIn’s mobile app usability through the lens of user experience, with a particular focus on user satisfaction and emotional responses. LinkedIn’s web platform has already been evaluated extensively in previous studies, but its mobile app, which has become increasingly important for professionals on the go, had not received the same level of scrutiny. By focusing on the mobile app, this study aimed to identify pain points and opportunities for improvement that would enhance the overall user experience.
As LinkedIn is widely used by job seekers and professionals looking to network, it is crucial that the app provides an intuitive and seamless experience. This study was designed to go beyond traditional usability assessments by examining users’ emotional engagement with the platform. Emotional responses, such as frustration or delight, can significantly impact a user’s willingness to continue using an app, which is why capturing these reactions was a key aspect of the research. Ultimately, the goal was to provide recommendations that would help LinkedIn improve user retention and satisfaction.
Additionally, the project sought to address specific issues identified in earlier studies. For example, while LinkedIn’s web platform had been shown to offer a generally positive user experience, the mobile app presented unique challenges due to its smaller screen size and different navigation patterns. This study aimed to provide a detailed analysis of how the mobile app could be optimized to better meet users' needs.
Intersting stuff
Research and Concept Development
Participant Overview.
The first step in this project was conducting user research to understand the demographic and behavior of LinkedIn mobile users. The study focused on postgraduate students between the ages of 20 and 24, many of whom were actively seeking jobs and networking opportunities as they prepared to enter the workforce. The sample size consisted of 10 participants, with a diverse mix of nationalities and professional interests. This user group was ideal for the study because they represent a key demographic for LinkedIn—early-career professionals who rely heavily on the
Secondary Research.
The research phase also involved a detailed review of existing studies on LinkedIn’s usability. Previous studies had focused primarily on the web platform, leaving a gap in the literature regarding the mobile app’s performance. We reviewed the findings from these studies to identify known usability issues and ensure that our evaluation methods were aligned with best practices. The insights from these initial research efforts helped us define the objectives of the study and informed the selection of tasks for the evaluation.
Methods and Tools Considered.
The cooperative evaluation method was chosen for its ability to capture both quantitative and qualitative data. This method allowed us to observe participants as they navigated the app, providing real-time feedback on the challenges they faced. It also facilitated open-ended discussions, which revealed deeper insights into users’ emotional reactions to the app.
Conducting the Usability Evaluation
Tasks Given.
Once the research was complete, we moved on to conducting the actual evaluation. Participants were given three tasks to complete: finding and applying for a job, connecting with a professional, and saving and reposting a post. Each task was carefully chosen to reflect the most common use cases for LinkedIn’s mobile app. The tasks were designed to assess how easily users could navigate the app and whether any usability issues hindered their ability to complete the tasks within the allotted time.
The Overall Process.
Before starting, participants were briefed on the purpose of the evaluation and asked to sign consent forms. Each session was recorded for later analysis, and participants were encouraged to verbalize their thoughts as they performed each task. This “think aloud” method was particularly effective in identifying points of confusion or frustration, as users often expressed their difficulties in real time.
Selected Methods and Tools.
The tasks were conducted on an iPhone 11 running the latest version of the LinkedIn mobile app. Following the task completion, participants were asked to fill out an AttrakDiff survey, which provided additional insights into their emotional responses and perceptions of the app’s design.
Findings and Data Analysis
Cooperative Evaluation Findings.
The data collected from the cooperative evaluation revealed several key findings. While most participants were able to complete the first task (finding and applying for a job) without significant issues, there was confusion regarding the “connect” versus “follow” functions. Four participants struggled to locate the “connect” button, which was buried within the profile’s overflow menu. This caused delays and frustration, as participants mistakenly clicked “follow” instead of “connect.”
AttrakDiff Findings.
The third task—saving, finding, and reposting a post—proved to be the most challenging. None of the participants were able to complete the task within the time limit, primarily because the saved post feature was difficult to locate. Participants noted that the feature was hidden under several layers of navigation, making it inaccessible even for experienced users. This finding highlighted a significant usability issue, as users expected the saved posts to be easily accessible from the main menu.
AttrakDiff Findings.
The AttrakDiff survey results showed that while LinkedIn’s mobile app was perceived as professional and functional, it lacked the emotional appeal and excitement that users look for in modern apps. The app scored moderately in terms of pragmatic quality (ease of use), but its hedonic quality (emotional appeal) was rated lower, indicating that users found it somewhat dull and uninspiring. The app’s attractiveness was rated slightly above average, but participants felt that there was room for improvement in terms of making the app more engaging.
AttrakDiff Findings.
Final Recommendations
Conclusion.
Based on the findings, several recommendations were made to improve LinkedIn’s mobile app. First, the distinction between the “connect” and “follow” functions should be made clearer. One solution would be to move the “connect” button to a more prominent position on the user profile, reducing the likelihood of confusion. Additionally, the saved post feature should be made more accessible by placing it in the main navigation menu, similar to its placement on the web platform.
Suggestions for Improvements.
Another recommendation was to improve the app’s hedonic quality by introducing more engaging features, such as interactive tutorials or personalized onboarding experiences for new users. Adding subtle animations and transitions could also enhance the emotional appeal of the app, making it more enjoyable to use.
Overall, the study concluded that while LinkedIn’s mobile app does not suffer from major usability issues, there are opportunities to enhance the user experience by simplifying navigation and adding more engaging design elements. Implementing these changes could significantly improve user satisfaction and retention, particularly among younger, tech-savvy professionals.