The what: 

• Developed a surface- and vertical-agnostic framework for understanding how users weight social value against financial cost in paid consumer-creator products.

The why: 

• Understanding where Meta’s current suite of user pay tools fit in the overall product space, and summarizing a large amount of existing research into a simple and evergreen framework. 

The who: 

• Worked with: UX Research manager

• Stakeholders: Designers, Product Managers, Product Marketing Managers

The how: 

• Worked collaboratively to synthesize user mental models, existing internal research, consumer data insights, and external academic/market research to define 4 meaningful categories of products

• Defined the horizontal and vertical axes, with explanations for how movement across these axes occurs 

• Placed the current suite of consumer products within the framework to understand areas of overlap or gaps, and identified possible synergistic opportunities where products might work together. 

• Made specific recommendations for increasing user engagement and retention both within and across products, as well as roadmapping future research opportunities

The impact:

• Impacted thinking around pricing strategies and targeting different user segments

• Ensured that different products offered unique value and did not cannibalize each other

• Served as an inspiration for the development of future interactive features

• Presented an account of the development process as a model for UXR/Design framework development