My Role
Lead product designer
Project Type
0-1 product design
Team Details
10 cross-functional partners across 3 teams
Introduction
Meta’s Ads Manager is a tool for 30 million businesses to optimize their advertising across Meta’s ecosystem. I led the creation of a feature that allows businesses to customize their ad recommendations for enhanced outcomes.
Immediate Impact
- Achieved a 70% adoption rate among advertisers, enhancing ad relevance and effectiveness.
- Maintained a 75% accuracy in data personalization, ensuring reliable and effective ad targeting.
Further Impact: From Feature to Page
From its inception as Editable Profile, this feature expanded into a larger initiative within Meta, leading to the launch of an external Ads Manager page and the creation of a robust internal data platform to support advanced personalization techniques.
The Vision
Transform Meta Ads Manager into a platform that understands and caters to the unique needs and goals of every small business.
Making Today’s Experience Ideal
For small businesses, the perfect ad management tool would offer accurate, beneficial recommendations that are directly applicable to their unique business models, eliminating frustration and optimizing advertising budgets.
Regaining Trust
Our goal combines giving small businesses control over their data with optimized recommendations, striving for 50% profile completion and accuracy to fuel future enhancements.
Balancing Different User Needs
Combining our 2 power users, Editable Profile met the needs of novice small business owners who were seeking setup guidance and expert marketing managers who prefer minimal disruptions to their established workflows.
Improving The User Interface
I analyzed how profiles were structured across different companies, focusing on standard practices and unique approaches. Central edit buttons and segmented cards for different tasks stood out as effective design elements.
Applying these insights, we crafted our initial design with distinct profile sections. This strategy enhanced user navigation and interaction efficiency.
Incorporating Engineering Feedback
Our plan was to give advertisers control over their business industry, data sources, and targeting information. After reassessing the value of data sources with our engineers, we removed it from the MVP to focus on more impactful elements. This decision was based on ensuring that user-provided data would offer clear and beneficial outcomes.
Listing Business Categories
Presenting two lists of business categories provided a structured way for advertisers to define their primary industry, vital for recommendation accuracy. This design balanced user needs and engineering priorities.
Prioritizing Simplicity over Education
To prevent mislabeling, we opted for manual testing of each entry, ensuring accuracy without compromising accessibility or legal requirements. This approach provided clarity and maintained user trust in the categorization process.
Listening To Our Users
My content designer and I renamed "primary" and "secondary" industries to "Industry 1" and "Industry 2" after feedback indicated confusion. This solution preserved the required hierarchy for our algorithms and offered a clearer understanding for users.
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