Prior to this workstream, Facebook’s “intra-app” products - things like Groups, Events, Photos, Videos, and Stickers - all lived within their own separate walled verticals. As an example, if you were interested in “the World Cup” you’d have to decide if you wanted to search for a photo of the World Cup, videos about it, or things like World Cup events or groups.

Recognizing this was an instance of products following internal org charts vs human behavior, we came up with a solution: a unified experience that lets people search and discover via an interest itself, rather than having to select a product to search within. Streamlining the best parts of existing products and discarding the rest, we created a new, simple, and elegant interface that allows users to go deep on practically any interest they have, no matter what it might be. Results for queries now feel deeper and more meaningful, instantaneously providing results for Photos, Videos, Live Videos, Events, Groups, Sticker Packs, Profile Frames, and more, all in one easy to navigate place.

To accompany this launch, we created an integrated campaign where we deconstructed the experience and created artful pieces of communication showing off the product itself, as well as displaying the depth and breadth of information a user could find about practically anything that interested them.