WEB & MOBILE | FALL 2025
Building a New LinkedIn Premium Experience
Reimagining how small businesses grow on LinkedIn
My Role
-
Led design for LinkedIn’s new Premium Small Business SKU
-
Defined the end-to-end experience connecting sales, marketing, and hiring flows
-
Designed cross-product patterns + prototypes for launch
Resources
-
Timeline: 6 months
-
Team: 1 PM, 1DM, 1UXR, 5 engineers, 1 designer (me!)
-
Tools: Figma, Figma Make, Magic Patterns
Context
LinkedIn is the place where
all businesses come to grow.
Over 30 million small business leaders use
the platform, yet only 5% pay for Premium.
The gap wasn’t awareness. It was fit.
UXR Insights
From research across 50+ interviews and behavioral data we learnt, Small businesses...
We identified three core “Jobs to Be Done”
Market
Build visibility and credibility
Sell
Find and convert new prospects.
Hire
Grow a trusted team efficiently
Current Offerings
Business
Best for solopreneurs and leaders to build their brand
Sales Navigator
Best for sales professionals
Recruiter
Best for hiring professionals
Existing SKUs were designed around job functions, not for the small business owner who does
all of them at once.
This insight shaped our guiding question...
How might we
Turn LinkedIn into the one place where small businesses can sell, market and hire to grow their business,
I partnered with product, marketing, and monetization teams to shape the experience and value proposition of a new SKU.
From defining the customer journey to visualizing how sales, marketing, and hiring could coexist in one Premium tier.
New Offering
Approach
Rather than building new tools, we orchestrated existing ones into a single, outcome-driven flow:
Onboard with purpose: Auto-detect your company, industry, and top goals.
Guide by action: Personalized daily insights and AI-curated leads.
Reward visibility: Boost and hire credits tied directly to progress.
Impact
-
The Premium Small Business SKU (PBS) launched as part of LinkedIn’s FY25 Premium lineup, bridging “Business” and “Sales Navigator” into one unified solution for small business growth.
-
In just 6 few weeks, the plan reached over 18,000+ signups, hitting early rollout targets ahead of schedule and signaling strong product-market fit.
-
The new plan drove a 25% faster conversion from free trial to paid subscription, a key early indicator of perceived value and clearer ROI from day one.
Premium Business Suite is on track for full rollout by Q1 FY26.