Launching NFTs on Instagram
I was in charge of content for Meta’s explorations into the world of NFTs. We made it possible for people to display digital collectibles from third-party wallets, and create, buy and sell collectibles directly from the Instagram app. You can read more about the launches here and here and take a closer look at my work below.
Connecting a digital wallet to Instagram
Goal: Create an MVP for people to connect their third-party wallets to Instagram.
Content challenges:
Introducing “digital collectibles” term to people unfamiliar with NFTs
Balancing making this new product feel inviting and low-friction with making sure privacy disclaimers and safety were prioritized
Approach: Drove alignment with legal, privacy, and policy to land on final content in which we decided to add disclaimers into a second screen instead of overwhelming the initial value prop screen with too much information. Worked with partnerships as they finalized who our third-party wallet partners would be.
Privacy disclaimers
Onboarding & value props
Connect & ToS disclaimer
Wallet interoperability
Goal: Make it possible for people to use their connected wallets across their Meta accounts, specifically Instagram and Facebook.
Content challenges:
Naming the setting
Aligning on which privacy disclaimers to include
Working across several teams with numerous stakeholders
Approach: Worked with several product teams across Meta to land on terminology (“use”, “across”, “accounts”) for our setting to make sure it accurately represented the setting’s function and didn’t conflict with other uses across the company. Went through several content iterations and reviews with legal, privacy and policy to finalize content throughout the flow.
Setting in Accounts Center
Turn off confirmation
Turn on confirmation
Purchasing digital collectibles
Goal: Make it easy for people new to NFTs to buy collectibles.
Content challenges:
Explaining Web3 concepts to people unfamiliar with the space
Placing information contextually, including highlighting that Meta pays for blockchain fees, that you can buy collectibles with a credit card, and important information about resales.
Working with content strategists that work on Help Center to create articles that we could link to from the product
Approach: Worked on several iterations of these screens as product decisions were finalized. Worked with teams on Facebook and Instagram to align on education modules that we could scale to future products.
Review screen
Collectible view
Term education
Other work
Web3 language guide
I created a Web3 language guide of key terms that can scale across future Web3 teams and products across the company. This took several reviews with Facebook and Instagram leadership to align on. Recommendations include decisions around how we talk about collectible editions, gas fees and more.
Web3 education
I designed the MVP modules for in-context education around key Web3 terms and concepts to make our products inviting and easy to use for people unfamiliar with NFTs.
Content design mentoring
I mentored new content designers at Meta to guide them through our processes and best practices and help them adjust to their first few months at the company.