Case study 2: Meta Verified
Overview
Meta Verified was Meta's first major subscription product, allowing users to verify and protect their account simultaneously across Facebook and Instagram. The work touched some of the most sensitive territory in consumer tech: identity, trust, and the handling of government-issued ID.
The Challenge
Few UX writing problems are harder than asking users to hand over something as personal as a photo of their ID. Meta needed to clearly communicate the value of a brand-new subscription offering, in a category the company had never operated in before, and confirm user trust in the identity verification process.
There were three specific content challenges to solve for:
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Trust and transparency: Users needed to understand exactly what would happen to their identification data, and why it was being asked for
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Education: The benefits of Meta Verified were unfamiliar; value had to be established, not assumed
- Sensitivity: The stakes of getting the tone wrong were high. Too corporate and it felt cold. Too casual and it felt unserious about privacy.
All of this needed to move fast, due to the high-visibility, high-visibility nature of the project.
My Role
I was selected to lead content design on Meta Verified by senior design directors after less than a year at Meta, a reflection of the trust the team had in my ability to navigate ambiguous, high-stakes work quickly. I owned content across the full product experience, working directly with product designers in Figma and collaborating closely with research, legal, and policy throughout.
What I Did
Defined the trust and transparency voice for identity verification
The most sensitive moment in the Meta Verified flow is asking a user to submit a government-issued ID. I developed the content framework for how Meta would explain this ask in language that was clear, plain, and honest without being alarming. This meant working closely with legal and policy to find the truthful version of every claim, then translating it into something a real person would actually read.
Tested value proposition language with real users
As the first subscription product Meta had launched at this scale, there was no inherited playbook for communicating value. I participated directly in research sessions, speaking with users to understand their goals, motivations, and Jobs to Be Done within the surface. Those conversations directly shaped how we framed the subscription's benefits.
Wrote the end-to-end experience
I authored notifications, upsell prompts, educational flows, and guidance content across the full Meta Verified journey. This included first exposure entry points from in-feed announcements through identity verification, onboarding, and ongoing account management.
Integrated with Accounts Center
Meta Verified needed to connect cleanly with Meta's central profile and account management infrastructure. I worked with the central Accounts Center team to write and integrate ingress points that fit within their existing patterns while clearly signaling what Meta Verified was and why it was relevant.
Collaborated directly in Figma
I worked directly with product designers in Figma throughout, embedding content approaches in the design work itself and dictating information architecture as a result. This meant content was shaping flows in real time, catching structural problems early and ensuring words and layouts were solving the same problems together.
Impact
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Helped launch Meta's first major subscription product to market, on an aggressive timeline, which surpassed half a million subscribers in its first half of operation
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Developed trust and transparency content that addressed user skepticism around ID submission directly
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Validated value proposition language through direct user research, ensuring the subscription's benefits landed with real users before launch
- Built a full end-to-end content experience across two platforms, from upsell through verification and account integration