Case Study

LinkedIn Admin Center

Designing LinkedIn's first unified B2B admin platform from zero — contract & billing management, people management, and the infrastructure to hold it all together.

Role
Founding Designer → Design Manager
Timeline
~2.5 years
Platform
Web · Desktop-first
Scope
Contract & Billing (0→1) · People Management
LinkedIn Admin Center contracts view
Business Impact
100K+
admins activated in first two quarters
19%
reduction in billing support cases
62%
fewer support cases from activated admins
$240M
estimated self-serve value over 5 years
The Goal

Give B2B customers one place to manage everything they bought from LinkedIn.

~90K billing support cases per year, 80% with clear self-serve potential. Everything — contracts, billing changes, user management — routed through account reps. Business Hub was LinkedIn's answer: a unified admin platform that lets customers handle their entire post-purchase relationship without calling support.

My Role & Scope

Founding designer, then design manager across the full platform.

Phase 1 — IC Designer (2 quarters): Sole designer. Owned research, information architecture, navigation, and end-to-end design for Contract & Billing from zero.

Phase 2 — Design Manager (2 years): Led the team through People Management, consolidating tools from Account Center, Business Manager, and line-of-business tooling into a single role-appropriate experience.

Users

Two customer segments, three admin roles within each.

SMB
Founder or small ops team managing a handful of seats. Wants simple, self-explanatory flows — minimal configuration, no manual required.
Enterprise
L&D or procurement team managing thousands of licenses across multiple lines of business. Needs role separation, auditability, and multi-contract support.
Admin role
Full Stack Admin
Full access across billing, contracts, and people management. Typically the account owner or primary IT contact.
Admin role
People Admin
Can add, remove, and manage seat assignments — no access to billing or contract details.
Admin role
Billing Admin
Can view and manage invoices, payment methods, and contracts — scoped to financial actions only.
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