SOCIAL MEDIA

Rethinking Creator Navigation

Year

2021 - 2022

Company

Meta

Role

Product Design

Background

Creators on the Facebook app found the navigation system fragmented and confusing, making it hard to locate essential tools such as messaging, Help Center, and creation options. The app had multiple, inconsistent composer entry points scattered across the interface:

  • A creation bar at the top of the feed

  • Tabs for Stories, Reels, Rooms, and more below

  • Different buttons for different content types

This complexity slowed down creators, frustrated their workflows, and impacted their ability to post consistently.

The Opportunity

Saw an opportunity to streamline creation flows by prioritizing the tools creators use most while minimizing distractions from irrelevant features. By simplifying navigation and providing a clear, persistent creation point, the goal was to help creators express themselves easily and efficiently.

Solution

To empower creators and reduce friction, we redesigned the navigation experience to prioritize creation and the most-used tools. Goal was to:

  • Streamline navigation by reducing scattered entry points

  • Provide a persistent, clear creation entry for faster content posting

  • Tailor the experience to creator workflows by elevating essential tools while minimizing distractions

This approach laid the groundwork for a scalable system that adapts to the evolving needs of creators on the Facebook app.

Fixed Tab with Persistent Creation

I re-designed a fixed bottom navigation bar featuring the most-used creator tools:

  • Home

  • Professional Dashboard

  • Notifications

  • Bookmarks

  • Persistent Create Button for fast entry

This ensured creators could quickly access critical tools without hunting through multiple menus.

Universal Composer

I also introduced a Universal Composer accessible from the persistent creation button, allowing creators to:

  • Create Posts, Reels, Stories, Rooms, and Live Audio from a single entry point

  • Reduce decision fatigue from scattered options

  • Future-proof the system to customize composer options for business and professional accounts

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Outcome

The redesigned navigation and Universal Composer increased creator engagement and post volume:

  • +1.6 posts per user on average, with ±1.2 variation

  • +1.3 Feed posts per user on average, with ±1.3 variation

  • +4.8 Reels posts per user on average, with ±10.1 variation

  • +24% increase in 28-day active engaged users, with ±1.9% variability

The project successfully launched to all creators with Professional Pages, making it easier for them to create, manage, and grow their presence on the Facebook app.

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