Discovery Research + Concept Testing
Exploring the Gap in Creator-to-Creator Engagement Tools
Creators value C2C conversations for growth and collaboration, but Facebook currently lacks the tools to effectively facilitate these vital connections. Due to my NDA, I give a high-level overview of the project.
Company
Meta
Timeframe
6 weeks
Team Structure
Partnered w/ another UXR
The Core Challenge
Facebook aims to be the top platform for creators. Strong Creator-to-Creator (C2C) connections are key to a thriving ecosystem, boosting content, engagement, and reducing churn. However, significant gaps exist in Facebook's C2C tools.
Why C2C matters
Increased Creator Activity & Engagement: Facilitating C2C communication can lead to a more vibrant and supportive creator ecosystem.
Higher Content Production: When creators connect and collaborate, it can inspire more diverse and engaging content.
Reduced Creator Churn: A strong sense of community and support can make creators feel more valued and less likely to leave the platform.
Platform Preference: Establishing Facebook as the go-to platform for C2C interaction enhances its value proposition for creators.
The Big Question
How can Facebook bridge the gap and provide tools that genuinely empower creators to connect, collaborate, and grow together?
This research sought to understand current C2C behaviors, pain points, and desired functionalities to inform the development of impactful solutions.
Research Goals
A two-part research study was designed, focusing initially on foundational understanding and later on concept testing.
Identify Benefits & Obstacles
Understand the primary benefits and obstacles related to C2C conversations on Facebook, including bidirectional engagement.
Understand the Competition
Compare Facebook's C2C community and conversation tools with those on other platforms (Instagram, YouTube, TikTok, Email).
Gather Inspiration
Identify the types of tools and functionalities creators would find most valuable for facilitating C2C conversations on Facebook.
Gaps in Understanding
Identify key gaps in creators' understanding of the benefits of C2C conversation.
Key Research Questions
To achieve these research goals, I formulated several specific questions that guided my investigation and data collection. These were the core questions I sought to answer through my research:
What are the benefits/hurdles to C2C conversation, including bidirectional engagement, on Facebook?
How does Facebook compare to other apps in its C2C community and conversation tools?
What kinds of tools would Creators like for C2C conversation? What functionality would make C2C conversation easier on Facebook?
What are the key gaps in Creator understanding of the benefits of C2C conversation?s & goals are TPCs seeking to achieve?
Why do creators reach out to each other? What holds creators back from reaching out?
What makes creators more/less likely to respond to other creators?
To get a comprehensive picture, we designed a two-part study to first explore the "why"
behind creator behaviors and then validate the "what" of potential solutions.
The Research Process
Part 1: Interviews
Uncovering the 'why' behind creator needs through deep, qualitative
interviews.
1
Part 2: Concept Testing
Testing early-stage ideas directly with creators to inform design sprints.
2
Phase 1: Foundational Interviews
Before we could design solutions, we needed empathy. We conducted remote 60-minute one-on-one interviews with 12-14 creators to have open, nuanced conversations about their experiences.
Research Questions:
What are the primary benefits and hurdles in C2C conversations?
How does Facebook compare to other platforms for creator community?
What tools would creators find most valuable?
Phase 2: Concept Testing
With a solid foundation, we moved to evaluative research. We tested 8 different concepts in 60-75 minute one-on-one interviews with 16 creators to get direct feedback on early-stage mock-ups, allowing for rapid iteration during the design sprint.
Research Questions:
What are your initial reactions to this new feature?
Would this make you more or less likely to reach out to other creators?
How could we improve this? What's holding you back?
The Approach:
A Two-Phase Journey
Who We Talked To: Participant Snapshot
I intentionally recruited a diverse mix of established creators (over 10k followers) across
platforms, content types, and demographics to ensure our insights were well-rounded and
representative of the broader creator ecosystem.
Key Findings
due to my NDA, I cannot share specifics
While the specific findings are confidential, the value and impact of this two-part research process were substantial and directly influenced the product development lifecycle.
Impact & Outcomes: Driving User-Centered Design
This research didn't just generate a report; it created tangible value by embedding the creator's voice directly into the product development lifecycle.
Informed the “Big Bet” Sprint
Ensured that major design initiatives were built on a solid foundation of real user needs, not assumptions.
Provide Clear Design Direction
Helped the team prioritize concepts to pursue, iterate on, or discard, saving significant design and engineering time.
Championed Creator “Well-being”
Provided essential user context for planned IVR changes and the redesign of the Transfer Wizard tool.
Built Cross-functional Empathy
Sharing powerful stories and quotes built a deep, shared understanding of the creator experience across the company.
Created a Knowledge Base
This research became a foundational resource for the C2C team, informing future projects and strategy.
Research Limitations & Reflections
No study is perfect. Acknowledging the boundaries of this study was essential in informing future research directions.
Recruitment Nuances
External vendor panels, while efficient, posed challenges in sourcing creators matching specific internal account criteria.
Focus on Established Creators:
The study focused on creators with >10k followers; the C2C needs of emerging or smaller creators might differ.
Self-Reported Data
Findings reflect creators' stated experiences, which may differ from actual in-the-moment behavior.
Power of the Two-Phased Approach
Pairing discovery ("why") with evaluation ("what") led to richer, more reliable insights and a more confident product strategy.
Moderating is
About Building Trust
Creating a safe, respectful space for creators was key to unlocking honest feedback and stories that went beyond surface-level reactions.
Test early, Test often
Bringing creators into the process early, even with rough concepts, was instrumental in steering the team towards viable solutions.
Discovery Research + Concept Testing
Exploring the Gap in Creator-to-Creator Engagement Tools
Creators value C2C conversations for growth and collaboration, but Facebook currently lacks the tools to effectively facilitate these vital connections. Due to my NDA, I give a high-level overview of the project.
Company
Meta
Timeframe
6 weeks
Team Structure
Partnered w/ another UXR
The Core Challenge
Facebook aims to be the top platform for creators. Strong Creator-to-Creator (C2C) connections are key to a thriving ecosystem, boosting content, engagement, and reducing churn. However, significant gaps exist in Facebook's C2C tools.
Why C2C matters
Increased Creator Activity & Engagement: Facilitating C2C communication can lead to a more vibrant and supportive creator ecosystem.
Higher Content Production: When creators connect and collaborate, it can inspire more diverse and engaging content.
Reduced Creator Churn: A strong sense of community and support can make creators feel more valued and less likely to leave the platform.
Platform Preference: Establishing Facebook as the go-to platform for C2C interaction enhances its value proposition for creators.
The Big Question
How can Facebook bridge the gap and provide tools that genuinely empower creators to connect, collaborate, and grow together?
This research sought to understand current C2C behaviors, pain points, and desired functionalities to inform the development of impactful solutions.
The Approach
Understanding Creator Needs
To gain deep insights, I conducted foundational qualitative research, focusing on creators' direct experiences and perspectives.
Research Goals
A two-part research study was designed, focusing initially on foundational understanding and later on concept testing.
Identify Benefits & Obstacles
Understand the primary benefits and obstacles related to C2C conversations on Facebook, including bidirectional engagement.
Understand the Competition
Compare Facebook's C2C community and conversation tools with those on other platforms (Instagram, YouTube, TikTok, Email).
Gather Inspiration
Identify the types of tools and functionalities creators would find most valuable for facilitating C2C conversations on Facebook.
Gaps in Creator Understanding
Identify key gaps in creators' understanding of the benefits of C2C conversation.
To get a comprehensive picture, we designed a two-part study to first explore the "why"
behind creator behaviors and then validate the "what" of potential solutions.
The Research Process
Part 1: Foundational Interviews
Uncovering the 'why' behind creator needs through deep, qualitative
interviews.
1
Part 2: Concept Testing
Testing early-stage ideas directly with creators to inform design sprints.
2
Phase 1: Foundational Interviews
Before we could design solutions, we needed empathy. We conducted remote 60-minute one-on-one
interviews with 12-14 creators to have open, nuanced conversations about their experiences.
Key Research Questions:
What are the primary benefits and hurdles in C2C conversations?
How does Facebook compare to other platforms for creator community?
What tools would creators find most valuable?
The Approach: A Two-Phase Journey
Phase 2: Concept Testing
With a solid foundation, we moved to evaluative research. We tested 8 different concepts in 60-75 minute one-on-one interviews with 16 creators to get direct feedback on early-stage mock-ups, allowing for rapid iteration during the design sprint.
Key Research Questions:
What are your initial reactions to this new feature?
Would this make you more or less likely to reach out to other creators?
How could we improve this? What's holding you back?
Who We Talked To: Participant Snapshot
I intentionally recruited a diverse mix of established creators
(over 10k followers) across platforms, content types, and demographics to ensure our insights were well-rounded and
representative of the broader creator ecosystem.
Key Findings
due to my NDA, I cannot share specifics
While the specific findings are confidential, the value and impact of this two-part research process were substantial and directly influenced the product development lifecycle.
Impact & Outcomes: Driving User-Centered Design
This research didn't just generate a report; it created tangible value by embedding the creator's voice directly into the product development lifecycle.
Informed the “Big Bet” Sprint
Ensured that major design initiatives were built on a solid foundation of real user needs, not assumptions.
Provide Clear Design Direction
Helped the team prioritize concepts to pursue, iterate on, or discard, saving significant design and engineering time.
Championed Creator “Well-being”
Provided essential user context for planned IVR changes and the redesign of the Transfer Wizard tool.
Built Cross-functional Empathy
Sharing powerful stories and quotes built a deep, shared understanding of the creator experience across the company.
Created a Knowledge Base
This research became a foundational resource for the C2C team, informing future projects and strategy.
Research Limitations & Reflections
No study is perfect. Acknowledging the boundaries of this study was essential in informing future research directions.
Recruitment Nuances
External vendor panels, while efficient, posed challenges in sourcing creators matching specific internal account criteria.
Focus on Established Creators:
The study focused on creators with >10k followers; the C2C needs of emerging or smaller creators might differ.
Self-Reported Data
Findings reflect creators' stated experiences, which may differ from actual in-the-moment behavior.
Power of the Two-Phased Approach
Pairing discovery ("why") with evaluation ("what") led to richer, more reliable insights and a more confident product strategy.
Moderating is About Building Trust
Creating a safe, respectful space for creators was key to unlocking honest feedback and stories that went beyond surface-level reactions.
Test early, Test often
Bringing creators into the process early, even with rough concepts, was instrumental in steering the team towards viable solutions.
Discovery Research + Concept Testing
Exploring the Gap in Creator-to-Creator Engagement Tools
Creators value C2C conversations for growth and collaboration, but Facebook currently lacks the tools to effectively facilitate these vital connections. Due to my NDA, I give a high-level overview of the project.
Company
Meta
Timeframe
6 weeks
Team Structure
Partnered w/ another UXR
The Core Challenge
Facebook aims to be the top platform for creators. Strong Creator-to-Creator (C2C) connections are key to a thriving ecosystem, boosting content, engagement, and reducing churn. However, significant gaps exist in Facebook's C2C tools.
Why C2C matters
Increased Creator Activity & Engagement: Facilitating C2C communication can lead to a more vibrant and supportive creator ecosystem.
Higher Content Production: When creators connect and collaborate, it can inspire more diverse and engaging content.
Reduced Creator Churn: A strong sense of community and support can make creators feel more valued and less likely to leave the platform.
Platform Preference: Establishing Facebook as the go-to platform for C2C interaction enhances its value proposition for creators.
The Big Question
How can Facebook bridge the gap and provide tools that genuinely empower creators to connect, collaborate, and grow together?
This research sought to understand current C2C behaviors, pain points, and desired functionalities to inform the development of impactful solutions.
The Approach
Understanding Creator Needs
To gain deep insights, I conducted foundational qualitative research, focusing on creators' direct experiences and perspectives.
Research Goals
A two-part research study was designed, focusing initially on foundational understanding and later on concept testing.
Identify Benefits & Obstacles
Understand the primary benefits and obstacles related to C2C conversations on Facebook, including bidirectional engagement.
Understand the Competition
Compare Facebook's C2C community and conversation tools with those on other platforms (Instagram, YouTube, TikTok, Email).
Gather Inspiration for New Features
Identify the types of tools and functionalities creators would find most valuable for facilitating C2C conversations on Facebook.
Gaps in Creator Understanding
Identify key gaps in creators' understanding of the benefits of C2C conversation.
The Approach: A Two-Phase Journey
To get a comprehensive picture, we designed a two-part study to first explore the "why"
behind creator behaviors and then validate the "what" of potential solutions.
The Research Process
Part 1: Foundational Interviews
Uncovering the 'why' behind creator needs through deep, qualitative
interviews.
1
Part 2: Concept Testing
Testing early-stage ideas directly with creators to inform design sprints.
2
Phase 1: Foundational Interviews
Before we could design solutions, we needed empathy. We conducted remote 60-minute one-on-one
interviews with 12-14 creators to have open, nuanced conversations about their experiences.
Key Research Questions:
What are the primary benefits and hurdles in C2C conversations?
How does Facebook compare to other platforms for creator community?
What tools would creators find most valuable?
Phase 2: Concept Testing
With a solid foundation, we moved to evaluative research. We tested 8 different concepts in 60-75 minute one-on-one interviews with 16 creators to get direct feedback on early-stage mock-ups, allowing for rapid iteration during the design sprint.
Key Research Questions:
What are your initial reactions to this new feature?
Would this make you more or less likely to reach out to other creators?
How could we improve this? What's holding you back?
Who We Talked To: Participant Snapshot
I intentionally recruited a diverse mix of established creators (over 10k followers) across
platforms, content types, and demographics to ensure our insights were well-rounded and
representative of the broader creator ecosystem.
Key Findings
due to my NDA, I cannot share specifics
While the specific findings are confidential, the value and impact of this two-part research process were substantial and directly influenced the product development lifecycle.
Impact & Outcomes: Driving User-Centered Design
This research didn't just generate a report; it created tangible value by embedding the creator's voice directly into the product development lifecycle.
Informed the “Big Bet” Sprint
Ensured that major design initiatives were built on a solid foundation of real user needs, not assumptions.
Provide Clear Design Direction
Helped the team prioritize concepts to pursue, iterate on, or discard, saving significant design and engineering time.
Championed Creator “Well-being”
Identified potential risks related to moderation and privacy early in the process, ensuring safety was a core consideration.
Built Cross-functional Empathy
Sharing powerful stories and quotes built a deep, shared understanding of the creator experience across the company.
Created a Knowledge Base
This research became a foundational resource for the C2C team, informing future projects and strategy.
Research Limitations & Reflections
No study is perfect. Acknowledging the boundaries of this study was essential in informing future research directions.
Recruitment Nuances
External vendor panels, while efficient, posed challenges in sourcing creators matching specific internal account criteria.
Focus on Established Creators:
The study focused on creators with >10k followers; the C2C needs of emerging or smaller creators might differ.
Self-Reported Data
Findings reflect creators' stated experiences, which may differ from actual in-the-moment behavior.
Power of the Two-Phased Approach
Pairing discovery ("why") with evaluation ("what") led to richer, more reliable insights and a more confident product strategy.
Moderating is About Building Trust
Creating a safe, respectful space for creators was key to unlocking honest feedback and stories that went beyond surface-level reactions.
Test early, Test often
Bringing creators into the process early, even with rough concepts, was instrumental in steering the team towards viable solutions.
