Role: iOS Design (Strategy, UX/UI, Art Direction)

In 2004 when LinkedIn was growing rapidly with around 500,000 members, they introduced Groups – where professionals could exchange their knowledge, network and build relationships. Today, there are more then 400 million professionals on LinkedIn worldwide and the way we connect, communicate and share knowledge has changed dramatically. Last year I worked with a passionate team and we came together with a common goal to make groups useful for the current LinkedIn member.








Provide a trusted space for LinkedIn members to discuss work, interests, and industry news to strengthen their professional network and deepen their skills.





2. Distilling down to a clear product perspective and feature set

I worked closely with my engineering and product partners to align on the designs and help prioritize/scope product features. As a team, we leveraged competitive analysis, existing LinkedIn data and user research to prove out product hypotheses.

1. Understanding our users

Before anything we needed to understand our users. We spoke to a number of LinkedIn members to gain clear insights on their current experience with Groups and where there are areas of opportunity.


4. Create HiFi mocks

While I was designing the Groups iOS experience, LinkedIn was in the process of updating their internal UI pattern library. I worked closely with our patterns team to help define new patterns and refine existing ones within the Groups product.

3. Flow mapping & wire-framing

By mapping out several user flows and wire-framing our concepts using real personas, we successfully influenced the team to create an experience that was truly member focused.


6. Research

Throughout the design process we went through multiple rounds of research. Early on we focused our research around specific features. As we refined we shifted our focus on a more holistic experience to help us tighten up the designs and flows before launch.

5. Prototyping

Prototyping was essential to our team alignment and product success. Viewing the designs in a prototype helped illustrate our high-level flows to our team and user research participants. We focused in on areas that needed to be rethought or refined, and changed our design flows rapidly during research to gain better feedback. 


8. Support

After delivering final designs to engineering, I answered design questions and helped them refine builds to be as close to the mocks as possible.

7. Refine

After each round of research or company share out, we reviewed feedback and iterated on the designs. We depended on this feedback from our members to create a world-class experience.


Our team was successful through cross-functional collaboration.  Gaining insights from a variety of people with differing expertise helped shape our perspective of what Groups should be and how we could make it an essential product for our users.


Notebook sketches


Personas based on real users


Overview of high-level flows, UX/UI directions, and interaction patterns we iterated on throughout the design process


Product Key Features



High-quality & real-time conversations

Support rich media in group conversations to make them more visual and engaging. Enable mentions to keep conversations vibrant and timely.

Access anytime, anywhere

Create an iOS app that allows for easy access and connects our users to group conversations wherever they are.


Discover and join the best groups

Inspired by real-world communities, design a new way of suggesting new groups to members based on who you are and who you know.

Trusted space for professional conversations

Conversations are more valuable when they’re shared within a trusted space, so group conversations should only be visible to group members.


GroupS iOS App Overview




Thank You!