Overview

We’ve all used Facebook to stay connected with family, friends or just to creep on an old ex. It’s become just a profound way for many of us to share information, pictures, and videos with our “Facebook friends”. The company continues to add features that make staying connected easier such as messenger, Events and Live Streaming. Well, what if they went further and decided to enter the professional networking scene?

The goal of this project was to do just that; add professional networking functionality to Facebook. We decided to make a sub-app, Facebook Professional, that would create a more inclusive professional networking experience using Facebook friends.

My Role

Lead: Scrum Master, IA, Usability Testing, Presentation

Contributed: research, sketching, wireframing, prototyping

Duration: 2 Weeks

Tools: Adobe XD

Click below for easy navigation

Research

Problem

Persona

Design

Testing

Conclusion

There are 2.32 Billion active Facebook (FB) Users

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FB lost an estimated 15 million users since 2017

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The average age of users were between 25-34 yrs. old

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12-34 yrs. old was the biggest drop out age group

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Research

Naturally, the first step we took was to look into Facebook as a company and learn as much as we could about them, their competitors and users. major findings:

“We’re very focused on helping people share and connect more, because the purpose of our service is to help people stay in touch with family, friends and communities. But from a business perspective, it’s important that their time is well spent, or they won’t use our services as much over the long term.”

Facebook's Mission Statement

With Facebook's mission in mind, for a competitive analysis, we discovered the gaps that are present in the professional networking space.

  • Linked-In caters to the top tier professionals and recruiters- This makes it not suitable for freelancers and blue-collar professionals
  • Shapr and BumbleBizz doesn't utilize users' personal network to make connections

Competitive Analysis

Facebook Professional would fill this gap by being a platform that is more inclusive to all job types and levels.

 

Most importantly, It would allow our users to leverage their personal network for future opportunities and to make connections and get recommendations.

The Problem

Problem Statement

Facebook would like to create a professional networking experience utilizing the relationships that users have already built from their “Facebook friends”.

Hypothesis Statement

We believe that by creating a sub-app that allows users to select specific “Facebook friends” to turn into “connections”, we will achieve an inclusive job searching platform that helps users utilize their personal network for professional opportunities.

We know this to be true when users download the app to search for new opportunities and are successful in obtaining them.

Friends

into

Connections

Persona

To develop our persona, I stressed to conduct additional research on the Facebook users to really understand their view on Facebook moving into the professional networking arena. We did this by conducting user interviews and constructing an affinity map to discover major pain points.

Not mixing business with pleasure:

They were concerned about their privacy and wanted to make sure that their FB posts and likes would not connect to their professional profile.

Spending their time efficiently:

Users were interested in making sure they would find this experience valuable and helpful in advancing their careers.

Not another LinkedIn:

Users were concerned about it being another LinkedIn and only catering to certain careers.

Meet "Moving Mason"

From this data, I created our proto-persona.

Customer Journey Map

The next step was to create a Customer Journey Map to show the process of Mason discovering the app to him using it and making connections that aid him in getting a job.

Design

Next, we started to ideate. I facilitated 4 rapid design studios with my team to help blend our ideas into one consistent design and clarify which features to focus on for our MVP.

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Allowing users to create a detailed profile

Ability to add your “Facebook friends” and their friends as connections

Searching capabilities: being able to search for connects based on name, work history, and career interest

Main Features

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Task Scenarios & User Flow

This information then allowed me to define the task scenarios and create our user flows for the app

You have just discovered Facebook Professional. Create a new profile.

You are actively looking for a job as a barber. Using the app, search for connections who have worked in a barbershop and live in Austin TX.

You want to expand your network by reaching out to someone beyond your immediate connections. View the profile of someone from your search results and add them.

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Task Scenarios

Click to view larger image of User Flow

Wireframes

Using Adobe XD we turned out sketches into wireframes

Testing

After creating the prototype in Adobe XD, to test the intuitiveness of the on-boarding process and connecting and searching for friends feature we conducted usability testing with 8 participants.

Main Feedback

Inconsistent Terminology- Distinguishing the difference between “friends” (used for Facebook) and “connections” (Facebook Professional). Users need this explained clearly to reinforce that the two accounts are separate.

Impact of the FB Professional Logo- Several users thought that the logo change made Facebook Professional distinguishable yet familiar

Unclear steps to create a new profile- We used the BumbleBizz interface as an inspiration for this app, users were unfamiliar with it. They had a hard time figuring out the swiping left or right feature. To account for this we included additional instructions during the profile creation process to reduce friction

Error and reassurance management- Users expected a confirmation screen when adding friends to limit error during usage. We added the confirmation page

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Prototype

Conclusion

Next Steps

Chat feature:

Ability to chat with connections and send share job postings

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Create Job Alerts and Recommendations:

Include the ability to create job alerts and recommendations based off of interest

Professional Development Opportunities:

Expand to include virtual meetups and professional development opportunities