The LinkedIn product team built the "Profile Strength" feature to provide recruiters and marketers with more user data and serve as an indicator of how active users are on LinkedIn. It was also intended to motivate less frequent users to update their profiles by showing the strength level. To evaluate success, the PM sampled 20 users' profile strengths and found that the percentage of leads converted increased after the feature was added, indicating it was successful. If successful, next steps would include periodic emails to users with lower strengths, ensuring profile strength is unchanged when positions are replaced, setting a minimum connection count of 100 for the top level, and making strengths visible to other users.

1. Case Study Assessment
Explain why you believe the product team at LinkedIn decided to build the “Profile Strength” feature in a user’s profile page. Walk us through your
thought process.
•How would you decide if this feature “worked?”
•If you were the PM on it, and it was successful, what changes or features would you build next and how would you prioritize the work?
•From the list of features you came up with, pick a feature and develop a set of user stories.
LinkedIn Profile Strength Feature

2. SURESH CHOUDHARY
Case Study Solution

3. Necessity for “Profile Strength”
To get the sufficient data from the
users as per the requirements
from recruiters and marketers01 .
Combining strength parameters
with data analytics
02
Serve as an indicator if the
person is active on LinkedIn
03
Less frequent user will get motivate
to update their profile page if there is
indicator showing the strength of
profile
04

4. Profile strength feature – Success or Failure ??
Random sampling of 20 users is taken to
know about their profile strength
Assumption
Active number of users having
their profile strength as all star
Conversion of leads for
users before and after
profile strength feature65%
Before- 42%
After- 72%
Active number of users having
their profile strength as all star
65%

5. New features to be Added
Periodic mailing to
user who have
profile strength
expert or below
01
If we replace certain
position in our
profile, profile
strength should be
untouched
.
02
Minimum number of
connection to get
“All Star” level in
profile strength
should be 100
03
Scale of profile
strength should be
visible to other
users
.
04

6. Implication of new feature
02
Even if we change our
job position over the
organisational
structure, it changes
our profile strength 03
Location of job role
also impacts the
profile strength
04
Any updates in job
roles/positions/compa
ny should not
downgrade the profile
strength01When someone
updates his job role
and if he switches to a
start-up from MNC
then his profile
strength is
downgraded
Change in job
position/role should
not affect profile
strength