FACEBOOK LIVE THEMES
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FACEBOOK LIVE THEMES ✌️
KEY HIGHLIGHTS
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DESIGN LEAD
I lead three teams with as many as 15 people at any given point.
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#1 Theme
Created the top performing FB Live Theme and structured a framework to build more.
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Zuckerberg 👍
Mark presented it internally to Facebook as a great example of product design.
OVERVIEW
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CONTEXT
Facebook approached ustwo with the task of making Facebook Live fun and engaging.
Per the arrangement I became a contract employee for Facebook.
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MY ROLE
I was Design Lead. There were three teams I led - the team from Facebook, the ustwo design team, and The Mill (a design agency brought on for visual and motion work).
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GOALS
1. Increase watch time on Facebook Live.
2. Increase number of reactions on FB Live.
3. Create a framework that others can build themes on.
MY APPROACH
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Framework
A deep dive into the user base and business allows us to identify themes and patterns and create a framework to build around.
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Explore
Next, explore the solution space, prototype, ideate and settle in on winning ideas using the framework.
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Build And Brand
Refine the winning idea, build it with a heavy focus on the personality of the brand.
KICKOFF
I led a kickoff with the entire team (ustwo, Facebook, and The Mill). The goals of the kickoff were to:
Establish a team feel amongst all the different parties
Settle on common goals and metrics
Get an overview of the research done by Facebook's internal user research team
Have an ideation session to kick out initial ideas.
The ideation session was a great tool to dig deeper into not only the ideas team members thought would be good solutions, but more so the underlying reason why it would be a good idea.
“WhAT MAKES THAT INTERESTING?”
DEFINING THE PRODUCT AND FRAMEWORK
Armed with research, I wanted to create a framework of what would make a successful concept. Every idea would be measured against this framework. Our core framework pillars:
Audience Engagement
Getting the audience to be involved beyond just liking.
CLEAR BEGINNING, MIDDLE, END
I know what to do, and when I am done.
EMOTIONAL DISRUPTION
The broadcast encourages spikes of emotion.
LENGTH OF BROADCAST
The longer the better.
SIMPLE TO GET STARTED
I don’t need anything to get started.
VISual Elements
Cool effects, animations, and visuals.
DIVERGE: GOING WIDE WITH SKETCHES
We sketched a ton of ideas, refined existing ideas, and scored them on the framework above.
The team collaborated closely and through multiple rounds of prioritization and ideation discussing the strength and technical feasibility of ideas we were able to remove many ideas and would further refine the rest of the ideas.
FOCUS
REFINE & PRESENT
For all the remaining ideas we used Sketch to flesh them out in more detail. We used the above framework and created over 50 ideas to present to Facebook.
Below is an example of what one idea would look like after refinement.
CONVERGE: GETTING TO A SOLUTION
Leaning into the framework and with a sense of what we can realistically build, we selected an idea called THIS OR THAT.
“THIS OR THAT” DESIGN DETAILS
Below are a couple wireframes showing the flow of “This of That”
“THIS OR THAT” BRAND DETAILS
We wanted to push the branding and create one that is fun, engaging, and has personality.
THE FINAL RESULT
This or That was released on April 18th, 2017 during Facebook’s f8 Developer conference.
Here is a sample video recorded from a Live broadcast.
Mark Zuckerberg presented this internally (and even used it himself!) to Facebook as an example of a great product and what he wants to see more of on the Facebook Camera Platform.
As an agency we didn’t have direct access to the numbers but the lead product manager told us: “in terms of numbers (engagement, time) it’s the best effect.”
LOOKING AHEAD
It's great when a product is shipped, but software is never done. Through early testing we knew if we could include your friends in the broadcast it would boost engagement.
We also had a request for audience insights. We started to mock these up to get ready for a V2 launch.
