Bulk Unfriending
Research shows that some users think their friends list is bloated or outdated, and the process to unfriend people can be time consuming or tedious. We built this tool to make it easier for users to unfriend multiple people at once. Users can feel more confident sharing photos and updates with a friends list that is more curated.
The placement
Finding a suitable permanent place for the tool’s entry point was crucial for its success. For the optimal user-experience, the right people needed to be able to find the tool at the right time. Placing the permanent entry point in the Friending surface was intuitive, and a tool tip helped drive interactions. I A/B tested different value props in the tool tip before shipping this variant.
the content
At this stage in the prototype, the descriptive content on this landing screen needed to satisfy several things:
Promote a value prop of the tool (i.e. categorical lists)
Educate the user about how this tool works
Direct the user to where they can find the permanent entry point (in case they landed here from a quick promotion or ad)
Be clear and concise to localize globally
the categories
An earlier prototype didn’t have categories, but after testing that version in UXR (user-experience research) we concluded that users may find more value in this tool if they have more control over it. We later tested different types of categories and landed on these three.
Upsells
After the tool was built, we explored different ways to get it in front of the users who would value it the most. We identified that user to be one who has a high-intent to unfriend (more than one person).
Chaining opportunities
After a user takes an unfriending action on another’s profile, they will receive a toast upsell that’ll take them to the “Bulk Unfriending” tool. I led the cross-functional discussions to have this chaining event and content approved by the team that manages these screens.
quick promotion in feed
Since the user is in their Feed, the content here is contextual because it connects the tool’s value prop with the users’ experiences in Feed. By removing people from their friends list, they would effectively no longer see those people’s updates in their Feed.
