— PROJECT NAME
LinkedIn UX
Copy Refresh
— ROLE
Copy Director
@ The Konfig
— DATE
2020
LinkedIn has a unique brand persona they call "The Trusted Teammate". It has an inclusive, encouraging and helpful tone of voice. But they came to my studio with a distinct problem: their brand voice wasn't coming through in their product experience, especially in non-English markets.
I curated and led a team of UX Writers to review 8 key pages on LinkedIn. Each writer focused on their native language and suggested improvements to every piece of microcopy. Their goal: bring "The Trusted Teammate" back into the product's voice.
8 Markets x 8 Pages
LinkedIn wanted to improve their microcopy in 8 different markets:
Germany | Netherlands | France
Brazil | Spain | Australia | India | UK
They wanted to elevate 8 different parts of their user experience:
Onboarding | Home screen | Menu |
My Profile | My Network | Jobs
Opportunities | Notifications
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Detailed UX copy audit
In Figma, each UX Writer reviewed LinkedIn’s product copy in their native language. They suggested copy improvements and gave up to 4 options for each edit, so LinkedIn could perform A/B testing. Every copy option required a rationale that laddered back to the brand’s voice pillars:
Personable | Inclusive | Encouraging | Helpful
Our UX copy matrix
We kept our master copy in Google Sheets, for a simpler handover to LinkedIn. I designed a content matrix, dividing each language into product sections. Each section broke down into specific UI elements, capturing multiple copy options for user testing and the strategic rationale behind every edit.
