Hi! Im Andrea Alam Currently a lead product designer at Facebook - - PowerPoint PPT Presentation

Hi! I’m Andrea Alam

Currently a lead product designer at Facebook

Today’s Outline

1 — Creative and Passion Highlights from my Background 2 — Design of Food Tracker for Kids 3 — AR Try On Integration in Instagram Shopping

Creative Background

Editorial Storytelling Visual Mediums Animation

Passion Background

Atmosphere Dissection Joint Engineering Accolades Companion Competitions

Passion Background

Double Trouble

Healthy Food Tracker for Kids

An experience where schools can influence students’ food choices

Goal

Design an experience where schools can influence students’ food choices.

Identifying Target Audience Framework

Low Dependence High Dependence Low Maturity High Maturity

PREGNANCY AND INFANTS

0-1

TODDLERS

2-4

SCHOOL-AGED CHILDREN

5-10

PRETEENS

11-13

TEENS/ ADOLESCENTS

14-18

YOUNG ADULTS

19-30

MIDDLE AGED ADULTS

31-50

OLDER ADULTS

51-64

ELDERLY ADULTS

65+

PRIMARY SCHOOL SECONDARY SCHOOL

SOURCE: Zimmerman, M., & Snow, B. (2012). An Introduction to Nutrition.

Understanding Decision Making Flywheel

Students Family Teachers Social Environment Interactions Between Audience and Environmental Conditions

SOURCE: Pérez-Rodarigo, C., Aranceta, J. Nutrition education in schools: experiences and challenges.

Remote Interviews

Interviews with Teachers and Families

JUDY ATHENA CARLY JOSEPH MARK Secondary Teacher Secondary Teacher Secondary Teacher Parent of Secondary Parent of Secondary 45-54 25-34 35-44 35-44 45-54

Long-time career teaching at many schools New graduate having taught at few schools Many years teaching at many schools, husband also a teacher Parent of 2 under 13, avoids much use of technology with children Parent of 3 under 15, regularly uses technology with children

Ontario, Canada Palo Alto, California New York, New York San Jose, California Berkeley, California

Remote Interview High-Level Themes

I think if done right where they use it to identify different kinds

• f food and learn about food

groups it can be good but I would caution against too much pressure on tracking everything they eat. As someone who has battled dieting, calorie counting, and my weight yo-yoing my whole life I think tracking what we eat can quickly become an

• bsession.

CARLY

Body Image and Self-Esteem

JUDY

If each child had an iPad, I'm sure the tracking could be done that way.

Available Technology and Privacy

MARK

Food suffers from what’s the

• urgency. There’s no friction

around getting them to tell me what they ate or want to eat, versus a chores app.

Urgency

Derived Design Assumptions

I think if done right where they use it to identify different kinds

• f food and learn about food

groups it can be good but I would caution against too much pressure on tracking everything they eat. As someone who has battled dieting, calorie counting, and my weight yo-yoing my whole life I think tracking what we eat can quickly become an

• bsession.

CARLY

Body Image and Self-Esteem

JUDY

If each child had an iPad, I'm sure the tracking could be done that way.

Available Technology and Privacy

MARK

Food suffers from what’s the

• urgency. There’s no friction

around getting them to tell me what they ate or want to eat, versus a chores app.

Urgency Unique Passive Private

Current Experience

Health Curriculum and Programs School Lunch Programs School Nutrition-Promotion Tools

Current Experience

Health Curriculum and Programs School Lunch Programs School Nutrition-Promotion Tools

Problems with Health Curriculum and Programs

Top Problems for Students

— Influenced by:

• Peer/”vending machine” mentality
• Family environment (parents as role models)
• Societal trends
• Taste preferences
• Media message and television commercials
• Access to vending machines and unhealthy cafeterias

— Poor choices lead to:

• Tooth decay
• Food sensitivities
• Obesity and absenteeism
• Diabetes
• Preliminary high blood pressure
• Malnourishment

JUDY

Most kids know what the healthy choice is but when the choice is between Halloween candy and an apple, you know what they will pick.

Problems with Health Curriculum and Programs

Top Problems for Teachers

— Not equipped with skills and knowledge to integrate and promote nutrition education — Inadequate training — Lack explicit curriculum and suitable education materials

At a past school I worked at we reinforced good eating habits, especially for class parties and birthday treats. Families could bring in something healthy to eat, and cupcakes, cake, etc. wasn’t allowed. But as for seeing if healthy food habits influence children to make better decisions, I don’t really have any knowledge/research on this.

ATHENA

Problems with Health Curriculum and Programs

Top Problems for Schools

— Lack of manpower/womanpower — Not enough time and funding — Slow and complex integration process — Not enough knowledge, teacher training and preparation —Unhealthy school vendors

CARLY

I think it depends entirely on the funding for the school.

Current Experience

Health Curriculum and Programs School Lunch Programs School Nutrition-Promotion Tools

Problems with School Lunch Programs

Top Problems

— Nutritionally inadequate — Demonstrate wrong-size proportions — Do not model healthful choices — Lack facilitated parent involvement

Purpose/Mission of Health Curriculum and Programs

— Increase health awareness, communication and skill building — Increase student satisfaction with school meals and participation in school meals programs — Enhance teacher and student self-efficacy

Mission of App

To start building and developing healthy eating habits

Highlight weekly lunch menu for more understanding and participation from teachers and families Encourage shareability of healthy student meals to increase social engagement Promote planning for long-term performance comparable to other top performing schools

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Current Landscape

Seesaw ClassDojo

+ Students can give feedback to each other

• Allows students to post

under another name

• Multiple students doing

the same activity have to sign in and out via QR code + Parents able to see pics

• f child and classmates, a

daily report on child

• Can't download pictures
• Sometimes don’t receive

notifications

Lifesum

+ Details what to improve each week

• Hard to navigate

between days

• Does not provide enough

nutritional information or customization (e.g. water bottle size)

MyFitnessPal

+ Very easy to compile a detailed log of nutritional info

• Lose weight language
• No weekly recap

Sketches

Solution

Learn about your food, day-to-day

Student

Solution

Student and Teacher

Solution

Students

Teacher Parent

School

What’s in your ?

Instagram Shopping Try On

An experience where people can build confidence in the products they're interested in

Goal

Help people build confidence in the products they're interested in. Design a seamlessly integrated and differentiated augmented reality experience in Instagram Shopping.

Current Experience

2D Pictures Reviews Video Content Ecommerce Consideration Tools

Flat, 2D pictures don’t always give you the exact details of

• something. You can be taking

the risk of, “I think this is what I want.”

KAREN

It’s hard to trust reviews.

KYLIE

I’m not a 5’9, size 00 woman.

MOE

Current Experience

$550B

Ecommerce Consideration Tools RETURN DELIVERY COST BY 2020

SOURCE: Statista, 2019

Problems with Ecommerce

Explor Top Problems for Consumers

— Being able to try things on when online shopping because they’re unable to evaluate in person (seeing how it looks without having to go to the store) — Being able to confidently make informed purchase decisions that it’s the right product for them (avoiding the hassle of making a return)

Problems with Ecommerce

Explor Top Problems for Businesses

— Adding efficiencies to the customer experience — Extracting more from physical stuff (Ie retail space, advertisements, packaging, products) — Acquiring more customers (new modes of product discovery, collapse distance from discovery to conversion — Building and maintaining relationships with consumers (stimulating conversation about the brand, building customer profiles, understanding trends, behavior and interest in products)

Businesses Consumers

AR Commerce Hypothesis

An enhanced shopping ecosystem: Consumers can try before they buy to make more durable decisions, unlocking the next generation of shopping convenience. Businesses can bring products to life, increasing sales, reducing returns and helping consumers build trust in their brand.

AR Commerce Flywheel

Explor Consumers 3rd Party Integrators AR Creators (Businesses) Ecosystem Interactions Between Audience and Ecosystem Conditions

Problems with AR Creation

Explor Top Problems for 3rd Party Integrators

— Understanding what impacts performance — Identifying problematic assets more specifically (e.g. which texture is it that needs compression?) — Troubleshooting unexpected changes to the platform — Locating recent, relevant and localized documentation to learn from

AR Studio Platform

Beauty Fashion

Product Category Prioritization

• Very difficult to imagine without

physically trying on in context of skin tone, complexion and face shape

• Unsanitary to try on
• Cumbersome to try on and compare

similar shades

• Very difficult to imagine without

physically trying on in content of face shape and eyebrow height

• Cumbersome to try on and compare

similar styles

Best Overlap Between User Problems and Available Technology

Lipstick, Eye Shadow, Eyeliner Glasses

When I'm interested in a product, help me see it in context to build up my confidence to buy it.

Try On Job

Instagram Shopping Journey

Explore Feed Shopping Home Shop on Profile PDP Low Intent High Intent (Discovery) (Conversion) (Evaluation)

From Business Post From Business Profile

MAC Cosmetics NARS Cosmetics Ray Ban (Luxottica) Warby Parker

98 products with 438 SKUs

Top Challenges

Explor

1 — AR is almost never the only thing to ship a complete product 2 — Instagram is not a complex product by design 3 — Being ahead of the industry means brands need education and convincing of value

Being the 3rd External Team ever to Integrate a Product into Instagram

Top Challenges

Explor

1 — AR is almost never the only thing to ship a complete product 2 — Instagram is not a complex product by design 3 — Being ahead of the industry means brands need education and convincing of value

Being the 3rd External Team ever to Integrate a Product into Instagram

Role Executing a Complex Flow

Explor Collaborating with Instagram Shopping and Camera Designers Before

Role Executing a Complex Flow

Explor Collaborating with Instagram Shopping and Camera Designers Before

Role Executing a Complex Flow

Explor Collaborating with Instagram Shopping and Camera Designers During

Role Executing a Complex Flow

Explor Collaborating with Instagram Shopping and Camera Designers During

Role Executing a Complex Flow

Explor Collaborating with Instagram Shopping and Camera Designers After

Role Executing a Complex Flow

Explor Collaborating with Instagram Shopping and Camera Designers After

Role Executing Complex Underlying Technology

Explor

— Development of master template with collated photo-realistic shaders — Integration of lighting simulation — Creation of 3D model guidelines — Template and best practices documentation creation

Original Improved Collaborating with Technical Artists and 3rd Party Agencies

Top Challenges

Explor

1 — AR is almost never the only thing to ship a complete product 2 — Instagram is not a complex product by design 3 — Being ahead of the industry means brands need education and convincing of value

Being the 3rd External Team ever to Integrate a Product into Instagram

Role in Design Process with Shopping

Explor Moderating UXR and Advocating In-Camera Purchase in IG Reviews

Role in Design Process with Shopping

Explor Moderating UXR and Advocating In-Camera Purchase in IG Reviews

Role in Design Process with Camera

Explor Iterating with 3 Possible Camera Designs and Keeping in Sync with Engineering

Top Challenges

Explor

1 — AR is almost never the only thing to ship a complete product 2 — Instagram is not a complex product by design 3 — Being ahead of the industry means brands need education and convincing of value

Being the 3rd External Team ever to Integrate a Product into Instagram

Role in Collaboration with Partnerships and Brands

Explor

— Development of pitch decks and collateral — Managing expectations cross-org and cross-functionally — Motion prototypes — Step-by-step guidelines — Multiple reviews at many levels — Quality assurance of effects

Long-term Vision, Expansion and Execution Documentation

Success Criteria

Explor

AR Delighted Shoppers IG Shoppers find AR useful, helpful in decision making and would employ AR in the future

Planned Research & Survey

Satisfied Retailers Retailers expand AR to more products, positive feedback AR experience for users Attracted Retailers Attract retailers to IG Shopping for enabling AR

Learnings

Collaboration, positivity and flexibility led to a great launch

Applying feedback with detail and resilience kept visibility high, generating allies and friendships Optimization comes next, learn, go back next year, do a little bit more, learn, understand if there’s ROI there Shoppers have interest in trying AR when they view PDP (23% participation, 3.7% increase in purchase)

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Thank you! Fin.