Ethan Vasquez
Product Designer

Facebook Feed Promotion to Increase Connections

Messenger Kids

Problem

Parents aren’t adding contacts for their kids after onboarding because they don’t know where to do so or who is available.

We want to retain new users and kid connections are one of the biggest factors controlling retention. Kids who aren’t connected to their friends and family will use the app less and are likely to switch to another app or service where they can reach all of their close contacts.

83%

of friend requests are sent during onboarding

48%

of new users without Kid-to-Kid connections churn in the first week

Goals

User (Parent):

Increase the discoverability of friending to make it easier for parents to see available contacts and add contacts for their kids.

User (Kid):

Increase the number of meaningful connections that kids have on Messenger Kids so that they can contact their closest friends and family in the app

Business:

Increase kid engagement and retention with the Messenger Kids app.

Product:

Uphold product values of safety first and parental control and maintain user trust and privacy.

Scope

There are various levers that the team identified to solve this problem, however, we wanted to choose the highest impact, easiest to execute option to build as an initial test.

When comparing the different levers, we concluded that the Parent's Facebook Feed would be the best option and this would be the focus area for this project.

Design Process

Design Considerations

Challenges

  • Maintain parent trust and kid safety - protect sensitive kid information and ensure that parents are comfortable with this info in Facebook feed

  • Ensure parent comprehension - parents need to understand that the promotion they are seeing is for adding contacts for their kids on Messenger Kids and not for themselves or other Facebook users

  • Maximize performance - connections are an essential element to the value provided to users and are key to Messenger Kids’ success

Constraints

  • Legal requirements - can’t show kid profile picture in feed (make longer so that it is 2 lines long)

  • Design system compliance - compliant with Facebook and Messenger Kids design systems

  • Time and resource limitations - fast turnaround required so utilize and / or modify existing Facebook feed elements

Initial Explorations
Facebook feed quick promotion options

Facebook feed quick promotion options

Selecting the appropriate quick promotion

There are various different types of promotions that can be utilized within the Facebook Feed, however, selecting the most appropriate mode of communication for both

Facebook feed unit options

Facebook feed unit options

Selecting the Feed Units that fit our needs

You can write here as much as you want, this text will always look nice, whether you write longer paragraphs or just a few words. Click here and try it out.

Challenges

  • Maintain parent trust and kid safety - protect sensitive kid information and ensure that parents are comfortable with this info in Facebook feed

  • Ensure parent comprehension - parents need to understand that the promotion they are seeing is for adding contacts for their kids on Messenger Kids and not for themselves or other Facebook users

  • Maximize performance - connections are an essential element to the value provided to users and are key to Messenger Kids’ success

Constraints

  • Legal requirements - can’t show kid profile picture in feed (make longer so that it is 2 lines long)

  • Design system compliance - compliant with Facebook and Messenger Kids design systems

  • Time and resource limitations - fast turnaround required so utilize and / or modify existing Facebook feed elements

Facebook Feed Promotion to Increase Connections

Wireframes

Example

At the beginning of my design process I created wireframes for testing purposes.

Guiding Questions

  • Why was it useful to do this?

  • What kind of wireframes did you make?

  • Low fidelity or high fidelity?

  • What tool did you use for this?

  • Did you use them for testing?

  • How many iterations did you have?

Facebook Feed Promotion to Increase Connections

UI Design

Example:

Once I tested out all usability mistakes, I started designing the final screens in Sketch.

Guiding Questions:

  • What kind of visual style did you follow? (Fresh, corporate, dark, light?)

  • What inspired you to use this style?

  • Did you follow any guidelines? (Material Design, iOS Styleguide, etc?)

  • What platforms did you design for?

  • Which details really fill you with pride?

  • How does your final design reflect your learnings about your users?

  • How does this design help achieve business or user goals?

Don't forget to show some results

What have you learned from this project?

Explain what you had learned, experienced, or simply how you felt during the project.

  • What were your biggest fears, problems, struggles?
  • How did you overcome them?

Being honest is a good thing, it means that you are aware of what you’re doing.

100
Iterations
42
Screens
20%
More users
100
cups of coffee