LinkedIn Video
Owning end-to-end design for LinkedIn’s short-form video experience and driving product direction in a fast-moving, high-priority company investment.
Overview
After launching the video tab, video quickly became one of LinkedIn’s fastest growing formats, but the early product thesis was still forming. I led design across the end-to-end short-form video experience and partnered closely with product, engineering, data science, editorial, and senior leadership to define what short-form video should mean in a professional context.
Problem
Early adoption was strong, but retention showed we had not yet built a product people consistently wanted to return to. The experience was useful, but it leaned heavily on informational content and lacked a distinct point of view from other short-form platforms. We needed to move quickly from “video exists on LinkedIn” to “video has a clear reason to belong on LinkedIn.”
My role
As design lead, I owned the end-to-end experience across the immersive player and key entry points in feed, profile, and search. I explored multiple product directions, drove alignment across 30+ stakeholders, and translated ambiguous product questions into concrete interaction models, surfaces, and experiments the team could ship and learn from.
I also stepped into an acting PM role for six months, where I guided prioritization, experiment decisions, and cross-team alignment while continuing to lead design.
Approach
To differentiate LinkedIn Video from TikTok and Reels, I led design on a more distinctly professional creative format: workplace trends — structured prompts that invited creators to share perspectives on the conversations shaping their industries.
Designing around topics
Workplace trends reshaped the design itself. We restructured the entry experience around browsable topics — each one a focused thread of opinion and perspective, instead of an endless algorithmic scroll. The format finally had a clear reason to belong on LinkedIn.
An ecosystem, not a feature
Video on LinkedIn isn’t a single screen — it lives across feed, profile, search, notifications, and messaging. Beyond the immersive player, I designed how the format threads through each of these surfaces, so every entry point played a clear role and the experience stayed coherent end to end.
Impact
The work drove a 2.5× lift in daily retention and nearly 3× growth in carousel CTR. It elevated video into a top company priority and established the foundation for continued investment in discovery, creator participation, and platform quality.