Less Hurdles. More Happy. Cultivating Innovative Product Design.

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As a Manager of UX Design at LinkedIn, I'd like to share my personal design and leadership philosophy of “less hurdles, more happy” and deep dive on 3 principles that drive innovation in design, brand and culture at a successful company. While innovation is often perceived as this instantaneous game changing event, I believe innovation can be achieved by significant positive change that drives towards a grand vision over time. Here are some of LinkedIn’s most significant positive changes, before and after stories that yielded successful results, and specific ideas on how you can cultivate innovative product design at your company.

Published in: Design, Technology, Business

Less Hurdles. More Happy. Cultivating Innovative Product Design.

  1. 1. Less Hurdles. More Happy. CULTIVATING INNOVATIVE PRODUCT DESIGN Digital Web and Design Innovation Summit | 9.19.2013 Lea Ann Hutter | User Experience Design Manager, LinkedIn linkedin.com/in/lahutter @lahutter
  2. 2. 3 principles that drive innovation in design, brand and culture at a successful company. Less Hurdles. More Happy.
  3. 3. Hi!
  4. 4. Startups & Studios. Teacher & Leader. Let’s change the world together!
  5. 5. What drives me Less hurdles.
  6. 6. Less hurdles. More happy. What drives me
  7. 7. Simplify. Aspire. Transform. What drives LinkedIn
  8. 8. Simplify: Design. “Innovation is a series of small wins along a truly disruptive trajectory.” - Deep Nishar, SVP Product and User Experience, LinkedIn
  9. 9. Pre-Simplify 2009 Start page Update feed
  10. 10. Simplify 2011 Reduce 9 sections to 4, new design, changed start page to feed for higher engagement
  11. 11. Today 2013 Customizable nav, cleaner design, more delightful interactions, even higher engagement
  12. 12. Desktop: Pre-Simplify 2009 The vision: transform the profile into a reflection of your professional identity
  13. 13. Simplify Desktop: Guided Editing 2012 Improved UX makes editing easy, increased profile completion
  14. 14. Simplify Desktop: New Top Card 2012 Move main call to action button next to larger photo, increased all button actions
  15. 15. Simplify Desktop: Portfolio 2012 New Feature: Add rich content and associate with Summary, Education or any position
  16. 16. Simplify Desktop: Skills 2012 New Feature: Add endorsable skills to represent your professional qualifications
  17. 17. DaVinci: Internal tool for Design Patterns, Code, and Voice & Tone Guidelines
  18. 18. DaVinci: example of Design Patterns
  19. 19. DaVinci: example of Design Patterns Members first. Leapfrog iteration. Details matter. Simplify: Design.
  20. 20. Aspire: Brand. “Vision is the dream. A company’s true north. It’s what you constantly need to be aspiring to.” - Jeff Weiner, CEO, LinkedIn
  21. 21. Our Vision 2011 The vision: not just find a new job, but help you be great at your current job
  22. 22. First LinkedIn Today News in Feed 2011 Top 3 headlines lead the home page, links to standalone product
  23. 23. First LinkedIn Today Product 2011 Headlines that your connections, peers and industry are talking about
  24. 24. Content Ecosystem Evolution 2012 Brand new design for LinkedIn Today news on desktop and mobile
  25. 25. Influencers 2012 Follow over 400 global thought leaders sharing professional wisdom
  26. 26. Follow over 400 global thought leaders sharing professional wisdom Influencers 2012 Richard Branson +2M followers Bill Gates +1M PVs in 48 hrs The average Influencer post receives +20k views.
  27. 27. iPad for “Coffee and Couch” 2012 Kickstart your day and catch up in the evening with your network and industry news
  28. 28. Extend Reach 2013 Elegant aggregator of your favorite blogs, magazines and social network updates
  29. 29. Extend Reach 2013 Elegant aggregator of your favorite blogs, magazines and social network updates Clear intention. Expand perception. Opportunity for all. Aspire: Brand.
  30. 30. Transform: Culture. “We hire on culture. The culture becomes the brand.” - Steve Johnson, VP User Experience Design, LinkedIn
  31. 31. Eat. Hack. Sleep.
  32. 32. LinkedIn Labs Internal Hackday winners and experimental projects
  33. 33. LinkedIn Labs Internal Hackday winners and experimental projects Year in Review November 2010 Hackday Winner The most popular email in LinkedIn history. A visual representation of everyone in your network who changed jobs in a given year. http://yearinreview.linkedinlabs.com
  34. 34. Year in Review Email: Hackday design 2011
  35. 35. Year in Review Email: new design 2013
  36. 36. Hackday goes global, women, veterans, interns
  37. 37. Takes Hackday to the next level with more time and support to bring your product vision to life
  38. 38. Incubator: Executive Judges
  39. 39. Incubator: Executive Mentors
  40. 40. Incubator Products Hopscotch, an open sourced site touring platform
  41. 41. Incubator Products Go/book, an easier way to book conference rooms
  42. 42. Engage & inspire. Attract & retain talent. Accelerate innovation. Transform: Culture.
  43. 43. Create effortless experiences for your company, your users, and the world. Less Hurdles. More Happy.
  44. 44. Thanks! Digital Web and Design Innovation Summit | 9.19.2013 Lea Ann Hutter | User Experience Design Manager, LinkedIn linkedin.com/in/lahutter @lahutter

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