Instagram: Stories & Reels Design & Launch

The Human Problem

New digital behaviors are not automatically understood. Even when technology is powerful, people hesitate to use unfamiliar features if they feel confusing, performative, or socially risky.

The Idea

Focus less on the technology and more on social comfort. Make new features feel obvious, expressive, and safe to try.

The Work

As Global Creative Lead, I worked across product, marketing, and communications teams to introduce new interaction patterns across Meta platforms. This included helping mainstream audiences understand camera-based communication, interactive effects, and new forms of messaging and expression.

Creative programs, onboarding experiences, and brand storytelling were designed to answer simple human questions:

What is this for? When would I use it? Will I feel awkward?

Behavior Change

Features became part of everyday communication rather than novelty tools. Adoption depended not on capability, but
on confidence.

Why It Matters

At large scale, design is not only about usability. It is about social permission. When people feel comfortable participating, a feature becomes a behavior — and a behavior becomes a habit.