![]() ![]() “They’ve done a lot of work beyond the homepage, and they’ve absolutely done it in their own way,“ Marcu says. Outward appearances notwithstanding, LinkedIn’s redesign hews to the platform’s prim, businesslike sensibilities. So Facebook is email now? “That’s kind of a cop out,” says usability researcher Gabriela Marcu, of Drexel University. If someone were to create a new email application, you would expect it to look and feel like email, and for it to leverage interaction patterns that are standard to the industry.” ![]() “From a design perspective, you don’t want to create a whole new paradigm for how you interact with that model. The types and interactions and behaviors you see on the platforms are similar,” Parnell says. “The goal with this design was to simplify and create focus.” The best way to do that was give users an experience they already understand. “We’re a social network, Facebook is a social network. “It was hard for people to understand what to do,” she says. People know how to use Facebook, but even Hoffman once called the old LinkedIn “ confusing.” Amy Parnell, the company’s senior director of experience design, was more charitable when she said it had “too much noise, too much cognitive load.”
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