Facebook · 2020–2024
Designing for growth and engagement at billion-user scale
Across notifications, video, birthdays, feed, and live audio, I moved work forward within large cross-functional teams while keeping sight of the Facebook experience people encountered as a whole.
- Role
- Product designer
- Timeline
- 2020 & 2021 · Internships
2022–2024 · Full-time
- Scope
- Growth and engagement surfaces
- Skills
- Product design
Prototyping
Systems thinking
My experience
Many teams. One Facebook.
Every product team had its own goals and metrics, but people experienced one Facebook. My role was to move work forward while balancing a team’s metric wins with building a cohesive product.
The work
Driving a product forward
My work spanned different teams and surfaces, but fell into two themes: growth that helped people reach and revisit Facebook, and consumer engagement that kept its social flywheel moving.
Growth
Designing when and how Facebook should ask people to turn on notifications, log in, or visit the app from the open web.
01 · Reachability
Prompt people at contextual moments
A generic permission prompt feels like noise. I designed contextual moments that connected the request to what someone was already doing, so the benefit of turning notifications on was easier to understand.
02 · Off-platform entry
Improve the logged-out experience and create a path into the app
For people arriving from outside the app, I designed a better logged-out video experience and app-entry moments. They could watch what brought them there, then choose whether to continue in the app.
Read the Video Off-Platform case study →
Consumer engagement
Designing participation across live audio, birthdays, and feed while keeping each experience connected to the wider product.
03 · Live audio
Bring Live Audio Rooms to the web
As an intern on the listener experience, I helped bring Live Audio Rooms to the web by designing how people discovered a room and moved between full-screen, in-feed, and minimized listening. Because timing and state were central, I used interactive prototypes instead of static screens. The web experience launched publicly in the U.S. in 2021.
04 · Birthdays
Design one moment across several surfaces
Birthdays appeared in notifications, feed, profiles, and creation. I designed for the shared moment rather than treating each surface as a separate feature, including ways to celebrate before the day arrived.
05 · Feed
Use social context to make recommendations relevant
I built and tested ways to bring social context into Feed, then explored what that context could help people do next.
How I worked
Communication and rationale drove the work forward
Communicate the decision
I used PRDs, working sessions, reviews, and prototypes to make the problem, rationale, and interaction concrete. The artifact changed with the audience, but its job was always to help the team decide and move.
Root the rationale in principles
When I brought work to partner teams, I grounded the rationale in shared principles. When teams brought work to me, I evaluated it against my team’s principles and domain knowledge, then used that context to ask sharper questions and guide the decision.
Reflection
What I learned
Build for the end user
Product teams pursue metric wins. The user experiences the combined result, so the work had to balance what moved the product forward with what was genuinely useful for the person receiving it.
Make the next decision clear
At large scale, progress came from finding the smallest decision worth testing or shipping. PRDs and prototypes helped make that decision concrete.