CONTEXT
Zero Permissions: Turning a 50% drop off into +300% New Users
Facebook Gaming faced a staggering 50% drop-off rate at the permissions screen, a crucial gateway for users starting unplayed game sessions. The complexity of the problem was amplified by strict privacy constraints, creating a new model of consent that adhered to Meta’s evolving privacy standards while minimizing friction for users. I created a strategy that improved user engagement by +300%, grew game developer adoption and Meta's commitment to this model.
Role
Sr Product Designer
Year
Mar - Oct 2023
Skills
UX · Visual · Prototype
THE CHALLENGE
An untrusting experience & low confidence in Facebook led to poor conversions
Users expressed a lack of trust in Facebook regarding their data and are concerned about overwhelming their friends' feeds with game-related spam. For a platform targeting low-intent users, the current experience feels hyper focused on privacy and acquiring user data for a game they have yet to try.
High level goals:
Allow players to quickly start playing and having fun.
Show how Facebook respects user’s privacy preferences.
Maximize developers revenue potential.
Minimize the overhead of compliance (DPA, DCU) for developers and Facebook.
Project North Star
build a foundation of trust with our users, cultivating an environment where they can comfortably explore.
Based on UXR sessions and user dataHOW MIGHT WE
01.
Make legal content lighter, reducing anxiety and increasing engagement and game sessions.
These insights were identified from UXR sessions during our Discovery phase. User’s felt the current experience was data heavy, boring, and not enjoyable.
EXPLORATIONS
Understanding user sentiment is crucial for defining design solutions. I used the insights to explore potential solutions.
Aim to redefine data sharing interactions within gaming experiences.
Proposed rebranding permissions as "Gamer Play-styles" to resonate with the gaming community while incorporating RPG elements for a personalized user experience.
Developed a clear list of benefits for sharing data to enhance the gaming experience.
Utilize familiar Facebook features such as Profiles and Instagram Stories to enhance user engagement. Meet users where they are
Integrated more illustrations into the permissions screen to create energy and excitement.
02.
Establish trust by providing users with control over their profiles and ensuring transparency to increase conversions
To establish trust and increase conversions, it is imperative to empower users with control over their profiles. The user experience design should prioritize visibility settings and editable profiles front and center, facilitating user engagement and control. The following measures can enhance the user's experience:
Profile Visibility
Keep the user profile prominently displayed, allowing clear visibility of how they will appear in-game and who can see their activity prior to entry.
Clear Editing Options
I featured the previous concealed "Edit" action. This change improves feature visibility, empowering users to confidently make informed decisions, while reinforcing the principle of transparency in our design philosophy. Direct editing of user images, preferences, and permissions grants users full control over their profiles, improving usability and overall experience.
Contextual Information
Provide explicit guidance on where users can adjust their settings, both within the game and externally. This reassures users that we avoid Dark UX tactics. We ensure straightforward and accessible pathways for any user changes.
Sense of place
Users are often hesitant to commit personal data for an unplayed game. Showing background loading primes user for action. Encouraging progression, thereby converting this partial engagement into full interaction. An immersive environment that makes users feel as if they’re already part of the game world, thereby lowering resistance to data sharing.
ADDITIONAL CHALLENGES
01.
Balancing Collaboration and Oversight
ISSUE
The Legal and Privacy teams often blurred the lines between requirements and design opinions. Often times trying to dictate design and not take a user-centric approach. Heavy-handed legal design requirements worsened user distrust in Facebook, complicating permission acceptance.
SOLUTION
To develop an effective design solution, I established clear communication with partners to refine project requirements. I valued their insights but noted that their personal design opinions sometimes slowed progress when firm requirements would allow me to build the best experience. By building mutual trust, I integrated their needs into a user-centric layout. This partnership removed challenges and improved design quality, highlighting the advantages of our teamwork.
02.
Branding a New Feature: Navigating Legal Requirements Without VS Support
Branding a new feature without the collaboration of the visual systems team presented significant obstacles. The restricted use of our icon library further complicated the task, limiting my ability to maintain proper icon interpretation. To overcome this challenge, I focused on solutions that leveraged existing elements while aligning with our overall design system. This required a strategic approach that emphasized clarity, usability, and knowing when to advance a design, even in the face of restrictions.
OUTCOMES
Stronger game studio partnerships and more investment from Meta.
Meta wants to expand Zero Permissions to all games
New Users +150%, highest +300%
Daily Active Users +47%, YA +26%
Global Game Sessions +30%, YA +20%
Play Time Spent +5%
Play Gross Revenue +16% over 2 months. 2.2M
LEARNINGS
I validated my belief on the importance of transparency for users. I stood against XFN that wanted fewer elements in the bottom sheet believing less is always more. By standing my ground I proved that to be false and designed a better solution.
IN-PROD RECORDING
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