To kick off the project, I partnered with key stakeholders to outline the project objectives & agree on what success would mean. We identified clear goals and success metrics to track progress after launch. This alignment created a strong foundation that influenced my design strategy and decision-making throughout the process.

The user journey revealed that marketers often struggle with the initial setup process, spending significant time trying to configure their online conversions. The lack of clear guidance—especially around setting up conversions—leads to frustration and makes it difficult to assess campaign performance, contributing to user churn within LinkedIn’s Conversion Tracking. Marketers also face challenges throughout the analysis journey, such as difficulty locating and implementing tracking codes, which are crucial for capturing online behavior linked to digital advertising. Below are some key pain points identified during the user’s journey.

By analyzing user research, I identified several key opportunities to improve the conversion creation process. These insights, outlined below, stemmed from a deep understanding of user behaviors and pain points. The research highlighted the need for a clear, guided user experience that would reduce confusion during conversion setup and provide easy access to help center links for addressing any questions about conversions or online advertising. The goal is to empower marketers to better understand and assess the performance of LinkedIn’s Conversion Tracking, enabling users to continue using the platform and optimize their ad campaigns to achieve their objectives. Below are the primary opportunities that will guide the design of this enhanced user experience:

LinkedIn’s Conversion Tracking system encountered significant challenges that hindered its effectiveness for marketers. Recognizing the need to address these obstacles, I focused on simplifying the setup process to empower marketers to easily track conversions and demonstrate clear ROI. To ensure we tackled the most critical issues, I began by defining a Problem Statement that highlighted the root cause of the pain points. From there, I reframed the challenge with a ‘How Might We’ Statement, transforming it into an opportunity for improvement. This framework not only guided my design decisions but also helped the product team stay aligned on a clear strategy, driving us towards a more intuitive and valuable user experience.

The design phase was driven by a clear user challenge: marketers encountered difficulties when setting up conversions on LinkedIn. To address this, I prioritized creating a streamlined and guided experience that simplified the setup process. The goal was to minimize friction, provide clarity at every step, and enable users to track conversions effectively within the platform. The design process began with developing low-fidelity wireframes, which allowed for the exploration and validation of initial concepts based on user feedback. This iterative approach helped shape the overall design direction before advancing to high-fidelity designs, all while adhering to LinkedIn’s established design system. Interactive prototypes were then created to test the design in a real-world context, offering users a hands-on experience with key flows and interactions. This method allowed for the assessment of both primary and subtle interactions, ensuring that the design was intuitive and met user needs. It also provided crucial feedback that informed continuous refinement, ensuring the final design was aligned with usability standards and user objectives.

Following the launch of the new experience, the Design and Product teams closely monitored user engagement. The updated platform delivered better results than the previous conversion platform across multiple key metrics. By prioritizing a user-friendly design, intuitive guidance, and easier tracking code discovery, we achieved notable improvements in user satisfaction, retention, and a significant increase in the number of users actively engaging with LinkedIn’s Campaign Manager.