Group Effects:
MVP to PMF

I built and managed an Alpha UX Design team, consisting of technical artists, art directors, designers, and external vendors, to create innovative Real-Time Calling AR experiences for over 1.3 billion users on Instagram, Facebook, and Messenger.

We pioneered and patented new Meta Spark technologies “Multipeer API”, created Minimum Viable Product(MVP) experiences that solved user’s problems, and successfully launch AI-powered “Group Effects,” an industry-first immersive experience.

As a result, we achieved Product-Market Fit with double-digit growth in AR Weekly Active Users (WAU), Daily Active Users (DAU) duration, and AR stickiness.

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Group Effects: Public Launch

After the successful MVP launch, I recruited and hired more UX team members to support the growing business needs.

We created North Star visions to define new features. To build up our inventory, we actively supported the 3P Creators ecosystem by sharing our expertise. We introduced a new experience called 'Scene Composition' that breaks the video calling grid and places individuals in the same AR space.

As a result, we achieved a significant increase in Duration per DAU on Messenger, double-digit growth in Family of Apps engagement depth and AR WAU on Instagram, and expanded the 3P Creators' inventories and ecosystem.

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Metaverse Avatars

I led the UX creative strategy and supervised the execution of Metaverse Avatars “Expressions” Experiences across the Family of Apps.

I spearheaded the development and launch of three flagship Meta Avatars products: Social Stickers, Animated Stickers, and Real-Time Calling Animal Avatars.

Contributed to the creation of more than one billion avatars across Meta's technologies.

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UX Creative Strategy: Humor

I spearheaded the UX creative strategy for humor-related experiences on Messenger, Instagram, and Facebook, driving one of the two primary use cases for real-time calling.

I pivoted the team from an internal content production studio that historically worked in silo, to an Alpha Developer team that focused on innovation and launching 0 to 1 new product features.

We pushed tech boundaries and delivered six different series of innovative Humor AR experiences. This resulted in significant improvements in Spark's AI technologies and paved the way for new types of immersive experiences.

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Camera Effects Platform

I led the Post-Capture and APAC Emerging market strategies. I built, art directed and shipped over 170+ first party exemplary effects and drove usage to Facebook AR Camera Effects Platform and Messenger.

Delivered a total of 106 top performing effects- all of them were above 90% in “Today's Percentile” and ranked within Top 10 in Real-Time Calling (RTC) and Pre-Capture product engagement metrics.

Contributed to Messenger reaching the 1 Billion AR Real Time Sessions goals.

AR Casual Games

Following the successful launch of Group Effects, our team embraced a new and complex challenge: creating AR Casual Games utilizing the recently unlocked Multipeer API and Scene Composition technologies.

We identified and conceptualized 16 different multi-player game mechanics, including timing, turn-based, shooting, puzzles, trivia, racing, turning, agility, and more. We defined the game's anatomy structure, UX Flow, and design principles, while simultaneously hacking functional prototypes and validating new Spark APIs.

We shipped the MVPs and conducted experiments with Data Science to test for Product-Market Fit. We also shared our expertise with 2P Creators to generate excitement and assist in addressing inventory shortages.

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