How did LinkedIn get the 2017 redesign so wrong?

It’s our nature to not like change, so when LinkedIn released their platform redesign this year, it was bound to ruffle some feathers. But, geez, not to the extreme that it did! So, how did they get it so wrong and what can we learn from it for our own businesses? 

No Warning

LinkedIn’s new interface crept up on most of us who don’t read LinkedIn blogs and watch LinkedIn videos all day as I do. I knew it was coming back in September last year but didn’t have it myself until earlier 2017. Rather than a broadcast (or even geographical) rollout, the new interface was released in stages dependent on a member’s registration number. Some say that they even made sure to release it only to basic members first, not premium subscribers, as, and I quote “they were less likely to complain”. The average person just logged in one morning and ‘surprise’, the new interface arrived and you were left standing like a deer in headlights wondering whether to take flight and logged out again confused or fight your way into a completely new experience.    

Lack of Adequate Testing

Very few businesses would consider releasing a new product or version without ironing out as many of the kinks as possible. The new LinkedIn redesign was so full of glitches that they actually had to withdraw it for a month (between September and October 2016) to iron out the kinks. Six months later and we are still waiting for some of those kinks to be worked out. In the meantime, of course, LinkedIn are still charging those who have Premium packages while they get their proverbial together. Would customers put up with this if they weren’t they global giant they are today? I seriously doubt it.

Too Much Too Soon

If you know that people are averse to dramatic change, then it makes sense not to change too much all at once. Unfortunately, LinkedIn did exactly the opposite and if you read their LinkedIn Official Blog on the LinkedIn redesign you’ll notice they brag about building it from the ground up! Many features were moved and hidden but many more were removed altogether with the subscription package changes. Yes, that’s right, not only did they change the entire interface at the exact same time they changed the features on the subscriptions. So customers were left perplexed not knowing if a feature they loved has been removed and taken to a higher subscription or just hidden within the new interface.

Which brings me to the last point, where to go for the answers to these questions.  

No Comment

If you search for blogs, feedback or help about the LinkedIn redesign, you’ll know that there hasn’t been a lot of information coming from LinkedIn themselves. In fact, one of only TWO blog articles they wrote about the redesign [link above] has been shared just 6,518 times. With an audience of over 450 million members, that’s astounding! Clearly it shows not only did LinkedIn not communicate regularly with their customers over this last six months upheaval period (only two blogs), but I also suspect most people don’t even realise that LinkedIn has their own blog! LinkedIn customers were left wondering if they truly are usually this stupid, or were they making a special effort this year.   

Despite the backlash, LinkedIn’s Q3-16 (July - Sept of 2016) quarterly report - the most recent available showed a 17% increase in subscribers upgrading to Sales Navigator, their faster growing product. The company’s reputation has certainly taken a big hit, but even those who were shouting obscenities from the rooftops cannot deny the sales results. It will however, be interesting to read what the sales results will be for Q4-16 and Q1-17. On the surface, LinkedIn is still the undisputed leader in its ‘Social Media for Professionals’ niche and people are still upgrading to Premium and Sales Navigator.   

So what can we all learn from this? Well, the importance of smart planning and execution is certainly highlighted here as well as really knowing your customers and seeing things from their user point of view. We also see that a new look, trying to upsell plus changing the products on offer during a time of upheaval is not ideal, to say the least. Keeping the customer in mind, listening to them and the big one, to always be in communication are keys to any business’ success. Not to mention, from a personal standpoint, also supporting those who support you and refer you 1,000’s of subscribers year after year wouldn’t go astray either.

To see how LinkedIn Ninja can help you navigate the LinkedIn redesign through our many tailored training options go to: https://linkedinninja.com.au/services

#LinkedIn #LinkedInnewinterface #LinkedInredesign