How Facebook’s UI Innovations Affect Designer Perceptions

Fast-moving tech companies like Facebook must be constantly monitoring their competition to stay relevant, particularly when other players like Snapchat have seemingly popularized innovative features. Facebook's recent push into augmented reality (AR) and camera effects sparks debate among designers, with some questioning whether these steps are simply copying, or a genuine attempt at innovation.

Facebook's Response to the Critics

Mark Zuckerberg, Facebook's CEO, dismissed criticisms that the company has become a 'Snapchat clone.' His defense was multifaceted. 'The first chapter that made sense was to release products that people were familiar with,' he noted, while leading into Facebook's ambition of 'building the first mainstream augmented reality platform.'

Behind this strategy is the realization that Snapchat, despite its innovation, lacks a platform for developers to contribute creatively. In contrast, Facebook has been building its platform experience for over a decade, paving the way for endless AR effects and interactive experiences.

Zuckerberg reinforced this by explaining that the strategy to integrate features familiar to users was part of a long-term plan. 'We started it about a year ago. The point was that we kind of felt like we’re going to need cameras because video and photos are becoming more central but the unique thing that we’re going to do is we’re not just going to build basic cameras we’re going to build the first mainstream augmented reality platform.'

The Evolution of Platform Strategies

Focusing on the evolution of platform strategies, Zuckerberg highlighted the importance of releasing products incrementally. 'You try to chunk up your releases into specific things along the way. And even though we’re going to talk about it at F8, we’re not going to release it all at once even though this is kind of the next chapter. And the first chapter that made sense was to release products that people were familiar with and to kind of stabilize the product before you try to build a platform on top of that right It’s really tough to build the product and the platform at the same time.'

Essentially, adding AR effects to core apps like Facebook Messenger, WhatsApp, and Instagram was part of a larger plan, not simply a copycat strategy.

Designers' Perspectives and Concerns

The move to integrate AR features into various apps has stirred concerns among designers. A former Snap employee accused the company of focusing on richer economies instead of developing an international market. However, Snap has refuted these claims, stating that it aims to serve everyone, including those in India and Spain.

Facebook's focus on manufacturing solar-powered aircraft and deploying satellites aligns with its broader innovation goals. This, Zuckerberg argues, shows the company is not merely copying; it's innovating to meet a wider range of community needs.

Zuckerberg concluded with a forward-looking perspective: 'I think that over the long term the perception I guess kind of equalizes to the right place. And I think building a company you have to be willing to accept that you’re not going to get everything right all the time. People aren’t always going to be happy with you. They’re not always going to understand what you’re doing all the time. But if you’re guided by those short-term things I don’t think you’re going to do the right things in the long term.'

Conclusion

Facebook’s journey into AR and camera effects reflects a strategic evolution rooted in long-term vision rather than short-term copying. The reaction from designers and the broader tech community remains to be seen, but Zuckerberg’s explanation offers insight into the company's ambitions and challenges.