Guiding Principles

My design process is centered around people and how their needs fit into larger systems. I particularly excel in being able to go deep into an ambiguous space, simplify complex problems, and catalyze action through design execution. I ask a lot of questions.

My skillset in visual design, high-fidelity prototyping and defining product strategy have helped me lead design across different product spaces. I do my best work when I feel that I am making a tangible impact and growing myself and others.

Select Works —

META

Video Growth Design

April 2022 - Present
Product Design Lead

I currently lead design for Video Sharing at Meta, exploring ways to grow the next generation of users who love Video on FB.

My work involves partnering closely with research partners to identify the barriers to sharing video content, specifically among young adults. Over the course of the past year, I have developed a design strategy for the team to help us work towards a North Star vision for growing video on Facebook.

Below is a sample of some of the design work but more detailed case studies are available upon request.

View Sample Work

META

Legitimacy Incubation

June 2021 - Dec 2021
Product Design Lead

In 2021, our Integrity teams at Meta discovered through research that despite making progress towards protecting people, there was still public distrust in our Legitimacy. Legitimacy is achieved when people and stakeholders believe that we are effective at reducing harm and do so in defensible ways.

During my time on this team, I led design strategy, pitched concepts to leads, and collaborated closely with Policy and Research to design experiments that move our user-sentiment metrics. While this was an incredibly challenging task, the team was still able to achieve major learnings in regards to how we approach building trust with users.

Below is a sample of some of the design work but more detailed case studies are available upon request.

View Sample Work

META

Election Integrity

May 2019 - Aug 2019
Product Design Intern

During my time on the Facebook Civic Integrity team, I designed two internal tools to dismantle coordinated inauthentic behavior and combat the spread of misinformation. Over the course of 12 weeks, I worked cross-functionally to implement their usage across Facebook and Instagram. These tools are used in the Facebook Election War Room to preserve the integrity of civic discourse during elections and crises.

Because this work is sensitive and covered by NDA, I can only reveal this much publicly. However, you can learn more by visiting the links below or by reaching out to me for more details.



What is Coordinated Inauthentic Behavior?
Inside the Election War Room
LinkedIn - Instagram - Email

2023 Salma Elztahry. Built from scratch with only a mother can know. All rights reserved.