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Facebook recently made profiles more “contextual” on their iOS app, writes John Paul Titlow in Fast Company. That means that like Google searches or other personalized experiences, Facebook profiles will now appear differently based on who’s viewing.

“We wanted to know what people find useful when they look at their friends’ profiles.” says Facebook UX researcher Shivani Mohan. “And what do they not find very useful? When people are going to the profile of a person who is not their friend, we wanted to know the same thing.”

To figure out the look and feel of these dynamic layouts, Mohan and her team did tons of user research, both digital and analog. Here’s what they learned.