University of Notre Dame · Product Extension Concept
LinkedIn Networking Mode
A product extension concept that brings together connection tracking, email management, scheduling, and application logging into a unified Networking Mode — built inside LinkedIn, leveraging its existing Microsoft 365 integration.
Overview — Context
About LinkedIn
Founded in 2003, LinkedIn has become the world's largest professional network, with over 1 billion members in more than 200 countries and territories worldwide. In 2016, Microsoft purchased LinkedIn for $26.2 billion — creating a shift in the networking landscape and integrating LinkedIn with Office 365.
Overview — Problem
The Problem
Despite LinkedIn's success, they have yet to address the primary reason people use and enjoy the platform: to maintain and expand their network. Through LinkedIn's Office 365 integration this could be solved with AI — yet users are left to manage other systems to track interactions, log applications, and record notes.
Design Process
How I Got Here
Phase 01
Define & Contextualize
2 weeks
Researched and developed a contextual understanding of the selected problem area.
Phase 02
Empathize & Research
4 weeks
Gathered formative, summative, secondary, and primary research to identify specific pain points in the current user journey.
Phase 03
Brand System
2 weeks
Designed and built a brand system establishing usage guidelines for colors, typography, buttons, fields, and other UI elements.
Phase 04
Prototype
5 weeks
Developed a Figma prototype solving the defined problem. Conducted user testing to validate the solution.
Research — Secondary & Surveys
By the Numbers
Secondary research was complemented by a survey spanning students to early career professionals.
Industry Data
60%
Of jobs are found through networking
77%
Of recruiters rely on LinkedIn
69%
Of LinkedIn users visit the platform daily
Survey Results
88%
Use multiple platforms to manage their network
100%
Use LinkedIn to manage their network
66%
Use LinkedIn to find jobs
Research — Primary Interviews
Personas
In-depth interviews with four individuals explored their user experiences navigating job search and networking on LinkedIn.
Alissa
Notre Dame Senior
Seeking full-time post-grad employment. Goals: manage and track job applications and find relevant networking opportunities.
Finding a Job
Finding and navigating multiple sites to find relevant jobs
Networking
Identifying the correct people to connect with
Connecting
Tracking responses and scheduling
Calls
Keeping notes in one place for access later
Post Call
Figuring out next steps and continuing the discussion
John
Full-time Employee
Actively recruiting for a new job in a new sector where he does not have connections. Goals: expand his network and manage current connections.
Connecting
Reaching out and networking with the correct people
Logging Interactions
Staying up to date with logging interactions
Calls
Managing calls on different days with different people
Logging Follow-Up
Updating and staying on top of fresh leads
Carro
Notre Dame Senior
Searching for a summer internship. Goals: connect with alumni and expand network to find a job connection.
Networking
Finding and navigating multiple sites to find relevant jobs
Logging
Identifying the correct people to connect with
Calls
Tracking responses and scheduling
Applying
Keeping notes in one place for access later
Connecting
Figuring out next steps and continuing the discussion
Research — Takeaways
What I Learned
Four interviews with students and a recent graduate looking to switch jobs validated the problem and surfaced four clear themes.
Consolidate
Users are tired of juggling multiple platforms to organize their network.
Innovate
The solution needs to accommodate all methods of personal organization.
Remind
Users want proactive reminders to stay on top of tasks and follow-ups.
Organize
Users feel their current setups fall short of what they actually need.
Brand System — Typography
Type System
Source Sans is LinkedIn's primary type family, available in multiple weights with italics. LinkedIn primarily uses Light through Semi-bold, accompanied by Source Serif for long-form text and Source Code for fixed-width needs.
H1
Source Sans Pro Bold
H2
Source Sans Pro SemiBold
H3
Source Sans Pro Regular
H4
Source Sans Pro Regular
H5
Source Sans Pro Regular
Button 1
Source Sans Pro SemiBold
Button 2
Source Sans Pro SemiBold
Brand System — Color
Color Palette
The LinkedIn corporate palette consists of three core colors: LinkedIn Blue, black, and white. LinkedIn Blue is the core of the brand's identity and should appear whenever possible.
Core Palette
#0077B5
LinkedIn Blue
#000000
Black
#FFFFFF
White
Grays
#313335
Dark Gray
#86888A
Medium Gray
#CACCCE
Light Gray
#F2F2F2
Very Light Gray
Accent Palette
#00A0DC
Accent Blue
#5E8A5A
Accent Green
#DD5143
Accent Red
#E68523
Accent Orange
User Flows
Key Interactions
Three core flows define how users interact with LinkedIn Networking Mode — from first-time onboarding to daily network and email management.
Onboarding
For new users toggling into LinkedIn Networking Mode for the first time. The user steps through an introduction that familiarizes them with new features.
Adding Someone to My Network
Separate from LinkedIn's existing connections, users have the ability to add connections to "My Network." This populates the connection's contact information and profile into Networking Mode so the user can stay up to date with the relationship.
Checking and Responding to an Email
Emails from active network connections surface directly on the Home page, allowing users to read and respond without leaving LinkedIn.
Prototype
Final Prototype
Conclusion
The Outcome
Through the introduction of Networking Mode on LinkedIn, users can now track and manage their connections, calls, schedules, emails, and applications — all in one place.
New User Journey
Networking
Connecting
Logging
Calls
Applying & Post Call
Learnings
What Stayed With Me
If a user is already completing a task in a certain place, do not make them move.
In early stages I was focused on building a new LinkedIn app with Outlook integration. My professor pointed out that users are often resistant to switching platforms they're already proficient with — a significant insight that redirected the entire solution.
Better solutions alone don't guarantee adoption. As designers, our responsibility is understanding the nuances of user behavior. We must listen to and empathize with users as they guide us to the right answer — ensuring innovation aligns with user needs rather than working against them.