Content and product strategy
Developing a long-term product strategy based on UXR insights to shape a roadmap addressing core needs in Meta Horizon’s games creator community.
Platform:
Meta Horizon, Facebook, and Instagram
Scope:
Content strategy, user journey planning, cross-channel integration, personas
Partners:
UXR, product design, product management, creators, and leadership stakeholders
The problem
UXR revealed that game creators saw Meta’s Horizon gaming platform as high-effort relative to its perceived reach, with weak discovery pathways and limited re-engagement loops.
They were often building in isolation, with few mechanisms to bring audiences back or drive repeat engagement. Research highlighted a lack of clarity around how to grow and sustain a player base on the platform.
The opportunity was to move beyond content improvements and define a clearer growth and engagement model across Horizon, Facebook, and Instagram—positioning Meta’s surfaces as connected systems for audience building rather than standalone channels.
The process
Understanding creator needs and growth journeys
Across a multi-phase sprint, I used UXR insights to map creator personas and their key growth challenges. This helped clarify how different creators approached audience building and where they struggled to drive discovery and repeat engagement.
Aligning research into a shared strategic narrative
Working with cross-functional partners, I translated research findings into clear strategic narratives that aligned leadership, product, and design teams. The focus was on framing opportunities in a way that stakeholders could easily act on and align around.
Designing connected journeys and messaging frameworks
I developed content strategy and messaging frameworks that positioned features such as live streaming, AI reels, and community challenges as part of a connected creator ecosystem rather than standalone tools. I also created journey maps and communication flows showing how creators could move across Meta surfaces to reach, engage, and retain audiences more effectively.
The result
The work helped clarify a stronger creator growth story and supported roadmap discussions around a more connected product ecosystem. Leadership and product teams now had a shared strategic vision.
Faster and clearer product decision-making
It gave the team a clearer set of opportunity areas to design around, linking strategy, storytelling, and product direction more closely. Designers and engineers could now reference the strategic framework when making product decisions.
Consistent end-to-end messaging strategy
Established a foundation for future content so that onboarding, in-product guidance, and help documentation all reinforced a consistent narrative around creator growth and audience engagement.
