LinkedIn Sales Navigator - Discovery

LinkedIn
Sales Navigator - Discovery

Leverage your network and relationships to boost your sales efficiency.

Leverage your network and relationships to boost your sales efficiency.

iOS APPLICATION

iOS APPLICATION

Role: Lead designer closely collaborating with Design team, Product Managers and Mobile Engineering teams
Timeline: End of 2016 - early 2017
Scope: Brand new feature
Client: LinkedIn Sales Navigator

The Problem / Opportunity

The Problem / Opportunity

Prospecting and finding the right leads can be extremely time consuming process. We saw an opportunity to leverage the user’s behaviour on the Sales Navigator & LinkedIn platform as well as use their Sales Preferences* to gamify the hunt for the new leads and serve them new leads and accounts on the daily basis.

We used Discovery as mobile first feature approach to quickly validate the concept. Mobile Engineering team had a lighter sprint and me and my PM were very passionate about opportunity to build, validate and itterate much faster compared to the desktop.

We leveraged the fact that our users visit the platform daily, to search and browse through the results to find the most relevant prospects. Our goal was to save 2.5 leads and 1 account per day on average. 

Prospecting and finding the right leads can be extremely time consuming process. We saw an opportunity to leverage the user’s behaviour on the Sales Navigator & LinkedIn platform as well as use their Sales Preferences* to gamify the hunt for the new leads and serve them new leads and accounts on the daily basis. We used Discovery as a mobile first approach and validate the concept on the mobile platform first. We wanted to leverage well known fact that people come to platform to search for new leads and they always use the criteria and browse through the results to find most relevant leads.

* Sales Preferences are pre-defined sets of criteria where sales people target leads within specific location, industry, seniority, etc.

* Sales Preferences are pre-defined set of criterias, where Sales people can target leads within specific location, industry, seniority, department, etc. Some Sales Developement representatives can only target "Named Accounts" which is a collection of specific Accounts in specific location. Different sales reps are responsible for different locations and different accounts.

Hypothesis

User Goal

Discovery feature in LinkedIn Sales Navigator will create a daily habit for our users to come and collect most relevant leads and accounts via relevant recommendations. New recommendations will be served to the user every 24 hours. This way our users will be receiving recommendations every day to find, save and create new opportunities for their businesses.

Discovery feature in LinkedIn Sales Navigator will create a daily habit for our users to come and collect most relevant leads and accounts via quality relevant recommendations. New recommendations will be recommended to the user every 24 hours. This way our users will be be receiving recommendations every day to find, save and create a new opportunity for their businesses.

Research, Competitive Analysis & Audience

Research, Competitive Analysis & Target user base.

The Audience for Discovery are sales development representatives (Mainly hunters*) who are responsible for finding and evaluting new prospects. Hunters have historically strong preference for desktop-first products. During our research we saw a huge opportunity to win the mobile space. All of our users use their mobile phones on the daily basis. Especially when they are on the move, commute or on the way to the meeting with their clients. Simplicity, speed and relevance are the key factors. 

Biggest competitor for LinkedIn Sales Navigator is free LinkedIn.

The target user base of LinkedIn Sales Navigator are sales professionals (Mainly hunters) who are responsible for finding and evalute new prospects, nourish their existing relationships with customers and expand their buyers circle. These users have a strong preference for desktop-first (usually several screens), but there is a huge opportunity to win a mobile space. All of them use their mobile phones on the daily basis, especially when they are on the move, commute or on the way to the meeting with potential clients. Simplicity, speed and relevance are key factors. 

Biggest competetor for LinkedIn Sales Navigator is free LinkedIn.

There are two categories of the sales people. First category are Hunters, they are responsible for the finding and evaluating the new prospects and trying to get warm path into potential new client. The second category are Farmers, variety of sales roles who are responsible for nourishing existing relationships with their clients. They are usually also responsible for upsell process and renewals.

* Sales Preferences are pre-defined set of criterias, where Sales people can target leads within specific location, industry, seniority, department, etc. Some Sales Developement representatives can only target "Named Accounts" which is a collection of specific Accounts in specific location. Different sales reps are responsible for different locations and different accounts.

Target Persona

Early wireframe exploration prior to initial research.

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We ran 3 rounds of research (internal & external)

Early wireframe exploration prior to initial research.

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Key Findings

Early wireframe exploration prior to initial research.

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“Powerful information!
I could spend hours here.”
Rachel

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Oh wow cards are nice because I feel like I can go through [the limited number] and accomplish something.”
Mark

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“This would become a habit.”
Dionne

Early prototypes

Early prototypes

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Early concepts for horizontal and vertical explore model.  We were curious to see how people are going to interact with either of the flows, knowing the fact mobile users are used to scroll vertically more heavily than horizontally.

Creating various options to show recommended leads and accounts.

After first round of research adjustments

Early wireframes and design explorations for Discovery

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After first round of interal research we have adjusted the concepts based on our users feedback. We separated Accounts and Leads modules. We also decided to surface "warm path in"  for both Accounts as well as Leads modules.


Creating various options to show recommended leads and accounts.

Second round of research concepts

Second round of landing experience concepts

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Another round of concepts were leading with recommended Accounts (Companies) based on the feedback we received from another group of participants. They wanted to evaluate the company first in order to see if they are worth investigating more. Once company was defined as a right fit and saved, we surfaced next best action to the user, best potential leads.

Creating various options to show recommended leads and accounts.

Information architecture exploration of the Lead & Account screens

Early wireframes and design explorations for Discovery

Explored variants of data structures, starting with Lead entity and surfacing what is more important for the sales person to evalute.
"Connectivity Strength" module shown strategically above the main CTA's on the lower part of the screen.

Creating various options to show recommended leads and accounts.

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Context and control. Assuming our recommendations were relevant, users wanted context on them. First, they wanted to know how they were related to their existing Leads and Accounts. Then, they wanted to know: Whether the Lead worked at an Account (Company information surfaced, size, industry, amount of emplouyees) that fit their sales parameters Details on the Lead’s job description (Their current title at their role) Relationship insights (how they are connected; who else they know = Shared Connection & TeamLink connections)

Creating various options to show recommended leads and accounts.

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Starting and finishing states - Closing the loop.

Starting and finnished states - closing the loop.

Simple on-boarding interaction showing user how to interact with the recommendation cards. At the other end of the funnel inorming user that there is a new batch of recommended leads & accounts coming in X time after they have gone through all their dailly recommendations.

Creating various options to show recommended leads and accounts.

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Card interactions prototype

Full prototype coming soon...

Card interaction intro

Full prototype coming soon...

Shipped Product

Final Design

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Impact

Impact

Two months after the launch of Discovery for iOS we saw an average 3.8 Leads saved per 5 daily recommendations. Saved Accounts average was 1.2 and they weren't performing as strong as Leads. We were extremely happy to beat our initial goal on the Lead by 1.3 more Lead saved per day. Going forward we adjusted the number of leads versus accounts based on the specific user behavior. Ability to customize and receive either or only one type of recommendations was discussed but after further considerations it wasn't implemented. 4 months after the launch on iOS, we have designed and extended the experience onto Android platform.

Two months after the launch of Discovery for iOS we saw an average 3.8 Leads saved per 5 daily recommendations. Saved Accounts average was 1.2 and they weren't performing as strong as Leads. Going forward we adjusted a number of leads versus accounts based on the specific behaviour of the user. Ability to customize and receive either or only one type of recommendations was discussed but after further discussions wasn't implemented. After 4 months of the launch on iOS, we have designed and build the same and slightly improved experience also for our Android platform.

Projects

LinkedIn Sales Navigator - DiscoveryiOS Application Design

Voxer - Walkie Talkie iOSiOS Application Design

Various other ProjectsMobile & Web Application Design

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