Facebook Creator Publishing
My Role
Led end-to-end design for the Post and Reel Composer modernization, spanning entry points, creation, and publishing/share flows.
Created the Composer Governance Framework to establish scalable principles, organization patterns, and a repeatable decision path for feature placement.
Diagnosed the post-launch regression and reframed the problem from feature organization to creator workflow, building the case for a strategic shift toward media-first creation.
Set the design direction for mitigation experiments and competitive evaluation, using product data, UXR, and market patterns to inform the next iteration.
Influenced the broader Creator Publishing strategy and operating model, including H1 roadmap sequencing, formation of the Composer design v-team, infrastructure unification, and cross-platform parity direction.
Time
October 2025 – July 2026
00
The story in 60 seconds
We were solving the problem at the wrong level.
Leadership asked us to simplify the Composer, and by that measure, the redesign worked. 
Creators could find tools much more easily. But publishing still regressed. That made me realize we had solved the problem at the wrong level. We improved how features were organized, but not how creators actually worked. So I reframed the problem around the creator workflow and redirected the strategy toward a media first publishing experience.
01
The clutter
Turn a subjective complaint into a system the team could act on.
”I feel like it is a little overwhelming for your brain when you go to post and have 15 things you have to check first.
Creator research participant
0
20+
tools on the share sheet
14 / 33
tools could be merged
20
text-style variations
21+
copy inconsistencies
