CREATOR HUBDESIGN
Redesigned the LinkedIn Creator Hub to give creators a single, intuitive home to track performance, grow their audience, and manage their content with confidence.
Planning and process
We leveraged design to maximize member, organization and business impact.
Discovery UXR
We ran UXR to learn how members find inspiration and how they compare their performance with peers.
Early explorations
We created early designs based on prior UXR and other insights, working with cross-functional partners to narrow down the concept.
Concept testing
We tested concepts across multiple UXR sessions to learn what matters to members and what design helps them accomplish it.
Final design
We finalized the design by iterating on concepts post UXR testing, working with cross-functional partners.
MVP
Presented our work to exec leadership for final alignment. A barebones MVP launched for inspiration; benchmarking is in progress.
Discovery
We looked at insights from past UXRs, reviewed competitors, and assessed current usage and business goals to align on member problems.
Early explorations
Early explorations focused on finding different solutions aligned with the hypotheses we had.
Concept testing
We tested concepts which helped us narrow down to the approach that works best.
Final design
We finalized the design by iterating on concepts post UXR testing, working with cross-functional partners.
MVP
Presented our work to exec leadership for final alignment. A barebones MVP was just launched.
Target users
Dev
Publish high-quality content to grow their audience, influence, and professional opportunities. Rely on analytics and engagement insights to optimize their content and brand.
Dexter
Share insights and expertise to build credibility and grow their professional presence. Motivated by visibility, networking, and career growth opportunities.
Discovery
Creators want to discover deeper and effective insights into their performance and guidance on the next steps
Insights and next steps
Members want to quickly understand how they are doing overall and what should they do about it
Inspiration is difficult to find
Creators spend significant time manually researching trends, audience interests, and content opportunities to determine where they can add unique value.
Compare myself to peers
Creators lack context to understand how their performance compares to peers with similar audiences and goals.
Creator ecosystem lacks clear structure
Creator tools and experiences are fragmented across LinkedIn, making it difficult to navigate and manage the creator journey.
Before redesign
Strategy
Design a new creator hub that offers deeper insights, effective tools and improved navigation to help creators grow and succeed.
Understand performance
Make analytics personalized and easier to discover. Explain performance and offer next steps.
Provide creator inspiration
Help members uncover trends, learn what works with any audience, and get ideas for future posts.
Peer benchmarking
Provide tools for members to compare performance with peers and discover what their best content looks like.
Better discovery & visibility
Consolidate fragmented creator experiences into a centralized Creator Hub with clear navigation, streamlined IA, and improved discovery.
Creator Dashboard
Consolidate fragmented creator experiences into a centralized Creator Hub with clear navigation, streamlined IA, and improved discovery.
Creator Dashboard
Discovery
We discovered member problems and potential solutions by testing various hypotheses in UXR. We tested ideas focused on
- Overall role of dashboard in creator ecosystem from member perspective
- Stats, info and features members would like to preview and discover on their creator dashboard
- How members rank their priorities/tasks as creators
- Creator opinion on existing features like weekly tracker
- IA and navigation that helps members navigate the creator ecosystem easily
Design explorations
Creator Dashboard
What we learned
- Members see the dashboard as a place to discover and preview what matters most.
- They prefer a personalized experience for performance insights and actionable guidance relevant to them.
- Inspiration, Benchmarking, Content Management and Notable Audience solve existing pain points, and members appreciated finding them upfront.
- The new navigation improved discoverability across Creator Hub.
- Stats and Inspiration were most valued, followed by Notable Audience, Benchmarking and Content Management.
- Weekly tracker goals are not motivating and provide limited value.
Creator dashboard demo
Creator Benchmarking
Enable members to find peers and compare performance. Explore their best content and get inspiration for your posts.
Peer Benchmarking
Discovery
We discovered member problems and potential solutions by testing various hypotheses in UXR. Our hypothesis was based on an earlier quant study we ran on what type of insights creators want. We tested ideas focused on
- Preferred mode of benchmarking — anonymously, semi-anonymously, or 1:1
- Best way for members to find other creators for comparison
- Performance members are comfortable comparing with others
- Insights members would like to get by comparing with their peers — their top posts, what works for them, etc.
Design explorations
Peer Benchmarking
What we learned
- Most members are only comfortable comparing their publicly available stats.
- Creators were most interested in peer-group comparisons (semi-anonymous), but also showed interest in anonymous and 1:1 comparison.
- Creators want to understand why peers are performing better or worse, and learn from their top posts.
- Creators wanted a quick and easy way to keep track of their benchmarks.
Creator benchmarking demo
Creator Inspiration
Enable members to find peers and compare performance. Explore their best content and get inspiration for your posts.
Creator Inspiration
Discovery
We discovered member problems and potential solutions by testing various hypotheses in UXR. Our hypothesis was based on an earlier qualitative study we ran on the video creation journey and how members find inspiration. We tested ideas focused on
- Ideas that emulate their manual process of finding inspiration
- Members' preference between post ideas, topics, content and creators to get inspiration for their next post
- Insights members need to learn from successful content
- Where audience preference fits in all this
Design explorations
Creator Inspiration
What we learned
- Creators see ‘topics’ as the core lens for inspiration and care more about content than creator identity.
- Creators valued seeing what resonated with their audience.
- Highlight gaps in the conversation where creators can add a new voice.
- Tailor AI-generated content ideas to creators’ backgrounds.
- Reviewing individual posts wasn’t enough for ideation; creators wanted synthesized patterns that explain why content works, not just what worked.
Creator inspiration demo
Results
- The vision was well received by leadership
- We are already in process of building dashboard, inspiration and benchmarking
- The design solutions also tested well in the UXR
- This redesign opens path for scaling creator ecosystem