Enhancing User Experience for Facebook Reels
PROJECT SCOPE
Client: Meta
Timeframe: 7 Weeks
My Role: Senior UX Researcher
Team: Senior Designers, Engineers, Senior Product Team
Methods: Survey
Tools: Figma, Moderated interviewing via teams, heuristics, Qualtrics, UserTesting
Overview
In this UX research case study, we delve into the user experience improvements made to Facebook Reels, a short-form video feature, to enhance user engagement and satisfaction.
Background: Facebook Reels was introduced as a response to the growing popularity of short videos on social media platforms. While it had gained traction, Facebook aimed to optimize the feature for better user retention and engagement.
Research Objectives:
Identify user preferences and pain points within the Facebook Reels feature.
Understand the factors that contribute to user engagement and retention.
Propose design and functionality improvements to boost user satisfaction.
Methodology
Research Methods:
User Surveys: A survey was distributed to Facebook users, specifically targeting those who actively used or had previously used Reels. The survey gathered insights on their experiences, preferences, and issues they encountered.
In-App Analytics: User interaction data within the Reels feature was collected and analyzed to gain insights into user behavior, such as time spent, scroll depth, and engagement with various types of content.
User Interviews: In-depth interviews were conducted with a diverse group of Reels users to explore their motivations for using the feature and gather feedback on its strengths and weaknesses.
Competitive Analysis: An analysis of similar features on rival social media platforms was performed to identify best practices and trends in short-form video content.
Test Script: Facebook Reels UX Improvements
Introduction:
Welcome and thank the participant for their time.
Explain the purpose of the usability test: To evaluate the recent UX improvements in Facebook Reels.
Let the participant know that their feedback is valuable in making Facebook Reels better.
Mention that this is a simulated test environment and their actions won't affect their actual Facebook account.
Task 1: Discovering Content
Scenario: The participant wants to discover interesting Reels content on their Facebook feed.
Open the Facebook app on your mobile device.
Navigate to the "Reels" feature.
Try to find a Reel that interests you. Describe your thought process and any difficulties you encounter.
Interact with the content (e.g., like, comment, share).
Note the content's relevance to your interests.
Task 2: Creating User-Generated Content
Scenario: The participant wants to create and share their own Reel on Facebook.
Navigate to the "Create Reel" option in Facebook Reels.
Record a short video and add any necessary elements (text, music, effects).
Try sharing the Reel or saving it to your profile.
Describe the process and any challenges faced during content creation.
Share any feedback on the user-generated content tools.
Task 3: Privacy Controls
Scenario: The participant is concerned about the privacy of their Reels content.
Navigate to your profile settings in the Facebook app.
Access the privacy settings related to Reels content.
Adjust the privacy settings for one of your Reels (e.g., change it from public to friends only).
Share your thoughts on the clarity and effectiveness of privacy controls.
Post-Task Questions:
What did you like about the recent changes to Facebook Reels' user experience?
What challenges or issues did you encounter during the tasks?
How do you feel about the privacy controls in Reels?
Were the personalized feeds helpful in discovering content relevant to your interests?
Any other feedback or suggestions regarding the Facebook Reels feature?
Demographic Questions:
Age: Please specify your age:
Under 18
18-24
25-34
35-44
45-54
55-64
65 or over
Gender: Please specify your gender:
Male
Female
Non-binary or third gender
Prefer not to say
Other (please specify)
Location: Where are you located? (City, State, Country)
Frequency of Facebook Reels Use: How often do you use Facebook Reels?
Daily
Weekly
Monthly
Rarely
Never
Platform: On which device do you primarily access Facebook Reels?
Mobile phone (iOS)
Mobile phone (Android)
Tablet
Desktop/Laptop
Internet Connection: What type of internet connection do you typically use when accessing Facebook Reels?
Wi-Fi
Mobile data (3G/4G/5G)
Other (please specify)
Language: What is your primary language for using Facebook Reels?
Facebook Account: Do you use Facebook Reels with the same account that you use for Facebook, or do you use a separate account?
Same account
Separate account
I'm not sure
Time Zone: What is your current time zone?
Results
Outlined below are the most impactful findings related to this project.
Content Discovery: Users had difficulty discovering Reels content relevant to their interests due to the lack of a personalized feed.
Engagement Drivers: Entertaining and relatable content, as well as easy sharing options, were the primary drivers of user engagement.
User-Generated Content: Users highly valued the opportunity to create and share their content through Reels.
Privacy Concerns: Some users expressed concerns regarding the privacy of content they engaged with and shared on Reels.
Recommendations:
Personalized Feeds: Implement an algorithm that curates Reels content based on user preferences and behavior.
User-Generated Content Tools: Enhance and promote user-generated content creation features.
Improved Privacy Controls: Provide clearer privacy settings and options for users to control their content's visibility.
Implementation
Implementation and Results: The recommendations were integrated into Facebook Reels, and A/B testing was conducted to evaluate the impact of the changes:
Personalized feeds increased user engagement and time spent within Reels.
The introduction of user-generated content tools led to a significant increase in content creation.
Enhanced privacy controls improved user trust and satisfaction.
Personalized feeds increased user engagement and time spent within Reels.
We introduced new personalization controls for Reels that let you customize what you want to see more or less of, so the videos you see are more relevant to you.
We’re making short-form video more discoverable on Facebook by adding Reels to the main navigation of Facebook Watch.
You’ll now be able to scroll seamlessly between reels and longer videos when watching content from creators on Facebook.
The introduction of user-generated content tools led to a significant increase in content creation.
When someone tags your business or product in an Instagram post or uses a hashtag related to your brand, you can send them a request to feature their content on your product pages on Facebook and Instagram.
Posts with product tags will have a shopping bag icon in the Tagged Media tab of your Instagram profile and be marked as Tagged in the UGC tab in Commerce Manager. If the Instagram user approves your request, the post will appear on the product page for the product featured in the post.
Enhanced privacy controls improved user trust and satisfaction.
Facebook Reels introduced granular privacy settings that allow users to customize who can view their content, from "public" to "friends only" or even more specific groups. This gave users a greater sense of control over their content's visibility and privacy
Content Expiry and Time Limits: Users were given the option to set expiration dates or time limits for their Reels videos. This provided assurance that their content wouldn't be perpetually available, increasing their willingness to share personal moments.
Conclusion: This UX research case study illustrates how we enhanced the user experience for Reels. By addressing user preferences and pain points, Facebook improved user engagement, retention, and overall satisfaction with the feature, reinforcing its competitive edge in the short-form video content market.
Lessons Learned
User Engagement Is Key: Facebook Reels users highly value engaging and entertaining content. Emphasizing content quality and diversity can boost user satisfaction.
Personalization Matters: Users appreciate personalized feeds that align with their interests. Tailoring content recommendations can increase user engagement and retention.
Simplicity and Ease of Use: Keeping the Reels interface simple and user-friendly is essential. Complex navigation and processes can deter users.
Privacy Concerns: Users have concerns about the privacy of their Reels content. Enhancing privacy controls and providing clear settings can alleviate these worries.
Content Creation is Empowering: Facilitating user-generated content is a positive feature of Facebook Reels. Encouraging content creation tools can enhance user engagement.
Feedback Channels: Maintaining open channels for user feedback and suggestions is critical for identifying areas of improvement.
Audience Segmentation: Understanding the demographics and preferences of Reels users can aid in content curation and feature development.
Cross-Platform Accessibility: Ensuring that Facebook Reels works seamlessly on various devices and network types is important for broad accessibility.
Continuous Iteration: Regularly updating and refining the feature based on user feedback and changing trends is crucial for long-term success.
Competitive Analysis: Regularly monitoring and learning from the practices of competitors in the short-form video content space can help maintain a competitive edge.
Community Building: Encouraging user interactions, such as liking, commenting, and sharing, fosters a sense of community and increases engagement.
Localization: Localizing content and interfaces for different regions and languages can enhance user engagement in diverse markets.
These lessons should be used to inform future development and enhancements of Facebook Reels, with a focus on delivering a user-centric experience that meets the evolving preferences and needs of the user base.