LinkedIn introduced small but significant changes to its homepage design Thursday, simplifying its newsfeed and highlighting some interaction features that will come to all users next year. The shifts in the design bring the connection element of the service front and center, encouraging users to build their relationships with each other over time.
The first most obvious change is the number of user views at the top of the page. It gives someone a snapshot of how many people saw the content they post. LinkedIn offered these features before, but they were buried in the righthand sidebar, out of eyesight. “We realized this was something we needed to bring front and center to the desktop,” LinkedIn VP Joff Redfern told me.
LinkedIn is also doubling down on its content strategy, no doubt following behind competitors like Facebook. When there are compelling articles and posts to peruse on a social network feed, its users stick around longer. And the best way to motivate users to post is to highlight the feedback they receive when they do.
Keeping with that theme, the company has cleaned up its newsfeed. There’s less button clutter at the top, drawing users attention straight to the content.
The second change to LinkedIn’s homepage is the Keep in Touch system in the top right corner. You can quickly click through profile cards to see who has had big business changes recently, from adding new photos to switching jobs. It makes it easy for you to congratulate them or touch base in these moments, keeping the relationship strong. It’s based on LinkedIn’s Connected app, which was designed to help people stay in touch with professional contacts.
A wide range of users liked it, so LinkedIn decided to introduce it to a wider audience via the desktop app. “These two brand new modules are so important for keeping track of how you’re doing professionally that without them that stuff was harder,” Redfern said. “Now we’re giving the member that ability.”