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
Badge placement variations from executive rounds
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
