SUMMARY

Turning a 50% drop off into +150% New Users

Facebook Gaming was facing a 50% drop off rate at a game’s terms of service screen. This screen appears each time a user starts an unplayed game session. Over the past 5 years, the team has tried and failed to create a successful solution, until I found a way.

Role

Sr Product Designer

Year

Mar - Oct 2023

Skills

UX · Visual · Prototype

THE PROBLEM

Users distrust Facebook with their data and their friend’s newsfeed.

Insights learned from researchers and engineering; users do not trust Facebook with their data and worry about spamming their friend’s feed with game posts or notifications. For a platform catering to low-intent users the experience feels very heavy.

HOW MIGHT WE

01.

Meet users where they’re at, gamify a heavy experience

SOLUTION

Mimic a game’s character creation experience. I designed “character personas” that group visibility preferences to a desired experience.

REASON

Knowing our users are gamers and to give a sense of personalization, I replicated a RPG experience. Since YA sessions increase with video content I tried a IG Story design. These explorations led me to the final bottom sheet design.

EXPLORATIONS

02.

Build trust through transparency

SOLUTION

I used a List Cell highlighting the user’s preferences with the ability to edit. Displayed the benefit of zero permissions and where they can make changes out of game.

REASON

Facebook's small text and "Edit this" link may seem like an attempt to access data sneakily. I made our request clear and apparent, allowing users to easily adjust their game profile and visibility settings, giving them control.

ADDITIONAL CHALLENGES

01.

Setting boundaries with XFN so I can design

ISSUE

Legal and Privacy often overstepped and attempted to dictate design. They had required elements that were important to them but provided little value to the user.

SOLUTION

I had to set boundaries by speaking with the team to guarantee solutions for their needs but require space to do my job. Asked for hard requirements and less personal opinions.

02.

Controversial iconography, too many cooks

ISSUE

Legal requirement to brand our zero permissions games. Unfortunately our Visual Systems team stopped making new icons in 2023. Design reviews became a never ending cycle of opinions around the icon.

SOLUTION

Selected the best available option, not the perfect one. Audited the entire app and worked with the VS team and found a deprecated icon. To gain support, I emphasized the significance of not conflicting with other parts of the app.

OUTCOMES

Stronger game studio partnerships and more investment from Meta.

  • Meta wants to expand Zero Permissions to all games

  • New Users +150%, highest +300%

  • Daily Active Users +47%, YA +26%

  • Global Game Sessions +30%, YA +20%

  • Play Time Spent +5%

  • Play Gross Revenue +16% over 2 months. 2.2M

LEARNINGS

I validated my belief on the importance of transparency for users. I stood against XFN that wanted less elements in the bottom sheet because they believed less is always more. By standing my ground I proved that to be false and designed a better solution.

IN-PROD RECORDING

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