Redesigning Company Pages
(on LinkedIn)
Creating a marketplace product
Company pages on LinkedIn serve two primary customers: LinkedIn members (use the pages for research or buying) and page admins (run the pages to drive brand awareness & get leads).
Our objective for this redesign was to simplify the UI on company pages to enable LinkedIn members to consume the information they care about in a faster and more convenient way.
I took an audit of the existing tabs that existed on company pages, queried stats on the usage of each tab, and worked with my designer to cut down the default navigation of a company page from ten tabs to four tabs.
Redesigning the top card of each company page was a great opportunity to help pages stand out - this is the first thing you notice on each page!
We revamped this module by adding badging, social proof, and custom CTAs. Signals like “trending in software engineering”, “LinkedIn’s Top Startups 2022”, and “Actively hiring” add credibility to a page, and signal to the reader current goals the company may have. Social proof (“24 connections work here”, “Lucy follows this page”) help readers understand why a page may be relevant to them.
We gave page admins the ability to customize the secondary CTA of the page (i.e. Message, Visit site, View blog, Download report) to reduce friction between actions they want their followers to take.
A challenging part of this project was reimagining the navigation of one page to another on LinkedIn. We really cared about helping members discover similar pages they would be interested in based on signals we had collected on their interaction and profile data.
We added a “Related pages” module on the right rail of each company page, using our Knowledge Graph to recommend pages similar to the ones the user was currently on.
With this redesign, I also created a new “Featured content” module for page admins to curate their top content that best represents their brand (videos, news features, posts, etc.)
In the first quarter of launch, XXM pages used the new “Featured content” module to highlight content on their page.