01Reframing the value proposition
The initial value props were PM-drafted and growth-oriented — accurate internally, but not built around how a real user evaluates something new. I rewrote them around user-centered needs surfaced by research: building community without the overhead of a Facebook group, the appeal of scale, and the need to feel in control.
~23% lift in new community creation within 6 weeks of NUX launch
Build a chat-based community on Messenger
Plan events, find support and share information with your community, all in one place. No Facebook group needed.
Bring up to 5,000 real-world connections online
Create a community space on Messenger for any group or organization and give it room to grow.
Use simple tools to help your community thrive
Unlock admin tools to help you safely manage your community so you can focus on building relationships.
02Building a trust and safety content system
Discoverability only works if users feel safe. I shaped the “Request to Join” feature concept and its content experience — giving admins meaningful control over membership while clearly communicating the public nature of communities to new members. I partnered with Legal to translate moderation requirements into plain, reassuring language.
~14% increase in new community creation the month following launch
~39% of new communities opted into request-to-join
