Facebook Reels
One of three content designers who owned end-to-end content for Facebook Reels from inception to launch. I drove the strategy for value props and positioning, product education, and creation experiences.
Audience Model
Goal: Introduce a new default privacy model into the sharing ecosystem for the new Reels format.
Content Focus: Naming, positioning, education/onboarding, privacy, localization
Approach: It was critical to land on language that prioritized user agency and helped users understand the implications of sharing publicly. In this onboarding experience, our goal was to be as transparent as possible and use visual cues to reinforce controls and options. User research and localization insights were key inputs to validate this approach.
Promotional Messaging
Goal: Inspire users to create reels and drive adoption of popular creative tools.
Content Focus: Education, content testing, positioning
Approach: I wanted to push the boundaries of our tone and lean into the playful, fun nature of the product. I explored a wide range of options and worked with Product Marketing to ensure our in-product messaging aligned with external positioning as well.
Creative Tools
Goal: Build a foundational creation experience for Reels.
Content Focus: Education, onboarding, naming
Approach: I developed an educational framework with design principles to guide our onboarding strategy. It enabled the team to make decisions about when and where additional content (e.g. labels) would add value rather than increase cognitive load.
Other Projects
Value props & positioning
I led a positioning workshop with Reels content designers and product marketing managers across Facebook and Instagram to determine where we should align and diverge around core value props. This ultimately served as a tool to guide larger product strategy discussions and sprints.
A/B content testing
I proposed multiple content A/B tests for certain messaging where we were pushing the boundaries of our voice and tone. I also partnered with Marketing Research to assess our key messages with users.
Education / onboarding
Introducing Reels as a new format alongside Feed and Stories was challenging. I helped identity key differentiators for each and how we might leverage content to ensure users understand the various formats.