From craft to scale, and the throughline between them.
I'm a product design leader with 13+ years building consumer products that reach billions, from scrappy startups to the largest platforms in the world. My throughline is growth: how new people discover a product's value, decide to trust it, and stay. I have led that work across WhatsApp, Instagram, Meta FinTech, and Facebook’s bets, and I care most about the human moments underneath the metrics.
I started as a maker. As lead Android designer at Evernote, I learned to sweat the details of a single screen, and I built Evernote Market, a curated storefront that paired physical products with the app. At Facebook, I was hired for my Android expertise to build News Feed experiences for people new to the app and new to the internet, and to lead design for the News Feed design system. That is where I went from sweating single screens to shaping the systems that keep a massive surface coherent as it changes.
That instinct for systems pulled me toward the hardest problems. Leading Consumer Design for Meta FinTech, I built payments from zero to one across Novi, WhatsApp Payments, and Messenger Payments. The motivation was access. Roughly 1.7 billion adults are still unbanked, and remittance fees cost migrants billions a year. Novi explored a future where safe, affordable digital payments could reach more people through a stablecoin-based wallet. Building something new, at that scale, with that much at stake, is where I learned to lead.
Since then I have led growth design at the largest consumer scale there is. Two years leading Instagram Growth across acquisition and new-user experience, and now WhatsApp Growth, which I lead today. Activation, the web, brand experiences, identity, and zero-to-one bets, across billions of people. End-to-end product strategy and craft, experimentation roadmaps, and the systems that let teams scale without losing the thread, on work that has spanned Europe, MEA, and LATAM.
What pulls my attention now is how design itself is changing. I work AI-native, building and shaping product direction hands-on in tools like Cursor and Claude, prototyping in real code and synthesizing research in hours instead of weeks. My conviction is that when machines can generate anything, taste becomes the work. Holding the line on design excellence and quality is the harder part, and the one that separates a product people tolerate from one they love. That is the practice I am building, on my teams and in my craft.
Outside product, I'm a contemporary fine artist and creative wellness advocate. My art explores place, memory, and emotional connection, and it is where I go to think with my hands. I mentor through Women @ Meta Design and teach floral design and painting workshops, because the bar only rises when you bring others up with you. Giving back matters to me: I sit on the board of Dress for Success and volunteer with the American Cancer Society. I live in the Bay Area with my husband and our four cats.
I care most about the moments where a product earns someone's trust. That is the work I want to keep doing, at the highest level.
Say hello: @AliHall.design · LinkedIn · AliHall.art