Day 1: what data do I need, why do I need them, and how do I gather them?
Now the problem has a more specific frame, I want to see if this hypothesis that "finding the path to saved posts (and even saving posts) in LinkedIn is a bit confusing and difficult" is true or not.
I want to understand how users behave in this flow and their attitude toward it, so a usability test would be really helpful to gather this information.
I'm thinking of reaching out to LinkedIn users by posting on LinkedIn and conducting an unmoderated usability test. I'll ask them to save one post and then find its direction for the next step, and share their experience in the comments.
I want to understand how users behave in this flow and their attitude toward it, so a usability test would be really helpful to gather this information.
I'm thinking of reaching out to LinkedIn users by posting on LinkedIn and conducting an unmoderated usability test. I'll ask them to save one post and then find its direction for the next step, and share their experience in the comments.
According to Nielsen Norman, the grandfather of UX, I only need 5 people to participate in this test.
I was just worried about one thing!
I was concerned that because this test is Unmoderated and I'm asking people to share their results in the comments and LinkedIn is a public virtual space, people might look at this post as a competition in order to appear smarter or at least not appear foolish in the eyes of others or in response to others' comments. And I might receive information that is not accurate!
So, I've decided to change things up here and switch the testing method from unmoderated to moderated. I'm going to reach out to at least 5 people and have a separate online conversation with each of them to test the usability of this flow.
It's time for me to post and get myself ready to take the test.
So, I've decided to change things up here and switch the testing method from unmoderated to moderated. I'm going to reach out to at least 5 people and have a separate online conversation with each of them to test the usability of this flow.
It's time for me to post and get myself ready to take the test.
Here's the post I put up to recruit the Linkedin Users
Day 2: Let's go for a test, hmmm! did I forget something?
Alright, so I had scheduled usability testing sessions with 5 people up to this point for the day.
I was about to prepare my usability testing form when I accidentally stumbled upon something while browsing through LinkedIn.
I had left out something!
Since I realized the difficulty of saving posts and finding them while working on LinkedIn, until today, when I have chosen to tackle it as a problem to solve, quite some time has passed without me exploring this possibility on LinkedIn.
It seems that LinkedIn has integrated a more accessible option for accessing saved posts during this period!
I was about to prepare my usability testing form when I accidentally stumbled upon something while browsing through LinkedIn.
I had left out something!
Since I realized the difficulty of saving posts and finding them while working on LinkedIn, until today, when I have chosen to tackle it as a problem to solve, quite some time has passed without me exploring this possibility on LinkedIn.
It seems that LinkedIn has integrated a more accessible option for accessing saved posts during this period!
Image of the path that LinkedIn has embedded for saved posts and overall saved items that named “My items”
I thought that maybe this problem had been completely solved with this method, and I was putting myself in a situation that had already been addressed during this time.
It was a bit late to change the direction, which made me more concerned. But to understand if this issue is still significant, I took a pilot test from two of my colleagues in the co-working environment.
It was a bit late to change the direction, which made me more concerned. But to understand if this issue is still significant, I took a pilot test from two of my colleagues in the co-working environment.
I asked them to save a post on LinkedIn and then access it from the saved posts section.
The first person's report stated that they are aware of the new "My items" feature allowing access to saved posts, but they are still encountering issues such as filtering to access their desired posts.
The second person was only able to save the post, but failed to access it, indicating that they couldn't find this new LinkedIn feature.
I felt somewhat relieved that this issue still isn't entirely resolved and it's worth investing time and effort to solve it. Then I comfortably proceeded to prepare the usability test.
After conducting the pilot test, I realized that I needed a structured form for my test. I considered criteria that could be useful and prepared my usability test.
Finally, I checked all the necessary items for the test, including Google Meet, access to the microphone, and interview recording tools, and arrived at such a form for the test.
The test form I prepared consisted of two tasks:
The first person's report stated that they are aware of the new "My items" feature allowing access to saved posts, but they are still encountering issues such as filtering to access their desired posts.
The second person was only able to save the post, but failed to access it, indicating that they couldn't find this new LinkedIn feature.
I felt somewhat relieved that this issue still isn't entirely resolved and it's worth investing time and effort to solve it. Then I comfortably proceeded to prepare the usability test.
After conducting the pilot test, I realized that I needed a structured form for my test. I considered criteria that could be useful and prepared my usability test.
Finally, I checked all the necessary items for the test, including Google Meet, access to the microphone, and interview recording tools, and arrived at such a form for the test.
The test form I prepared consisted of two tasks:
The first task was to save one of the posts you see in your feed, and the second task was to find the post you saved.
The criteria I considered in this test include task completion time, total number of clicks, and total number of errors. I also assessed task difficulty on a scale of 1 to 5 (with 1 being the easiest and 5 being the hardest), task success, and finally the issues they encountered, along with their thoughts and opinions.
The criteria I considered in this test include task completion time, total number of clicks, and total number of errors. I also assessed task difficulty on a scale of 1 to 5 (with 1 being the easiest and 5 being the hardest), task success, and finally the issues they encountered, along with their thoughts and opinions.
The usability testing form that I had initially prepared on paper
By the end of the day two, I had interviewed five individuals, recording and documenting the interview content.
Now, it was time to delve into these data and see what meaningful connections I could draw from them.
The images of the sessions I had with individuals on the second day, to respect their privacy, (I only used their limited names and images)
Day 3: Making sense of collected data is like witnessing a miracle!
Well, on the third day, I had five recorded videos and some paper forms with test results recorded. I'm a bit confused about where to start.
It seems to me that I should begin by gathering the data from the sessions. After collecting all of them, I'll identify meaningful connections to understand what the next step is.
Initially, I input all the recorded and documented information into structured forms.
It seems to me that I should begin by gathering the data from the sessions. After collecting all of them, I'll identify meaningful connections to understand what the next step is.
Initially, I input all the recorded and documented information into structured forms.
You can access each of the 5 forms via this link
I categorized similar data thematically and was able to divide them into four categories based on the operational pathways of each task:
For the first task (saving a post in the feed), there was a single method.
However, for the second task (finding the saved post), three pathways were possible:
Pathway one: Users noticed a notification containing the URL of the saved posts.
Pathway two: Users did not notice the notification and predicted the pathway of the saved posts, which had two sub-models:
-They accessed the saved items option.
-They navigated through the profile and menus.
In the end, I was able to categorize my data into four main groups.
For the first task (saving a post in the feed), there was a single method.
However, for the second task (finding the saved post), three pathways were possible:
Pathway one: Users noticed a notification containing the URL of the saved posts.
Pathway two: Users did not notice the notification and predicted the pathway of the saved posts, which had two sub-models:
-They accessed the saved items option.
-They navigated through the profile and menus.
In the end, I was able to categorize my data into four main groups.
The index map shows the four main categories represented by circles.
Now, within each category, I once again looked for similar data, grouped them together, and arrived at several subgroups within each of the four groups.
To me, unraveling data feels like magic mixed with excitement! It's like all these different bits of information come together, forming these cool connections that start to make sense.
To me, unraveling data feels like magic mixed with excitement! It's like all these different bits of information come together, forming these cool connections that start to make sense.
You can view my affinity diagram, including all input data and their categorizations.
At the end of the day, I arrived at four problem statements
First problem statement:
How can we make the bookmarking action on LinkedIn more accessible so that it's easily discoverable for newcomers and remains intuitive and tangible for existing users, contrary to its new mental model?
Second problem statement:
How can we utilize the feature of native notification pop-ups, which optimize the process, in a way that it grabs attention while simultaneously directing the user to their saved posts?
Third problem statement:
How can we teach users the path to their saved posts and organize the information architecture in a manner that aligns with the user's anticipation of this path?
Fourth problem statement:
Instead of "My Items," what better copy can we use to steer users toward their saved items? Considering that this path doesn't only store posts but various items like articles or job listings, ultimately saving items along this path. And how can we make this option more noticeable on the homepage for the user?
Day 4: Take a piece of paper and brainstorm ideas!
Alright, now I had four problems to address and needed to brainstorm solutions for them. And what better tool than pen and paper for this task? This part is my favorite!
I started to examine each problem statement and devise a solution for it.
I started to examine each problem statement and devise a solution for it.
Problem statement 1: How can we make the bookmarking action on LinkedIn more accessible so that it's easily discoverable for newcomers and remains intuitive and tangible for existing users, contrary to its new mental model?
My solution to this problem: The save icon is placed where I drew it, accessible to both newcomers and old-school LinkedIn users, so it could potentially serve as a common solution for both personas.
The sketch I presented for the first problem statement
Problem statement 2: How can we utilize the feature of native notification pop-ups, which optimize the process, in a way that grabs attention while simultaneously directing the user to their saved posts?
My solution to this problem: I envisioned an interaction for this issue where, upon saving a post, an animation in the form of a hover effect is displayed on the 'My Items' option (I would design a solution that, in addition to being efficient, integrates seamlessly with the LinkedIn design system.)
The sketch I presented for the second problem statement
Problem statement 3: How can we teach users the path to their saved posts and organize the information architecture in a manner that aligns with the user's anticipation of this path?
My solution to this problem: Given users' expectations of where the saved option might be, we can create this pathway for them through the profile menu options. However, whether "Saved Items" should be the fourth option in this menu or if it's even beneficial to have it here might require further testing for information architecture. For now, though, this could be a solution.
With the solution to the previous issue, it's possible to enable the learning pathway from the feed for the user.
By making minor visual changes like making the saved items icon blue, it might become more recognizable.
With the solution to the previous issue, it's possible to enable the learning pathway from the feed for the user.
By making minor visual changes like making the saved items icon blue, it might become more recognizable.
The sketch I presented for the third problem statement.
Problem statement 4: Instead of "My Items," what better copy can we use to steer users toward their saved items? Considering that this path doesn't only store posts but various items like articles or job listings, ultimately saving items along this path. And how can we make this option more noticeable on the homepage for the user?
My solution to this problem: Since users have referred to items in their conversations, and on the other hand, the brevity and succinctness of this title are important, and on the other hand, the presence of the word "saved" is vital for better identification, I think using "saved items" instead of "my items" can be considered.
I believe that modifying this reference and adding "saved" to it, along with previous solutions, can complement each other.
I believe that modifying this reference and adding "saved" to it, along with previous solutions, can complement each other.
The sketch I presented for the fourth problem statement.
Due to time constraints for this task, I need to focus on a project and this limits my availability for iteration. I hope these solutions prove to be quite effective. Therefore, I will forego low-fidelity prototypes or paper prototypes and instead create a high-fidelity prototype using LinkedIn's own design. Ultimately, I will evaluate it again with users through usability testing.
At the end of the day, I just wanted to give myself a break, so I decided to complete the prototype for the next day.
At the end of the day, I just wanted to give myself a break, so I decided to complete the prototype for the next day.
Day 5: I made a prototype
During the day, I created the prototype.
You can interact with the prototype
I once again called upon 5 people to test the usability of the prototype. (Two of them were from the previous test group and expressed readiness for the final test, and three others were new.)
As usual, I would prepare all the necessary tools and facilities for usability testing for the next day.
As usual, I would prepare all the necessary tools and facilities for usability testing for the next day.
Day 6: Final exam
Alright, I was ready to prepare for the final usability test. The criteria I needed for this test to compare the results with the previous test were the same as before.
The test, like before, should include two tasks but with some minor changes:
Task one: Save the third post.
(The reason I mentioned the third post was that I didn't want the hover capability of the saved items option to be prototyped in this task, and I wanted to evaluate it in the second task.)
Task Two: Save the first post and now find its path.
(In this test, only the routing for finding the location of saved posts by the provided solutions will be examined.)
I piloted this test with one of my friends and corrected the technical issues of my prototype.
Finally, I was ready to conduct and record the test sessions.
At the end of the day, I conducted the final usability test with five participants.
A picture of one of the final usability test forms (you can access the form of each of the 5 interviewed individuals through this link).
The test, like before, should include two tasks but with some minor changes:
Task one: Save the third post.
(The reason I mentioned the third post was that I didn't want the hover capability of the saved items option to be prototyped in this task, and I wanted to evaluate it in the second task.)
Task Two: Save the first post and now find its path.
(In this test, only the routing for finding the location of saved posts by the provided solutions will be examined.)
I piloted this test with one of my friends and corrected the technical issues of my prototype.
Finally, I was ready to conduct and record the test sessions.
At the end of the day, I conducted the final usability test with five participants.
A picture of one of the final usability test forms (you can access the form of each of the 5 interviewed individuals through this link).
Day 7: It's time for you to see the results
Okay, I have to reinsert the data again and compare it to before. Finally, I'll complete the task.
Five individuals' frequencies repeated between each two tests, so I could easily calculate the extent of changes in the criteria by comparing the average criteria of the previous test to the current test.
In task one (saving a post):
Current LinkedIn experience in the first test:
Average task difficulty: 1.4 out of 5
The average task completion time is around 13 seconds
New experience through the prototype in the second test:
Average task difficulty: 1 out of 5
The average task completion time is around 6 seconds
Result:
There wasn't a significant improvement in numerical metrics. However, more importantly than numerical and relative metrics, the new test demonstrated that the proposed solution is discoverable (especially for new users) and easy to learn (for existing users).
Average task difficulty: 1.4 out of 5
The average task completion time is around 13 seconds
New experience through the prototype in the second test:
Average task difficulty: 1 out of 5
The average task completion time is around 6 seconds
Result:
There wasn't a significant improvement in numerical metrics. However, more importantly than numerical and relative metrics, the new test demonstrated that the proposed solution is discoverable (especially for new users) and easy to learn (for existing users).
In the second task (finding saved posts):
Current LinkedIn experience in the first test:
Average task difficulty: 3.6 out of 5
Average task completion time: approximately 1 minute and 14 seconds
Average task difficulty: 3.6 out of 5
Average task completion time: approximately 1 minute and 14 seconds
Average user error rate (error rate to clicks ratio * 100): 50.6%
New experience through the prototype in the second test:
Average task difficulty: 1.2 out of 5
Average task completion time: approximately 7 seconds
Average user error rate (error rate to clicks ratio * 100): 0%
Result:
The most important thing this evaluation shows us about the second task is a significant decrease in user error while performing this operation.
In the end
I wasn't successful in getting hired by that company, but I learned a lot along the way. I want to pose a few important questions at the end of this case study, and then vanish into the horizon like Batman, ha ha!
- If we were to extend the timeframe, how much could we have improved this process by further iterating on the save operation cycle?
- All tests were conducted on the desktop version of LinkedIn, and we could have further examined its design on the mobile version given more time.
- We didn't have access to LinkedIn stakeholders or its policies, and we weren't even aware of its technical justifications for using the current design. We solely approached this issue from a user-centric perspective.
- Perhaps initially, we should have asked deeper questions that required more time and resources, such as: Is the save feature a top concern for LinkedIn users? And if not, what are the more pressing questions that precede the issue of LinkedIn's save feature?
- All tests were conducted on the desktop version of LinkedIn, and we could have further examined its design on the mobile version given more time.
- We didn't have access to LinkedIn stakeholders or its policies, and we weren't even aware of its technical justifications for using the current design. We solely approached this issue from a user-centric perspective.
- Perhaps initially, we should have asked deeper questions that required more time and resources, such as: Is the save feature a top concern for LinkedIn users? And if not, what are the more pressing questions that precede the issue of LinkedIn's save feature?
