Meta
The Frontline Understand project was a north-star understand project exploring how Workplace might be utilised by the 1bn+ frontline workers around the world.
This work was conducted around the world over an incredibly short two month period. Spoiler alert, the project resulted in Frontline becoming an integral part of the Workplace offering within a matter of months.
The People Problem
Frontline Searchers are the backbone of some of the world’s largest industries, yet their unique needs often go unmet. Unlike Knowledge Workers who sit at desks and are seamlessly integrated into their organizations, Frontline Searchers operate remotely—away from headquarters and often in isolation from the rest of their teams. Despite their critical role, the tools available to them for connecting and collaborating with their organizations are limited. Most SaaS solutions are built with Knowledge Workers in mind, leaving Frontline Searchers underserved and disconnected from the systems that could enhance their efficiency and productivity.
The Approach
To address this gap, we focused on four key themes that underpin the challenges faced by Frontline Searchers:
- People Management: Streamlining the management of shifts, scheduling, and workforce efficiency.
- Tasks and Processes: Enhancing clarity and visibility around daily activities and providing tools for structured task management.
- Communication and Messaging: Improving connectivity and creating formalized channels for seamless collaboration.
- Knowledge Sharing and Learning: Establishing methods for effective training and resource-sharing, ensuring all workers have access to the support they need.
Industries with the highest concentration of Frontline Searchers—Automotive, Hospitality, and Retail—were identified using Gartner data, helping us narrow our focus to where the impact would be most significant.
Remote Research
Given the global scale of this challenge, we partnered with an external research agency to conduct comprehensive, remote research across multiple markets. This allowed us to gather insights from diverse industries and geographies in a remarkably short timeframe. To bridge the physical distance, the research team hosted daily virtual check-ins, sharing photos and videos from the field that gave us a window into the lives of Frontline Searchers.
These feedback sessions proved invaluable. They allowed us to observe recurring issues and identify gaps in existing tools and processes. This real-world insight directly shaped the direction of the product, ensuring that our solutions were grounded in the realities of Frontline Searchers’ daily experiences. By focusing on these key areas, we were able to design features that truly address their needs, empowering workers and bridging the disconnect between them and their organizations.
Design Goals
The design goals were ambitious yet clear: create a framework that could seamlessly span industries, locales, and languages. The designs needed to be lightweight, intuitive, and easy to use, prioritizing speed and simplicity for users across diverse environments. A critical focus was to address the pain points uncovered during research, leveraging Facebook’s unique strengths and capabilities—its “special sauce.” Additionally, the designs had to be adaptable for global audiences, including translations into Portuguese and Japanese, while building on existing Facebook assets and established design patterns.
The work sought to tackle several significant problems identified during research. One key challenge was the use of mobile devices on shop floors, which often created inefficiencies or barriers in workflow management. Another issue was accessing work content outside of regular working hours, which raised concerns about productivity and work-life balance. Furthermore, there were legal challenges associated with exceeding overtime limits, requiring thoughtful design solutions that respected labor laws while ensuring seamless user experiences. By addressing these critical areas, the design framework aimed to deliver a meaningful, user-centric solution tailored to the needs of modern workplaces.
Features
People Management
Effective people management is a critical component of managing frontline workers, as it heavily relies on the scheduling of shifts. Unfortunately, the tools currently used to handle this scheduling are often not fit for purpose, creating inefficiencies and frustrations for managers and workers alike. This inadequacy, coupled with the challenge of motivating a lackluster workforce, puts immense pressure on employees to be even more efficient, exacerbating workplace stress. Moreover, existing people management processes require significant involvement from HR, adding another layer of complexity to an already strained system.
The proposed solution aimed to address these challenges holistically. Key areas of focus included improving scheduling and shift management tools to make them more reliable and user-friendly. Additionally, features like clocking in and out were reimagined to streamline time tracking and reduce administrative overhead. The solution also emphasized enhancing training and onboarding processes, ensuring that new hires could quickly and effectively integrate into their roles, boosting both efficiency and morale across the workforce.
Tasks & Processes
Frontline workers are often expected to manage their daily ad-hoc activities independently, with minimal assistance or oversight. However, routine activities are not consistently posted in a visible or accessible manner, leaving workers to navigate their responsibilities without clear guidance. Tasks that deviate from the norm are typically communicated through informal channels such as messaging apps, team notebooks, or even post-it notes, creating inefficiencies and increasing the likelihood of miscommunication. At the same time, demanding leaders require high-level visibility into the tasks performed by frontline workers, adding further pressure to an already fragmented process.
The solution focused on streamlining and improving task management. A dedicated task creation and tracking tool was proposed to provide clarity and structure, ensuring all tasks—routine or otherwise—are easily accessible to frontline workers. This tool would help standardize processes and minimize reliance on informal communication methods. Additionally, KPI tracking was introduced to give leaders the visibility they need, allowing them to monitor performance metrics and ensure tasks are completed efficiently and effectively. By addressing these pain points, the solution aimed to create a more organized and transparent workflow for both workers and management.
Communication & Messaging
Communication among frontline workers is predominantly informal and face-to-face, taking place during working hours. To coordinate tasks and shifts, groups are often set up in messaging apps, enabling workers to communicate with one another. However, this approach heavily relies on the use of personal mobile phones for work-related communication, blurring the lines between personal and professional boundaries. Consequently, consumer apps are frequently used for both colleague interactions and task management, leading to inefficiencies and potential security risks.
The proposed solution sought to bridge these gaps by connecting the wider business and improving communication channels. One key initiative was reimagining the traditional noticeboard, transforming it into a centralized, digital platform where important updates, schedules, and task information could be easily shared and accessed. This would reduce reliance on personal devices and consumer apps, fostering a more professional and streamlined communication system. By addressing these challenges, the solution aimed to create a cohesive, secure, and efficient communication framework for frontline workers.
Knowledge Sharing & Learning
There is currently no formalized method for knowledge sharing among frontline colleagues, leaving new starters at a disadvantage. Training approaches vary widely depending on the industry, and evidence suggests that these methods are often flawed or inconsistent. As a result, frontline workers are left to seek support on their own, finding help wherever and whenever they can. Knowledge sharing, which could be a valuable resource for these workers, remains ad hoc and fragmented, taking forms such as informal discussions about processes, initiatives, or peer-to-peer support.
The proposed solution focused on creating structured and efficient systems for managing and sharing knowledge. One aspect involved streamlining ways to manage product and stock information, ensuring that critical resources were easily accessible and up-to-date. Additionally, a diverse search function was introduced to allow workers to quickly find the information and support they need, whether it pertains to processes, stock management, or peer insights. By formalizing knowledge-sharing methods, the solution aimed to empower frontline workers with the tools and resources necessary for success.
Outcome
The work received an incredibly positive response from Workplace leadership, who recognized it as a vital step toward shaping the product’s future. They saw it as fully aligned with where the platform needed to be within four years, targeting significant advancements by 2022. This validation not only reinforced the strategic direction but also demonstrated confidence in the proposed vision and its potential impact.
Within just three months of presenting the findings, the initiative was elevated to a P0 priority—indicating the highest level of urgency within the organization. A brand-new team was created specifically to act on the recommendations, reflecting the company’s commitment to driving these changes forward. This swift action underscored the importance of the work and its alignment with Workplace’s long-term goals.
The influence of this initiative extended beyond internal teams. Notable features, such as shift swapping, were introduced to Facebook Groups as a direct result of these efforts. These enhancements catered to the needs of Workplace users, demonstrating how the work shaped tangible improvements in functionality and user experience.
Perhaps most importantly, the changes helped reduce churn among Workplace’s larger clients. By addressing critical pain points and enhancing the product’s value, these updates played a key role in retaining major customers who might have otherwise left the platform. This combination of strategic vision, execution, and measurable impact highlights the far-reaching success of this initiative.