My team is responsible for preventing harm on LinkedIn, which includes solving for fake accounts. Over the years we’ve  launched several features to solve for fake accounts (refer my other case study - reducing fake accounts on LinkedIn), and those acted as a catalyst to what is now, Verifications on LinkedIn.

LinkedIn aims to be the primary and trusted professional identity for its members and organizations. My team contributed to this business goal by building Verifications on LinkedIn, which included identity verification, workplace verification, and pages verification, and several other features for adoption. To boost verifications, we’ve launched several growth experiments such as making more contextual entry points that clarify the value of verifying.

I’ve been playing the role of a coach and collaborating with stakeholders in initiating new ways for verifications to grow and meet our targeted impact.Today we have over 25M verified members, and over 4k verified company pages.

Most other social media platforms already have verification, yet Verifications on LinkedIn wasn’t the same. Principally, LinkedIn wanted to enable everyone to be able to verify. These two characteristics of verification defined our approach

The second part made it most challenging as it involved a change in existing mental model that people have developed from their experience with other social media networks. We carefully crafted the verification icon to be recognizable, and used information design to clearly communicate these differences.

LinkedIn partnered with CLEAR in North America, a trusted company in identity verification, and established similar partnerships with other verification providers in APAC and EMEA. By integrating with established third-party services in the verification space, LinkedIn ensured a credible and efficient verification process.

Our team designed the verification flows while working closely with the external partner's design team to create a simple and transparent experience.

We created a straightforward verification onboarding process that members could complete in minutes. The upsell screen clearly displayed available verification methods and their completion times, setting clear expectations upfront. We designed the bookend screens to effectively communicate both the process and benefits of verification.Through careful attention to content, iconography, and text hierarchy, we designed screens that embodied our principles of transparency, equity, and simplicity.

The launch of verifications generated significant media attention and has clearly elevated authentic accounts, leading to increased trust on the platform. As we continue to evolve this feature, our design decisions continue to be guided by our core principles of transparency, equity, and simplicity.

I'm proud of our growth over the last year—we've reached over 25M verified members and over 4k verified company pages. We have several enhancements and developments under the hood that I’m excited about.