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Meta Horizon Store

Problem

The Horizon Store is the destination for games, apps, and worlds designed for the Meta Quest headset. It is accessible in MR, through a companion app, and on the web store. Through our merchandising program, the Store promotes thousands of sales, launches, and curated collections continuously. However, we faced a challenge in creating these promotions at scale. The creation of our bespoke cover art, which outperformed standard game art in testing, was a significant drain on efficiency and resulted in inconsistent branding.

Solution

We developed a design system grounded in our brand guidelines, providing a standardized framework for merchandising layouts and compositions. This established specific styles and framing techniques. We then engineered an automated system for generating cover art promotions from developer-submitted art, enabling us to create at scale. For high-tier merchandising moments that we still wanted customized art, we created a comprehensive Figma design tool. This tool enabled plug-and-play designing, allowing our brand designers to choose from multiple styles and seamlessly transform artwork into our signature design styles.

Enabling people to find games, apps, and worlds in the Metaverse

Using AI to connect people in need to people who can help.

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Facebook Sans

Problem

The Facebook app had been facing challenges with its visual appeal, with users finding it cluttered and lacking personality. In contrast, the Facebook brand had been developing a distinct visual identity through a custom typeface used in marketing materials. This presented an opportunity for Facebook to enhance the app’s visual appeal, strengthen its brand, and create a more cohesive user experience by integrating the Facebook Sans typeface into the product.

Solution

Following numerous rounds of user research and testing, we decided to incorporate Facebook Sans into key areas of the product, known as “sign posting.” These include prominent page headers such as Groups, Reels, and Marketplace. This design update created a visual rhythm, improved information hierarchy, and showcased our brand voice, all while maintaining optimal legibility. Additionally, this change paved the way for a high-impact project: redesigning the Facebook logo with this typeface.

Bringing branding to one of the most global apps

Standouts

Instagram Standouts

Problem

Instagram’s mission is to connect people through everyday creativity. However, despite young adults actively sharing stories and direct messages with friends, they do not feel that the platform brings them closer to their friends. Through research we knew young adults wanted to celebrate their friendships, but there was no dedicated experience to promote this. We hypothesized that by creating a brand-new experience to celebrate connections, we could increase their feelings of togetherness on Instagram and boost product engagement as well.

Solution

In collaboration with product marketing, we designed a personalized Story highlighting users’ meaningful connections with friends and creators, targeted at select global markets. This feature showcases fun facts, developed in close collaboration with UXR, such as the friend you send the most likes to and the friend you tag most often in stories. By celebrating these connections in a playful, shareable way, we reminded young adults of Instagram’s value by spotlighting the people and moments that make their experience special. This approach also boosted story creation and messaging.

Spotlighting the people that make each of our Instagram special

Covid-19 support

Covid-19 Support

Problem

As Covid-19 spread across the globe, people were thrown into isolation and panic. Suddenly, there was an incredible need for resources and support particularly from those most vulnerable to the virus. With this new void, many people started looking for ways to respond to their neighbors in need of assistance. At Facebook, we knew that people turn to our app in times of crisis. In this case, it was evident that people needed help as quickly as possible and from those nearby. Therefore we had the unique opportunity to connect those who needed help with those offering help.

Solution

We created an Offers and Request Help feature that allows people to post a request or offer for help to people in their geographic region. Using AI, we expedited the process of finding the right person for a request or offer by suggesting matches based off proximity and semantic similarities. The feature made it easy to volunteer to delivery groceries to a neighbor, request masks, donate to a local food pantry, or seek out information to navigate unemployment assistance. The tool has been scaled internationally to 30+ languages and is a key component in Facebook’s Covid-19 Information Center.

A simple way to connect people in need to those who can help

Using AI to connect people in need to people who can help

Messenger mentorship

Problem

Hellmann’s has been encouraging people to make the most of their leftovers for years in order to reduce food waste. 1/3 of food produced globally is wasted per year and 30% of that waste happens at home, while 821 million people worldwide are hungry. After years of awareness campaigns, they approached Facebook to partner to bring people together around cooking with their leftovers– that half an onion, day-old rice, and lonely egg. At Facebook, we had an opportunity to fulfill our mission of bringing the world closer together, tackle an important cause, and partner closely with a valued brand partner.

Solution

Working with a team of experts on food waste and the social gastronomy movement, we developed Fridge Heroes, the first Facebook Messenger Mentorship experience. Fridge Heroes creates a temporary connection between someone looking for cooking help and a chef who can tell them how to prepare a delicious meals with ingredients already in their kitchen. After using Fridge Heroes, users were 2x more likely to use leftovers to prepare a meal than those who had not engaged with it. The mentor conversations lasted an average of 18 minutes, which further signaled that people truly enjoyed the experience of cooking with a mentor on Facebook Messenger.

Reimagining and redefining existing products for social impact

Passion project

Beyonséance

Passion Project

Beyonséance

Problem

It was 2017. Beyonce had just launched her album Lemonade, completed her Formation world tour and given birth to twins. Not to mention, the singer performed at the Grammy’s fully pregnant dressed as a golden goddess. Her BeyHive was in full swing. As Halloween was approaching, it seemed liked the Hive was destined to connect with Queen B’s spirit.

Solution

Together with a few friends, I created Beyonséance, a spooky website to summon Beyoncé. The website beckons you to ask a ouija board your burning questions. Your answer is then revealed on the board by Beyoncé’s spirit. Through basic AI, we spooked people with Beyonce’s answers and provided a visual record to share her wisdom. The site instantly went viral with features in Time and Refinery 29.

Engaging an active community with a digital gift

Passion project

Girls Count

Problem

The ONE Campaign approached Droga5 to create a public outcry for the 130 million girls globally denied an education. ONE’s goal was to pressure politicians to commit a portion of their national budget to a global fund to send 40 million more girls to school by 2020. With Donald Trump’s recent election victory and the memories of the Women’s March still fresh, it was a ripe time to activate people around women’s and girl’s issues.

Solution

We answered ONE’s request by asking people to count every single one of the 130 million girls out of school. We developed a microsite for people to choose a number and learn about the girl behind that number. They then recorded a video counting their number. People all over the world rallied around these girls and shared “#GirlsCount.” Numerous notable people joined in such as Malala Yousafzai, Sheryl Sandberg, and Tracee Ellis Ross. The following year governments all over the world pledged funds to send 40 million more girls to school.

Girls Count legislations passed worldwide

Passion project

WeCan.Vote

Passion Project

We Can. Vote

Problem

After the Parkland shooting, two friends and I felt compelled to create something to contribute to the movement for gun violence prevention. We witnessed how the students of Marjorie Stoneman Douglas were inspiring the country to finally take a stand against gun violence. This led to a swelling of activism from teenagers and children around the cause. While those students currently were disenfranchised, in just a few years these students would be voters making our country’s decisions.

Solution

We conceived of WeCan.Vote, an election for those who are 18 and under. The site allows students to vote their current representatives and senators “in” or “out” based off their NRA rating. The site continually updated how many of our nation’s congressman and congresswomen were voted out. Due to the site’s impact within the community of gun sense activism, we were asked to be a partner in the March on The NRA led by March For Our Lives, Change The Ref, and Everytown for Gun Safety.

Creating meaningful tools for activists

Passion project