COVID-19 Vaccine Campaign

When COVID-19 vaccines started to become available, Facebook and Instagram committed to encouraging people on the platform to get vaccinated. Our team developed a number of features that gave people information about vaccines and made vaccines more accessible, including story stickers, top-of-feed promotions, and the COVID-19 Information Center. Our team worked quickly to build products that remained helpful and relevant to the evolving pandemic and vaccine rollout.

I wrote all of the UX content for these campaigns, including the vaccine story stickers: “Let’s get vaccinated”, “I got vaccinated”, and “Vaccines save lives”. I proposed a wide range of approaches and drove consensus among key stakeholders to finalize the three stickers we launched in 36 countries. This language needed to scale to users who were in different stages of COVID-19 and the vaccine rollout; had different beliefs about the vaccine; had varying eligibility; and faced different barriers to getting vaccinated. These stickers were used in more than 15 million stories, reaching 450 million people. I also developed all the language in the COVID-19 Information Center on Instagram by collaborating with our product team, Facebook team, UX research, and external health partners. We included sections about vaccine eligibility, where to find a vaccine, facts about vaccines, and sharing information with friends.

“Stay Home” Campaign

At the beginning of the COVID-19 pandemic, Instagram launched a campaign to encourage people to stay home while allowing them to feel connected. We created a product experience that let people encourage their friends to stay home and share what they were doing in quarantine. I was part of a core product team that developed, designed, and launched a collection of stickers to more than 25 countries in just two days. The stickers went viral in many of these countries; within the first 24 hours of launch, more than 210 million users saw at least one “Stay Home” story.

As well as developing the product strategy, I wrote all the UX content for the “Stay Home” campaign. I proposed a number of approaches for the core campaign language and drove consensus among key stakeholders (including app leads) to launch “Stay Home”. We used this language for the collection of stickers as well as for promotions across the app.

Register to Vote Products

At the start of the 2020 US Election cycle, Facebook Inc. committed to helping register 4 million Americans to vote. It was the civic team’s job to figure out the best ways to direct people to registration sites and give them reliable information. We ultimately launched story stickers, top-of-feed promotions, labels on posts, and the Voting Information Center.

As the Content Designer, I wrote and helped develop the strategy for all voting products. I was responsible for creating most top-of-feed promotions on Instagram related to the election, including registering to vote, early voting, voting by mail, election day, election results, and presidential certification. I also helped develop the strategy for and wrote top-of-feed promotions throughout the Georgia US senate runoff election. The language in these promotions needed to be informative while remaining bipartisan. They needed to encourage action without being overly directive. They needed to appeal to eligible voters without bothering those who couldn’t participate. Instagram registration efforts ultimately drove 17.4 million clicks to voter registration sites. Across Facebook and Instagram, we helped over 4.5 million people register to vote.

Other Notable Launches

• False information experience across Instagram (warnings screens and labels on posts, notifications, takedowns, appeals)

• Memorialized profiles and related messaging

• Live donations and donate story sticker

• Sensitive content warning screens

• Census participation promotions

• New labels for newsworthy and violating posts