Joining Facebook Groups (Prompts)
Data shows that people who join groups on Facebook spend more time on the platform on average and are more engaged. I wrote dynamic prompts based on specific triggers (e.g., when the user updates their hometown or creates a profile) to inspire group adoption from the profile surface.
Ask
How might we inspire users who are new to Facebook or experiencing life changes to join groups?
Solution
Meet users where they are and seamlessly integrate group recommendations into the flow. Use light, fun language with a dash of personalization.
Process
Collaborated with product, research, design and engineering to align on a direction. Wrote and edited copy.
Impact
These prompts are currently in the experiment phase and should ship to the majority of users by the end of Q2 2021.
Shown if the user creates a new profile.
Shown if the user makes multiple updates to their profile.
Shown if the user only updates their hometown. If users scroll to the end of the recommendations, they’ll see a “See All” CTA.
Shown if the user only updates where they work. If users scroll to the end of the recommendations, they’ll see a “See All” CTA.
Shown if the user only updates their hobbies. If users scroll to the end of the recommendations, they’ll see a “See All” CTA.
Shown if the user only updates where they live. If users scroll to the end of the recommendations, they’ll see a “See All” CTA.
Shown if the user only updates where they [go/went] to school. If users scroll to the end of the recommendations, they’ll see a “See All” CTA.
Shown if the user only updates where they [go/went] to college. If users scroll to the end of the recommendations, they’ll see a “See All” CTA.
JOINING FACEBOOK GROUPS (Flow)
Based on research, we knew that users preferred that group recommendations be tied to an action they’ve taken. However, we decided to also run another experiment on profile where we show a prompt and subsequent flow to a specific group of users—those who are not new to Facebook but have yet to join a group. Our hope was to appeal to them based on their interests. We created the prompt from scratch, but decided to repurpose an existing flow.
Since helping more people see Facebook as a way to connect with more than friends and family and attracting and retaining young adults are company-wide initiatives, I brought the content more in line with these goals. The screens reflect the changes I made. The captions show what existed before and my rationale for changing it.
Ask
How might we inspire existing Facebook users who have not joined a group to do so?
Solution
Communicate the value of Facebook Groups. Position groups as a way to explore interests and meet like-minded people. Use light, fun language that sparks their curiosity and gets them to commit.
Process
Collaborated with product, research, design and engineering to align on a direction. Wrote new and edited existing copy.
Impact
This prompt and flow are currently in the experiment phase and should ship to the majority of users by the end of Q2 2021.
There’s no before. I wrote the content for this prompt from scratch.
Before…
Header: Join Facebook Groups (Too forward and doesn’t build on the previous screen)
Body: Connecting with your friends and family as well as discovering new connections and interests is easy with Groups. (Focuses on friends and family instead of interests-based communities, “Groups” should be lowercase)
CTA: Let’s find your group (Too long, especially when translated to certain languages, should be title case, “Let’s” deviates from our voice/tone)
Before…
Header: Select categories (Straightforward but not inviting enough for people who haven’t seen the value in Facebook Groups)
Body: Choose any that interests you. (No issue with the original. Rewrote based on changes I made to the header)
Before…
Header: Select details (Although “details” is often a catch-all word, it falls flat here)
Body: Dive deeper into your interests. (Doesn’t tell users why we want this info)
This is the active state of the previous screen.
Before…
Header: Explore Groups made for you (No need to capitalize “Groups” in this context, “made for you” goes a bit too far - we want to project confidence without overpromising)