Acted as Product manager for LinkedIn. Background analysis, Personas, user journey mapping, Agile methodologies

1. Assignment: Contextual Inquiry
Name: Amit Katyayan
Email ID: amitkatyayan07@gmail.com

2. User 1

3. User Information: 1
Name: Vikash Katyayan
Age: 30
City: Bengaluru
Occupation: Team Lead at J.P. Morgan Chase & Co
Marital Status: Married
Education Qualification: Masters in Business Administration (Finance)
Photograph of the user
Mobile Device OS: iOS
Preferred device for web access: Mobile
Preferred social networks: Facebook
Favourite Brands: Apple
Demographics
Technology

4. Venue of the contextual inquiry
aph
Venue details – Vikash’s study room

5. Details of the task performed
App Name: LinkedIn
Task:
✓ To find user experience about LinkedIn
✓ To understand user pain points, hurdles or distractions while using LinkedIn
✓ To know and capture moments of delight and disappointment.
Task details: User uses LinkedIn to find relevant jobs, stay updated by participating in groups/organizations
and to connect with right people.
You tube link to the video for the user:
https://www.youtube.com/watch?v=nOcpizjzaeM&feature=youtu.be

6. Notes for the contextual inquiry session
Question asked and the answers by the user
Q1. What are the challenges which you faced while using LinkedIn website?
Answer –
• I (user) am not able to find the relevant job of my interest and also the relevant industry connections
despite of my full profile updated on LinkedIn.
• Easy apply job option is not available for all jobs under job tab in LinkedIn.
• Sometimes when I am trying to apply for a job, it is taking up to other websites like iimjobs.com or to
respective company website where again filling details is painful.
Q2. What are the benefits of using LinkedIn for you?
Answer – I can use LinkedIn app on my mobile anytime. Also, I can post discussions on groups and get
recommendations and thus can build networks.

7. Notes for the contextual inquiry session
Distractions observed while using LinkedIn
• Vikash was not able to concentrate appropriately because his laptop battery was not charged
enough and a pop was coming out continuously to connect the charger which he actually forgot
in his office – This blocked him to apply for jobs which don’t have easy apply options due to time
constraint.
• One of his relative was not well so sometimes that person sneeze/cough distracts his attention.
• Sometimes there was a network/server issue and his LinkedIn website was not working properly
which affected the session recording as well.

8. Notes for the contextual inquiry session
Moments of delight:
• Vikash (user) was happy that he can access LinkedIn on his mobile also and can read new
notifications and messages anytime and anywhere.
• He can also post discussions on groups and get recommendations.
Moments of disappointment:
• Vikash was disappoint because he couldn’t apply for a job since he don’t have resume at hand.
• He was not getting relevant jobs and was getting few artificial intelligence/ engineering jobs,
however he is from finance background.
• Few locked users are there to whom he can’t send direct messages/connection request.

9. Your analysis of the session
Analysis:
Advantages of using LinkedIn:
• LinkedIn helps people to get involve in professional groups and build network after business hours.
• It helps people to reach out to companies who are viewing their profile and research about future Boss.
Disadvantages/pain points of using LinkedIn:
• Relevant job options are not available which limits many users to apply for a job of their interest.
• Advanced LinkedIn features cost money and any kind of distractions create distrust in user.
Areas of improvement:
• LinkedIn can send alerts to users if their headlines/skill set etc. are missing and not up to mark, ask to
delete any Jargons, and helps in sending autoconnection request basis work experience.

10. User 2

11. User Information: 2
Name: Pratik Bhaskar
Age: 26
City: Bengaluru
Occupation: Trainee android developer at Provab Technosoft Pvt. Ltd.
Marital Status: Unmarried
Education Qualification: B.Tech, Computer Science
Photograph of the user
Mobile Device OS: Android
Preferred device for web access: Mobile
Preferred social networks: Facebook, Snapchat
Favourite Brands: Samsung, OPPO.
Demographics
Technology

12. Venue of the contextual inquiry
Venue Photograph
Venue details – Pratik’s study room

13. Details of the task performed
App Name: LinkedIn
Task:
✓ To find user experience about LinkedIn
✓ To understand user pain points, hurdles or distractions while using LinkedIn
✓ To know and capture moments of delight and disappointment.
Task details: User uses LinkedIn to find relevant jobs, to participate in groups, to connect with right people
and stay updated with global IT industry.
You tube link to the video for the user: https://www.youtube.com/watch?v=YCT0lBzpbNc&t=75s

14. Notes for the contextual inquiry session
Question asked and the answers by the user
Q1. What are the challenges which you faced while using LinkedIn website?
Answer –
• Being fresher I am not getting relevant jobs for freshers and sometimes I find spam messages as well.
• LinkedIn is not sending me alert if my profile is incomplete or suggesting me experienced IT
professionals.
• Sometimes job apply button is taking me to company or other websites and using LinkedIn to apply for
job was not much helpful.
Q2. What are the benefits of using LinkedIn for you?
Answer – As being fresher in IT industry I can use LinkedIn app on my mobile anytime and search for
relevant jobs for freshers, get recommendations and connect with experienced IT professionals.

15. Notes for the contextual inquiry session
Distractions observed while using LinkedIn
• Pratik was not able to concentrate appropriately because many time he was getting call and
WhatsApp messages on his mobile phone – This prevents him to upload resume and apply for a
job.
• Sometimes there was a network issue and his LinkedIn website was not working properly which
affected the session recording as well.

16. Notes for the contextual inquiry session
Moments of delight:
• Pratik (user) was happy to know that even a person is showing as locked to send request/message for
any connection he can connect with them by clicking dot drop down box and then by clicking the
connect option (as in below screen shot this user is locked, still we can connect).
• He can diversify his contacts and get recommendations.
• He can look for alumni associated with his college or university.
Moments of disappointment:
• Pratik was disappoint because he couldn’t apply for a job since he don’t have resume
at hand, also not getting relevant jobs for freshers under job tab.
• Sometimes his LinkedIn websites was not working due to network/server issue which affected screen
recording session as well.

17. Your analysis of the session
Analysis:
Advantages of using LinkedIn:
• LinkedIn helps people to get involve in professional groups and build network after business hours.
• It helps people to reach out to companies who are viewing their profile and research about future Boss.
Disadvantages/pain points of using LinkedIn:
• Not all jobs have easy apply option which limits many users to apply for a job of their interest.
• More advanced LinkedIn features cost money and any kind of distractions create distrust in user.
Areas of improvement:
• LinkedIn can send alerts to users if their headlines/skill set etc. are missing and not up to mark, ask to
delete any Jargons, and helps in sending autoconnection request basis work experience.