Facebook Profiles
Prototyping multiple personal profiles on Facebook, one account, separate spaces for the different parts of your life, each with its own Feed and instant switching.
Product demos via Meta Newsroom, September 2023.
Overview
Sometimes separate is simpler. Facebook Profiles let people create multiple personal profiles under one account, one for friends and family, another for a community or an interest, so they can organise who they share with and what they see. Each profile has its own Feed, and you can switch between them without logging in.
I built the main prototype behind it, the interactive model that made creation, the unique per-profile Feed, and the seamless switch tangible enough to review, refine and align on.
The experience we prototyped
Create up to four additional personal profiles, each with its own name and @username.
Connect with the people and communities you choose, so each profile has a unique, relevant Feed.
Move between profiles with no login required, the moment the whole idea hinges on.
Privacy and notification settings are managed per profile; your main profile stays private.
Making the switch feel effortless
The hardest part wasn't creating a second profile, it was making the switch between identities feel instant and unmistakable. The prototype let us feel the transition, the moment of confirmation, and how each Feed re-composes around a different part of someone's life.
Coming after a year of experimenting with multiple profiles, and the success of interest-based accounts on Instagram, the working model was how the team pressure-tested the flow before it rolled out globally.
There's more inside
The prototype walkthrough is protected. Enter the access code to watch it.
Inside the prototype
A walkthrough of the Profiles prototype.