Role

Product Designer (UX Audit & Analysis)

Platform

Meta AI (Mobile)

Case Type

Exploratory UX Case Study (Heuristic + Behavioral Analysis)

1. Background & Context

Meta AI allows users to log in using their Meta profiles, which are often connected to multiple Instagram or Facebook accounts.

For creators, professionals, and power users, managing multiple profiles is common, and the ability to select the correct profile during login is critical to a smooth onboarding experience.

During real-world usage, a critical friction was observed in the profile selection step of the Meta AI login flow.

2. User Persona

Name: Sam Karan

Age: 38

Occupation: Content Creator

Location: New Delhi, India

Relevant Traits

1. Values speed and efficiency
2. Uses multiple Instagram profiles
3. Actively experiments with new AI tools
4. Uses AI for content creation workflows