I design for trust

Making Autofill easier to understand at a high-trust moment

Meta’s in-app browser Autofill lets people save payment information for faster checkout later. But the experience had to communicate value, security, and control at a moment when people were being asked to trust Meta with sensitive information. I led content design for the Save and Use experience across Facebook and Instagram, iOS and Android, partnering with Design, Product, Research, Legal, Privacy, Engineering, and Data Science.

Problem

Too much information competed at the moment people needed to decide.

Outcome

A clearer, more efficient experience that preserved required coverage while producing positive secondary product signals.

The challenge

The experience was asking people to process too much at the moment they needed to make a decision.

During an audit of the Autofill experience, I identified this as a disclosure problem: the language was accurate, but dense. Value, security, data use, controls, and required disclosure were all competing for limited space.

The challenge was to make the experience clearer and more reassuring without losing information people needed to make an informed choice.

What I did

I made every piece of content work harder.

I redesigned the language across multiple treatment experiences, adapting the content to different visual approaches while maintaining the same legal, privacy, and product requirements.

I focused on three things: clearer value, stronger trust signals, and better economy of space. That meant making the benefit more immediate, explaining security more directly, simplifying controls and settings language, and removing repetition across the existing disclosure layers.

Clearer value

Made the benefit immediate and personal.

Stronger trust

Explained security more directly and confidently.

Better economy

Removed repetition and tightened every word.

A four-row before, after, and why table showing changes to the Autofill value proposition, security context, button label, and CVV instruction. — A content decision record connecting each language change to the question or product problem it addressed.

Resolution

The experience became substantially clearer without sacrificing required coverage.

The redesigned treatments reduced the full disclosure by 46% and the primary consent disclosure by 58%, while preserving the information the experience was required to communicate.

The work also established an approved content baseline the team could reuse rather than starting over with each new Autofill iteration.

Impact

+1.6%purchase completion, iOS — with no harm to Autofill adoption

+1.1%Save Accepts, Instagram Android

46%fewer words — approximately 140 → 75 across the full disclosure

58%shorter primary disclosure — 63 → 26 words at the key consent moment

Reflection

Better disclosure isn’t about saying less. It’s about making the available space more valuable.

The work separated two questions that are easy to conflate: does this change the metric, and is this a better experience? Even without an overall experiment win, we created a clearer, more efficient model for communicating a sensitive decision.