As a company co-managed by a woman, and about 40% of women workforce in the design team and the company overall, we had a unique perspective & expertise to bring to this project. Our aim was to provide user-centric designs while balancing the business vision of our customers. While we empathize with our end-users, we also made sure that our designs support business expectations. A major challenge with the design was to build a differentiator against the many social and professional networks that were already popular in the market. While preserving the familiarity of what people have come to expect from a social network, we had to build differentiation with features like profile videos, coaching and mentoring programs, all the while focusing on an attractive yet not overwhelming UI designs and patterns.