If you were VP Product of LinkedIn: how would you solve this

product strategy PM question

Defining the Problem

Messaging is central to LinkedIn's professional value prop - networking, job outreach, deal-making.
The question is whether isolating it into its own dedicated space would improve the user experience or create friction.

Goal:
Decide if spinning out Messenger will improve:

• Communication efficiency

• User engagement

• Monetization opportunities
  …without sacrificing user retention or diluting the core product experience.

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Understanding the Actors

• Heavy networkers: recruiters, founders, sales professionals using Messenger daily

• Passive users: occasional responders or job seekers

• Content consumers: folks who visit LinkedIn mostly to scroll or read

• Product & ad teams: concerned with time-on-platform and monetization impact

• Messaging team: focused on UX, delivery, open rates, and utility

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Key Hypotheses to Test

1. Faster, more focused messaging = more engagement
   A stand-alone app might reduce friction for power users who want Slack-like utility.

2. Integrated experience drives network effects
   Messenger inside the main app keeps users engaged with both content and messaging.

3. App switching may cause drop-off
   For casual users, adding another app might hurt usage rather than help.

4. Messaging is a feature, not a destination (yet)
   Does the messaging experience merit its own real estate?

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Experiments & Data Needed

• Usage segmentation:

  • % of users who message daily/weekly

  • Avg session time in Messenger vs Feed

• Heatmaps and retention metrics for messaging tab

• Funnel data for message-based actions (e.g., job replies, follow-ups)

• In-app messaging NPS vs hypothetical standalone concept (via surveys)

• A/B test: Mini progressive web app for power users with only Messenger

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Design Options

Option 1: Keep Integrated (Default)

• Seamless with profile, content, jobs, and notifications

• Lower user churn
  - May not meet speed/depth expectations for high-volume users

Option 2: Stand-alone App

• Faster, focused, optimized UX (like WhatsApp/Slack)

• Potential to monetize (e.g. LinkedIn Premium Chat, InMail Packs)
  - Adoption risk
  - Friction switching between main app and chat

Option 3: Hybrid Strategy

• Keep Messenger in the main app

• Offer a separate “LinkedIn Messenger Pro” for heavy users

• Ensure perfect sync across both

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Trade-offs to Consider

• Speed vs. simplicity: Is a faster experience worth fragmenting?

• Power users vs. mainstream: Does the 1% of heavy users justify a full spinout?

• Ecosystem engagement vs. task completion: Does switching apps hurt or help?

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Metrics for Success

• Daily active messaging users

• Avg response time

• % of messages that convert to actions (connect, follow-up, job click)

• Retention for heavy users (comparing integrated vs. standalone beta)

• NPS of messaging experience

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Decision Framework

• If <15% of users drive >60% of message activity AND they demand deeper features (filters, faster load, integrations) → Consider standalone

• If messaging mostly supports the ecosystem (e.g., job outreach, post replies), and adoption drops in standalone beta → Stay integrated

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Balaji Rao