Cross App Registration
Cross App Registration
Scope
Scope
From H1 2022 through 2024, I acted as design lead for registration across Meta's Family of Apps. My scope spanned flows such as “New to Family”, “New to App”, and later the shift to the Meta Account. I also led registration for web and drove youth regulatory compliance across multiple jurisdictions.
From H1 2022 through 2024, I acted as design lead for registration across Meta's Family of Apps. My scope spanned flows such as “New to Family”, “New to App”, and later the shift to the Meta Account. I also led registration for web and drove youth regulatory compliance across multiple jurisdictions.
Problem
Problem
Apps each ran registration on separate design systems with no shared identity model — every sign-up started from scratch. The vision was to move from a decentralized account model to one centralized Meta Account, with app-specific profiles underneath.
Apps each ran registration on separate design systems with no shared identity model — every sign-up started from scratch. The vision was to move from a decentralized account model to one centralized Meta Account, with app-specific profiles underneath.
New to Family
New to Family
"New to Family" is the flow for a first-time Meta signup. Each app had built this on its own design system, with no shared brand language — the goal was a cohesive Meta identity that made growth experiments easier to run consistently. Facebook and Instagram see roughly 5.4M NtF registrations daily (2.5M Facebook, 1.6M Instagram).
"New to Family" is the flow for a first-time Meta signup. Each app had built this on its own design system, with no shared brand language — the goal was a cohesive Meta identity that made growth experiments easier to run consistently. Facebook and Instagram see roughly 5.4M NtF registrations daily (2.5M Facebook, 1.6M Instagram).
New to App
New to App
I also designed “New to App” — the flow for someone who already has an account on app X, registering for another app Y (example: a user with an Instagram account registering for Facebook).
I also designed “New to App” — the flow for someone who already has an account on app X, registering for another app Y (example: a user with an Instagram account registering for Facebook).
Identity Sync
Identity Sync
The first attempt embedded Identity Sync — a two-way sync of name, photo, and profile data — meant to introduce a cohesive "one company identity" early. But it created real risk: Facebook requires real names, and syncing could force a name change that exposed a user's real identity on Instagram.
The first attempt embedded Identity Sync — a two-way sync of name, photo, and profile data — meant to introduce a cohesive "one company identity" early. But it created real risk: Facebook requires real names, and syncing could force a name change that exposed a user's real identity on Instagram.
UXR insights
UXR insights
Research pointed to a deeper issue than risk — comprehension. People didn't understand "syncing," even after reading the disclosure. In India, our largest market (40% of daily Instagram signups, 20% of Facebook's), users read the screen as confirmation info would carry over, not as a privacy decision. They just wanted registration to be fast.
Research pointed to a deeper issue than risk — comprehension. People didn't understand "syncing," even after reading the disclosure. In India, our largest market (40% of daily Instagram signups, 20% of Facebook's), users read the screen as confirmation info would carry over, not as a privacy decision. They just wanted registration to be fast.
Decision 1 — Sync vs. Import
Decision 1 — Sync vs. Import
We regrouped around two central product decisions for New to App: whether to sync or simply import data, and whether to frame the flow around profile or account.
Sync vs. Import: With research supporting our POV, we advocated for replacing two-way Identity Sync with one-way importing (autofilling name/photo from the existing account, editable, no ongoing sync). Data backed this: removing IS and simply autofilling name tested positive on both platforms — a completion lift of +56K Facebook and +800K Instagram registrations.
We regrouped around two central product decisions for New to App: whether to sync or simply import data, and whether to frame the flow around profile or account.
Sync vs. Import: With research supporting our POV, we advocated for replacing two-way Identity Sync with one-way importing (autofilling name/photo from the existing account, editable, no ongoing sync). Data backed this: removing IS and simply autofilling name tested positive on both platforms — a completion lift of +56K Facebook and +800K Instagram registrations.
Decision 2 — Profile vs. Account
Decision 2 — Profile vs. Account
Profile vs. Account: As this work extended into the Meta Account initiative, we also pushed registration to frame itself around "linking to your Meta Account" rather than "continuing as [identity]" — aligning with where the company's unified account model was headed.
Profile vs. Account: As this work extended into the Meta Account initiative, we also pushed registration to frame itself around "linking to your Meta Account" rather than "continuing as [identity]" — aligning with where the company's unified account model was headed.
Outcomes
Outcomes
Meta Account Launch
The Meta Account launch (including New to Family and New to App flows) was officially announced in April 2026, and is planned to continue rollout throughout 2026.
Meta Account Launch
The Meta Account launch (including New to Family and New to App flows) was officially announced in April 2026, and is planned to continue rollout throughout 2026.
Web and regulatory compliance
Web and regulatory compliance
Post-launch, I continued to be the design lead for registration web across the Family of Apps. I executed on growth optimizations to the new NtF and NtA flows, continued the Meta brand expansion to other surfaces like web, and partnered with legal and policy teams to keep registration compliant with regulatory requirements across jurisdictions.
Post-launch, I continued to be the design lead for registration web across the Family of Apps. I executed on growth optimizations to the new NtF and NtA flows, continued the Meta brand expansion to other surfaces like web, and partnered with legal and policy teams to keep registration compliant with regulatory requirements across jurisdictions.
