Meta Platforms
Facebook Young Adults Engagement
Six re-engagement concepts for young adults on Facebook — all six moved into development.
6/6concepts adopted by leadership and moved into development
3concepts fast-tracked for market testing in early 2021
Network curation concepts
Content discovery prototypes
Community building flows
- My role
- Design Lead
- Timeline
- Sep – Nov 2020 · 6-week sprint
- Status
- Concepts in development
- People
- IDEO design and prototyping team
- 20+ Facebook product leads across the main app
The challenge
Facebook was losing cultural relevance with 18–29 year olds. The main app team needed app-wide answers, not another feature.
My role
Design lead — managing stakeholder dynamics across 20+ product leads, fully remote, mid-pandemic.
The work
A 6-week sprint produced six high-fidelity interactive prototypes addressing network curation, content discovery, and community building on the world’s largest social platform.
The impact
All six prototypes were adopted by leadership and moved into development — triggering organizational restructuring and additional resource allocation, with three concepts fast-tracked for testing in India in early 2021.