Facebook Home
Content design lead for creation and sharing experiences across Feed, Stories, and Reels. I supported multiple 0 → 1 projects, championed content experimentation, and developed content standards to scale our language patterns.
Renaming News Feed to Feed
I initiated and secured buy-in on one of the largest renames across Meta. News Feed had been the name of Facebook’s main surface since its inception over 15 years ago. This effort has been over 2 years in the making and truly taken a village.
Goal: Simplify and clarify naming for a legacy product, given the evolution of the surface and an opportunity to better align with users’ mental models.
Approach: Developed a compelling content proposal and strategy, which included research insights, rationale, and a robust validation plan. I crafted the narrative and drove alignment with cross-functional teams and senior executives.
Impact: These naming changes are currently being rolled out across thousands of instances on and off Facebook.
It was awesome to see this content win covered by news outlets such as TechCrunch and The Verge.
Facebook to Instagram Stories Sharing
Goal: Build a new cross-app sharing experience for sharing Facebook stories to Instagram.
Content Focus: Education, onboarding, cross-app language standards
Approach: Since this upsell appears during the sharing flow, we needed to ensure users would be aware of their sharing destination, identity, and settings. It was important to leverage data insights to get signal on the clarity of the copy and whether users understood what they were opting into. Making our educational touchpoints as contextual as possible also helped reinforce the feature.
Impact: Just one week after launch, this feature grew to the second highest performing Stories sharing flow.
iOS 14 Camera Permissions
Goal: Champion a content-first approach to educating users on the new iOS14 privacy settings.
Content Focus: Information architecture, education, consent flows
Approach: Informing users before they make their decision would help them understand their privacy options and set expectations. After many iterations, I landed on messaging that was transparent and that presented both options equally. I drove content through multiple Privacy, Legal, and Product reviews to ensure this was a clear consent flow and aligned with our cross-app strategy.
Impact: I turned around content for the end-to-end flow in just 1 week to enable the team to hit our milestone. This interstitial helped mitigate the overall risk to the ecosystem and we were able to validate user comprehension.
Feed Layouts
Goal: Develop naming strategy for new expressive formats for photo and video posts.
Content Focus: Naming, localization
Approach: Drove the naming process for photo and video layouts. I worked with localization to vet naming options and explored a spectrum of descriptive and abstract names that would scale. I also persuaded Product to run tests without labels to understand whether or not they add value as we continue to add more options in the future.
Design Guidelines for Stories
Wrote design guidelines for external developers to reference when building on Facebook Stories. These include accessibility, visual design, and content principles.
Other Projects
Mission, Vision, Values
I’ve run vision-to-values workshops that have brought together over 90 cross-functional partners to create mission and vision statements. I developed a scalable and actionable framework as a resource for other content designers and product teams to run them independently.
Content Experimentation
I develop educational courses for content designers on how to leverage A/B testing to showcase the impact of content and strengthen our decisions.
Content Engineering
As a content engineering lead, I help other content designers uplevel their technical skills and fix strings directly in code.