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Growing the creator economy.

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Facebook Subscription

A platform where fans can pay a monthly, recurring fee to their favorite creators to unlock exclusive benefits. These benefits include news, discounts, early access, and content available only to members. This service is part of Facebook's broader initiative to support creators and help them build sustainable businesses on the platform.

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My role

As part of the Facebook monetization team, I worked to improve the experience for creators horizontally thought multiple devices and platforms, to achieve the best results for creators.

Team:

• PM
• 4 Engineers
• Data Scientist
• Content Designer
• UXR

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What we inherited

We had only 2 data points available for creators. Showing how many subscribers they have and how many have canceled this month. That is all, no monetary compensation information, subscribers health or top performing content.

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Discover | Define | Ideate | Design

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Problem

Creators often face significant challenges due to a lack of comprehensive insights regarding their subscription services. This limitation hinders their ability to effectively strategize for the future and stifles potential growth for their businesses.

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People problems

• As a creator, I want to make more money with Subscriptions.
• As a creator, I need tools to manage and promote Subscription.

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User pain points:

Without clear visibility into subscriber trends, preferences, and engagement metrics, creators are unable to make informed decisions or adjustments to their offerings.

• FB doesn’t show creators any payout information before the payment.
• Unclear what is active subscriber health.
• What’s driving subscriber’s retention?
• Understanding why subscribers are canceling.

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Business challenges

Empower partners to maintain and grow a thriving subscription business and deliver the best experiences on Facebook to their subscribers.

• Urgency to deliver due to announcement by CEO.

• Analyzing the amount of data that was available to our team. 

• Avoid any customization to the component and working strictly available library.  

• Internal system migration happening during the project, Creator Studio to MBS. 


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Design challenges

There are a few things we had to factor with the project. 
Analyzing and defining the vast amount of available data is essential.

• The design should use only readily available components to expedite the process and avoid any customization
• Identify any missing data that could assist creators.
• Create visual data and emphasize the urgency of delivering the expected compensation.
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Product Principles

• Reliable: insights are accurate and trustworthy
• Simple: any creator can easily understand insights they see‍
• Actionable: insights help creators make better decisions

Persona

Creators value their online friendships and aim to build vibrant communities around their passions, but many struggle with monetizing their efforts.
This challenge is particularly evident across various industries, including gaming, fashion, beauty, sports, arts, travel, and news. Each field offers distinct opportunities and challenges for creators aiming to transform their creative interests into sustainable income sources.

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Synthesis and key focus

Translated raw data into actionable insights, facilitating the creation of user-centered solutions that effectively address user goals and challenges.
While concentrating on creators needs we grouped information and planned to release in stages. As monetary compensation is the most important for creators, we prioritized it first.

• Earnings Insights
• Active Subscription Health
• Growth
• Retention

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Data analysis & simplification examples

• To simplify: subscriber type used to include existing categories, including “resubscribed” after cancelling. We simplified it when the use cases percentage was lower than 1%
• To prioritize: while analyzing what devices users used to unsubscribe, it got obvious that 96% were mobile devices and 98% of them were using Android system.
• To clarify: After reviewing data for entry points, we narrow it down from 19 to show top 7, and the rest of options grouped to “other”, so user would not get overwhelmed. 

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Combining all together in design

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Impact

After several months of collaboration, research testing, and iteration, our team was ready to begin shipping the new actionable insights. We created totally new 5 pages to inform creators of their monetary compensation, content performance, retention and predictions.

• Provided clear and reliable information for creators about how their business is doing, scaling from 2 data points to 120.
  
• Scaled to Meta family of apps. Instagram, Communities and Bulletin replicating this structure and design.
• Projected 7% increase of retention of our partners.
• 12% increase of retention of end users (subscribers) as of 2023.
  
• User research showed that creators using insights are more comfortable with estimated earnings, which positively impacted their business growth.

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