Throughout discovery, the message we kept getting was that our audiences, both real and aspirational, thought our site was only for product designers. This perception did not match up with the broad diversity of the Facebook Design community, and in order to build a meaningful relationship with all our audiences, the new Facebook Design site needed to embody a radically inclusive platform. This term, “radically inclusive,” became the driving concept behind our design decisions. To execute on this concept, we focused on making the site empathetic, collaborative and accessible.
A site’s homepage typically introduces an organization and sets expectations for what users will get from diving deeper. So you can apply this explanation of a few choices we made for the homepage to other sections.
Our new site’s homepage copy explicitly addresses a diverse audience. Word choices throughout the site help show that we value empathy, collaboration, and accessibility. We use simple English devoid of regional nuance, while the second-person point of view (addressing visitors as “you”) makes the language feel more personal.
We’ve used a homepage image for the redesign launch that includes a person wearing an Oculus headset to not only help showcase the range of apps and technologies the Facebook Design community works on, but to also nod to the various roles (in this case industrial design) that work requires. For imagery used throughout the site, we took direction from our overarching Facebook company photography guidelines. These encourage us to show relatable and authentic scenes that focus on real people (not actors) in their environments. Within those guidelines, we strategically chose images of people who might fill different roles and interact with objects that reflect our varied technologies.