Building one system for Facebook’s creators

The problem

A professional toolset that grew faster than anyone designed it

Creators run businesses, and Facebook’s professional tools are the back office they run them from. Across the ecosystem, many product teams were building those tools in parallel, so the same patterns were reinvented team by team, quality drifted from one surface to the next, and the experience became fragmented, inconsistent, and hard to navigate.

I had already begun untangling this inside Groups, remapping the admin tooling and navigation for community builders, and the same fragmentation faced every professional user who lives in a dashboard and moderates an audience. So I expanded the audit and the system to Facebook business Pages and content creators, regrouping a sprawling, duplicated navigation into six goal-based areas.

Information-architecture audit: a long existing admin navigation on the left, regrouped on the right into six goal-based areas: Tools, Tasks, Insights, Settings, People, and Learning — Where it started: the group-admin navigation, regrouped from a sprawling list into six goal-based areas, then extended to Pages and creators.

1,600+

Screens reviewed across the professional ecosystem

900+

Instances of design debt catalogued

395+

Critical UX fixes identified and prioritized

The bet

Unify the patterns, then win the teams

The bet had two parts. First, build one consistent system for every professional user: shared patterns, components, and standards, so someone moving between a Page, a Group, and Meta Business Suite never relearns the interface. Second, and harder, win adoption across the product teams building quickly into these surfaces. Platform work usually dies because it is the first thing deprioritized, and no one can force another team to use it. When the org committed to unification for Creators, I took on the platform directly and dedicated half my design team to it, so the system had a real owner as the surfaces kept shipping.

A montage of professional tools built from one system: moderation criteria, Admin Assist, badges, notifications, and shortcuts, all sharing components and patterns — One system across the toolset: the same patterns and components on every surface.

“She flipped a hesitant lead into a proactive champion for the unification work.”

Sr Design Program Manager

Unified onboarding

One flow for every kind of professional

A business owner, an established creator, and a first-time homegrown creator each arrive with different goals, and each used to meet its own separate, redundant onboarding. My team consolidated those into a single flow that adapts to intent: a user picks a focus, the experience tailors weekly goals and tasks to it, and those same tasks echo throughout the product, so the goal a creator set stays in front of them wherever they go.

A Select a focus step: choosing a goal such as Reach more people, Build my community, or Maximize my earnings — Pick a focus.

A dashboard tailored to the chosen focus, with goal badges and a weekly task checklist — Get tailored goals and tasks.

A momentum screen echoing the same weekly tasks against an overall progress bar — The same tasks, echoed across the experience.

Unified education

Consolidate the learning into one experience, and make it stick

Guidance was scattered and duplicated across several teams’ features. Consolidating it into one experience was my bet: my team built a single home and one navigation to browse every education topic, and designed the education badges that gamify it, while product marketing supplied the lessons themselves. I pushed for the funding to make it happen. The result is one place to learn, framed as a continuable journey, with bite-size modules and progress you can pick back up, so a first-time creator keeps their momentum.

Creator education topic library: Get started, Develop a strategy, Grow your audience, Create reels, and more — One place to learn.

Education badges earned by completing topics: Get started, Develop a strategy, Grow your audience — Gamified with badges.

A Get started course of five short modules with progress, and a video lesson — Bite-size, continuable modules.

Unified monetization

Every way to earn, in one place

Monetization programs like Stars, subscriptions, and bonuses were owned by different teams, each with its own separate surface. My team consolidated them into one: a single view where a creator sees every program, what it earns, and how close they are to unlocking it. That direction outlasted my tenure, carried forward into the single Content Monetization program that is public today.

The monetization home: active programs like Partnership ads, and not-yet-available programs like Content Monetization, Stars, and Subscriptions — Every program in one place.

A Content Monetization program detail explaining how to turn content into income, with eligibility and FAQ — What each program is, in plain terms.

The Stars program with eligibility criteria showing progress toward unlocking earnings — How close you are to unlocking it.

The outcome

Faster shipping, a higher bar, and a playbook

The unified system landed in leadership review with the head of the Facebook app and turned into adopted roadmaps across teams. On shared patterns, teams shipped faster and held a more consistent bar at the same time, and unification started earning the kind of metrics platform work rarely gets to claim.

+2.1%

Net new professional presences created, stat-sig

8+

Product teams building to one system

+60%

Education team beat its goal

The clearest proof of the system is reuse. My team built the foundational Assist toolset, and other surfaces adopted it directly: the same building blocks power Admin Assist in Groups and Moderation Assist for creators. Unification had been treated as plumbing; by the end it changed how the org values, funds, and leads platform work.

Admin Assist inside a Facebook Group: a daily digest of automatic actions and a custom-criteria model — Admin Assist in Groups: the foundation my team built.

Moderation Assist on a creator’s Page: the same patterns and components, reused — Moderation Assist for creators: the same system, reused.

All work