Tl;dr

I named and led IA redesign for this feature which resulted in a 1.5% adoption of daily active users (DAU) from mobile, and lifted mobile social interactions by 13% and chat sends by 6.7% in a 4-week period. Invite Link also received a lot of positive press and user reviews. 

Opportunity 

The Oculus mobile team was responsible for the “offline” VR experience and the team prioritized minimizing friction for social features that would make getting together easier. While time spent in VR is largely solo play, planning concurrent experiences like multiplayer and co-op happens on other channels like mobile and chat. Invite Link was an end-to-end feature improvement focused on making VR feel more lively and social. 

Solution

Invite Link was an existing feature named “Mobile Group Launch”. However, the legacy name was gaming oriented and users had trouble understanding what the feature did and where to find it. The new name, information architecture (IA), and feature improvement were focused on improving the flow from entrypoint to time together in VR.  

• I led a naming workshop and managed alignment and approvals between the product marketing manager (PMM) and legal. 

• I conducted user experience research (UXR) and internationalization (i18n) checks  to validate user comprehension on naming options and entrypoint locations.  

• Owned promotional entry point strategy and promotional content for user education and awareness. 

• Led the engineering sprint to build the feature before Meta Connect.  

Takeaway 

At launch, the feature had a 1.5% adoption of daily active users (DAU) from mobile, and lifted mobile social interactions by 13% and chat sends by 6.7% in a 4-week period. Users and the press were excited about the feature since it addressed a specific pain point around not knowing how to be concurrent with friends in VR.