As social networks become larger and more people join, the challenges for companies like Meta, Twitter, Snap, TikTok and LinkedIn are becoming more complex. These complex challenges include content moderation, recommendation algorithms as well as misinformation and safety. While we are still in the early days of understanding how to best design scalable solutions for these problems, teams are willing and working to experiment with new ideas and test them.
In this episode, we talk to Jason Frasier, who is a Principal Product Designer at LinkedIn. Jason along with his team have been focused on designing solutions to help members* on LinkedIn better understand how they can take better control of their content feed.
The trust team is currently focused on addressing challenges related to transparency and trust on LinkedIn. The goal is to improve the reporting experience for users, provide authors with information about content violations, and ensure that policies are aligned with user needs and expectations. Additionally, the team is working on a framework to navigate the gray area of content moderation by recognizing the spectrum of different content types and how they might be perceived by members.
Lessons for Product Teams:
At LinkedIn, teams use the Job to be Done framework while making product decisions. The Jobs to be Done (JTBD) framework is a customer-centric approach to product development that focuses on understanding the needs, goals, and motivations of customers. This framework enables teams to identify the underlying goals or “jobs” that the customers are trying to accomplish. For products like LinkedIn, which is a consumer product, developing a deeper understanding of the customer is essential rather than just depending on their demographic or psychographic characteristics.
To use the framework for your product, start by asking questions like:
What are the customer’s goals or needs in this particular situation?
What pain points are the customers facing that we can help with?
The JTBD framework, also referred to as Outcome Driven Innovation (ODI), enables teams to build products that address a deeper customer need. An independent study showed that ODI makes innovation 5 times more predictable.
At present, LinkedIn is confidently shifting its focus to develop tools that will cultivate a thriving creator economy on the platform. This marks the beginning of a new era for LinkedIn in terms of how it addresses content moderation challenges. We will continue to keep you fully informed on this development.
What features/bugs do you want LinkedIn to focus on in the future?
Leave a comment and we’ll send it to the LinkedIn Design team. 😁
Cheers🔥
*At LinkedIn, the teams refer to users as “members”. This enables them to develop better solutions for everyone.
Connect with Jason:
LinkedIn: https://www.linkedin.com/in/jasonfrasier
Twitter: https://twitter.com/frason
Learn more about our guests and community here.
References:
A Framework of Questions for Jobs-to-be-Done Interviews
LinkedIn Is Having a Gen Z Moment. Its CEO Told Us Why and What's Coming. (Exclusive) | WSJ
jobs-to-be-done.com
Harvard Business Review, Turn Customer Input into Innovation
Strategyn, Innovation Track Record Study
Anthony Ulwick, What Customers Want: Using Outcome-Driven Innovation to Create Breakthrough Products and Services
Credits:
Hosted & Created by: Prathamesh Patel
Podcast Strategy & Production: Nishi Panchal
Research & Summary: Prathamesh Patel & Nishi Panchal
Music: Ukiyo - Calling (EP)
Copyright of Sunday Pyjamas Private Limited 2023
About SundayPyjamas:
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