1. September 27, 2013L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
J e n n i f e r C o r d o va | K a i n i Z h o u | S y lv i a L e e

2. Product Description
LinkedIn Teams is a project management tool for business
professionals that allows for more open communication
between all team members. For sole proprietors to solicit
project help from other professionals. For professionals to
get in feedback on projects.
LinkedIn Teams
L i n k e d I n | P ro j e c t M a n ag e m e n t to o l

3. Product Description
A major user’s pain point is obtaining feedback from their
professional network on active projects.
Another pain point that professionals revealed is the need
to find team members to work on projects with, outside the
work environment.
LinkedIn wants to monetize and increase engagement by
providing more business-as-service opportunities.
The Challenge
L i n k e d I n | P ro j e c t M a n ag e m e n t to o l

4. Product Description
The Solution
Our solution is a Project Management Tool, built into LinkedIn,
that allows users to reach out to and get feedback from other
professionals in their LinkedIn network for project purposes.
Our goal is to encourage users to use LinkedIn services for not
only networking, but also for project management purposes.
L i n k e d I n | P ro j e c t M a n ag e m e n t to o l

5. Product Description
LinkedIn
OPPOrtunities
L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
business-as-service
opportunity
utilize linkedIn for daily
work needs
business platform and a
social network

6. L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Competitive Analysis
Competitive An alysis

7. Competitive An alysisL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Basecamp Lighthouse Google Docs Dropbox
task list
collaborative files
sharing files
assigning tasks
deadline/milestone
edition record
search function
chat
discussion/comment
member profile
newfeed
description of terms
ranking tasks/files
upcoming events

8. Method
We spoke with 5 people and asked them about how
they share information with teams in the office and
outside of the office.
We asked them to map out their work day and we
looked for moments when they were working with
team members.
User Researc h and Findin gsL i n k e d I n | P ro j e c t M a n ag e m e n t to o l

9. findings
Use other Means to Communicate
People don’t like to use pmt because they
rather send/share files across other channels.
On boarding Challenge
A challenge to get all team members on board with
using pmt. Once they all start to use it they find it
helps with communication.
LEARNING CURVE TO TRY NEW PRODUCTS
People show resistance or reluctance to learn pmt
because of learning curve and time investment.
Low engagement on LinkedIn
Use LinkedIn to check status and who’s looked
at their profile. User’s are unengaged with
branded content.
User Researc h and Findin gsL i n k e d I n | P ro j e c t M a n ag e m e n t to o l

10. Opportunities
Identified
Create an easy way to for LinkedIn professionals
to have access to a private project management tool.
User Researc h and Findin gsL i n k e d I n | P ro j e c t M a n ag e m e n t to o l

11. Opportunities
Identified
We identified three types of
potential users for this product:
Bloggers
Sole-Proprietors
Freelancers
User Researc h and Findin gsL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Office Jobs
Large Network
Person 1
Person 2
Person 3
Small Network
Sole-Proprietors
Primary
Secondary

12. PERSONASL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Personas

13. Ying Ying Lau, 32 Food Blogger, NY
social, ambitious,tech-savvy
“I carefully establish my LinkedIn profile
to show I am a pro food blogger.”
“I need a platform to keep in touch and
share files with other types of freelancers.”
Drivers
Simple and easy ways to share files
and keep everyone on the same page.
Concerns
Is everyone else on the platform?
ONLINE BEHAVIOR
PERSONASL i n k e d I n | P ro j e c t M a n ag e m e n t to o l

14. “Everyone in this studio needs to be
on the same page, when we are getting
ready for a shoot.”
“Organization and efficiency is key.”
Drivers
Extremely efficient project management
for me and my team when we are preparing
for a shoot.
When I need feedback on my scripts from
professional collegues I want a forum I can trust.
Concerns
Resistance from team to use the pm tools consistantly.
ONLINE BEHAVIOR
PERSONASL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Javier Cruz, 35 Director, L.A.CA
busy, on his own schedule, and ambitious

15. Scen ariosL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
scenarios

16. scen ariosL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Food Blog Conference
Ying Ying is organizing a food blogging
conference. She wants to get all the other
speakers on board with what is going on
for the event.
LinkedIn has notified her of the new team
feature. She creates a group, invites guest
speakers, shares the schedule, the
conference theme and uploads a files for
the speakers to review.
Core Product Experience
Starting disucussions
Connecting with people from your
professional network
Uploading files and deleting files

17. USER FLOWL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
USER FLOW

18. USER FLOWL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Create a Team

19. Iterations 1 & 2L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Iterations 1 & 2

20. Method
The team tested the usability of creating and
working with teams.
Findings
4 out of 5 found teams a good place to work and
be organized.
5 our of 5 found events not useful as it’s own tab.
Opportunities Identified
Move forward with teams next to invitation tab.
ITERATION 1L i n k e d I n | P ro j e c t M a n ag e m e n t to o l

21. INTERATION 2L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Method
The team tested the usability of creating and
working with teams with a higher-fidelity
prototype.
Findings
4 out of 5 found organizer and icon to be
confusing
5 our of 5 found secondary panel not useful.
Opportunities Identified
Remove organizer language and simplify
architecture.

22. Key screens & featuresL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Key Screens & Features

23. key Screens | Home PageL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
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New feature notification
New Icon
A written description of a new
feature in the product. This is one
time description that is permanently
removed after user clicks the button.
An visual icon to show where the
new product is located.

24. Sub-navigation bar
Teams
This bar provides you access to the
list of teams you are in, and all files
from all teams.
A list of teams you are in, with their
names, brief description, and team
pictures.
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L i n k e d I n | P ro j e c t M a n ag e m e n t to o l key Screens | Team Page

25. L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Teams
Click Create
Sends an invite to the people
you want to be in your team
Click the button to create a team
A list of teams you are in, with their
names, brief description, and team
pictures.
Name the team, describe the team
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key Screens | Addin g a Team M em b er

26. L i n k e d I n | P ro j e c t M a n ag e m e n t to o l
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Functional Features
Activity Log
Sub Navigation Bar
Click to view older updates.
provides access to all the members and files
immediately without going through the
Activity Log.
Post an update, add a document,
and add members.
Helps you to keep updated about your
progress.
key Screens | Activit y Log

27. Thank youL i n k e d I n | P ro j e c t M a n ag e m e n t to o l
Thank you
K a i n i Z h o u | s y lv e e 1 6 @ g m a i l . c o m
J e n n i f e r C o r d o va | j e n n i f e r v c o r d o va @ g m a i l . c o m h t t p : / / s h a r e . a x u r e . c o m / F 7 N 7 H B /
S y lv i a L e e | k a i n i z h o u @ g m a i l . c o m