LinkedIn Verifications

Proactive defense against fake accounts using cutting-edge verification methods

The Problem

LinkedIn's reputation as the most trusted social media platform was under threat. Rising fake accounts and generative AI were eroding trust, causing:

Member skepticism about profile authenticity
Recruiter concerns when evaluating candidates
Platform credibility at risk despite being historically most trusted since 2017

The Challenge

Maintain LinkedIn's position as the most verified social platform while making verification accessible to millions.

My Role

Led product design strategy for the entire Verifications project

Managed 2-3 designers across multiple product lines
Designed verification flows and badge placement systems
Navigated contentious executive discussions on badge placement
Coordinated cross-functional alignment across different teams

Figma shared across the organztion to help cross-functional alignment

The Solution

We developed a comprehensive verification system with three main approaches:

Three Verification Types

Identity verification - ID + live photo via CLEAR & Persona partnerships
Workplace verification - Email-based company confirmation
Education verification - Email-based school confirmation

Strategic Framework: Three Tracks

Access Track

Goal: Make verification available to majority of LinkedIn members

Designed inclusive system with multiple verification options
Created flows accommodating different member circumstances

Sankey flow diagram showing verification paths

Adoption Track

Goal: Create engaging entry points for verification discovery

Optimized interactions and content through iterative testing
Built pipeline driving members through all 3 verification types

Data funnel prototype showing drop-off points

Value Track

Goal: Demonstrate verification benefits to members

Most challenging track - required showing value before network effect kicked in
Navigated contentious badge placement discussions with leadership
Final design follows social media conventions (icon next to name)

Badge placement variations from executive rounds

Key Challenges & Solutions

Executive alignment on badge placement:

Highly contentious discussions over where to display verification

Solution: Designed multiple variations, tested approaches, landed on social media standard placement

Scale complexity:

Designing for millions of members across different verification types

Solution: Created flexible system accommodating various member situations and use cases

Demonstrating value pre-network effect:

Hard to show benefits when few members were verified initially

Solution: Focused on trust and authenticity messaging while building toward network effect

After one year since its launch of Verifications, LinkedIn had become the most verified social-media network platform. We had enabled access to verification to 930 million members worldwide and had 48 million members verified.

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Proactive defense against fake accounts using cutting-edge verification methods

The Problem

LinkedIn's reputation as the most trusted social media platform was under threat. Rising fake accounts and generative AI were eroding trust, causing:

Member skepticism about profile authenticity

Recruiter concerns when evaluating candidates

Platform credibility at risk despite being historically most trusted since 2017

The Challenge

Maintain LinkedIn's position as the most verified social platform while making verification accessible to millions.

My Role

Led product design strategy for the entire Verifications project

Managed 2-3 designers across multiple product lines

Designed verification flows and badge placement systems

Navigated contentious executive discussions on badge placement

Coordinated cross-functional alignment across different teams

The Solution

We developed a comprehensive verification system with three main approaches:

Three Verification Types

Identity verification - ID + live photo via CLEAR & Persona partnerships

Workplace verification - Email-based company confirmation

Education verification - Email-based school confirmation

Strategic Framework: Three Tracks

Access Track

Goal: Make verification available to majority of LinkedIn members

Designed inclusive system with multiple verification options

Created flows accommodating different member circumstances

Adoption Track

Goal: Create engaging entry points for verification discovery

Optimized interactions and content through iterative testing

Built pipeline driving members through all 3 verification types

Value Track

Goal: Demonstrate verification benefits to members

Most challenging track - required showing value before network effect kicked in

Navigated contentious badge placement discussions with leadership

Final design follows social media conventions (icon next to name)

Key Challenges & Solutions

Executive alignment on badge placement:

Highly contentious discussions over where to display verification

Solution: Designed multiple variations, tested approaches, landed on social media standard placement

Scale complexity:

Designing for millions of members across different verification types

Solution: Created flexible system accommodating various member situations and use cases

Demonstrating value pre-network effect:

Hard to show benefits when few members were verified initially

Solution: Focused on trust and authenticity messaging while building toward network effect

After one year since its launch of Verifications, LinkedIn had become the most verified social-media network platform. We had enabled access to verification to 930 million members worldwide and had 48 million members verified.