Launch short form videos on Facebook
Define the entire product experience, including integration with Instagram Reels, and launch all features globally.
Duration: Spring ‘20 - Summer ‘21 (~1 year)
Role: Senior Product Designer
In 2020, short-form video was exploding. With no product in the space, there was an opportunity to introduce a new way for people to connect, as well as drive massive growth, for Facebook.
OPPORTUNITY AREAS
Integration
How might we leverage the recent Instagram Reels launch to increase adoption?
Engagement
How might users engage with a cross-platform format in familiar ways?
Creation
What’s the most intuitive sharing model to introduce people to this new format?
Consumption
How might help people discover reels, return for more, and find their own in a busy app?
Integrating reels content for a unified strategy across Meta
In collaboration with Product, I defined the system proposed and approved by Meta leadership— balancing strategic considerations such as inventory growth, creator benefits, user comprehension and system complexity.
Establishing familiar ways to create
Balancing users’ sharing mindsets with adoption plans, my goal was to find the right system to help them learn how to create, who they reach, and how their content is distributed across Facebook.
Making cross-app engagement easy
Engagement is a key motivator for creators when sharing. I explored different models that supported cross-app interactions, including feedback aggregation, feature parity and transparency.
App-wide consumption opportunities
To help people confidently find reels, including their own, I collaborated with designers across Facebook, setting up sprints to deliver new components or expand on current ones.
A new way to share on Facebook— including an entire new product pillar
My work delivered outsized impact across multiple company priorities, accomplishing our goals of seamless integration, finding PMF and shipping a full feature baseline.
OUTCOME
Deliverables included end-to-end product flows across the 4 opportunity areas, which I fully owned, as well design guidance for how to evolve and expand beyond launch.
PROJECT DETAILS
My Role
Develop integration strategy with PMs
Develop artifacts for Meta Leadership review
Identify opportunities within problem space
Set Facebook-wide vision with other designers
Prioritize workstreams with PMS
Lead time-wide brainstorms
Develop studies with UX Research
Design POV owner in Privacy & Legal reviews
Lead & support sprints
Own end-to-end designs
Create high-fidelity prototypes
Support Eng team with implementation
Iterate based on Data readouts
Team Composition
2 Product Designers
2 Product Managers
1 UX Researcher
1 Content Designer
1 Eng Manager
10+ Engineers
1 Data Scientist