Intermediate advertisers are often overwhelmed by Ads Manager’s complexity and lacked timely, trusted support.
Intermediate advertisers are often overwhelmed by Ads Manager’s complexity and lacked timely, trusted support.
Intermediate advertisers are often overwhelmed by Ads Manager’s complexity and lacked timely, trusted support.
Project
Marketing Expert
Client
Meta/Ads Manager
Industry
Digital Advertising
My Role
Product Designer (Lead) /
Team Facilitator
Team
Multiple teams, PM, Designer, Engineer, Research
Duration
2022 / 2.5 months
Results
We launched the Marketing Expert – Schedule a Call feature using a staggered rollout for our targeted U.S. audience intermediate advertisers.
We launched the Marketing Expert – Schedule a Call feature using a staggered rollout for our targeted U.S. audience intermediate advertisers.
We launched the Marketing Expert – Schedule a Call feature using a staggered rollout for our targeted U.S. audience intermediate advertisers.
The final results, at 100% Intermediate advertisers in the U.S., after two months:
The final results, at 100% Intermediate advertisers in the U.S., after two months:
The final results, at 100% Intermediate advertisers in the U.S., after two months:
Conversion Uplift
+67%
Change in campaign success .
Feature Usage Rate
+38%
Percentage of intermediate advertisers who use the feature compared to those who see it.
Increase in Ad Spend
+16%
Measuring whether advertisers using the feature increase their ad spend over time.
Key Ideas
During team workshopping, we’ve identified four product concepts that strike the right balance between high strategic impact and a realistic build scope for an MVP launch within ~2.5 months.
During team workshopping, we’ve identified four product concepts that strike the right balance between high strategic impact and a realistic build scope for an MVP launch within ~2.5 months.
During team workshopping, we’ve identified four product concepts that strike the right balance between high strategic impact and a realistic build scope for an MVP launch within ~2.5 months.
Guided Campaign Setup
Guided Campaign Setup
Guided Campaign Setup
An interactive, step-by-step walkthrough that dynamically adjusts based on advertiser goals and past campaign performance.
An interactive, step-by-step walkthrough that dynamically adjusts based on advertiser goals and past campaign performance.
An interactive, step-by-step walkthrough that dynamically adjusts based on advertiser goals and past campaign performance.
Community Learning Hub
Community Learning Hub
Community Learning Hub
An in-product space where marketers can access tips, tutorials, and peer insights to grow their skills and campaigns.
An in-product space where marketers can access tips, tutorials, and peer insights to grow their skills and campaigns.
An in-product space where marketers can access tips, tutorials, and peer insights to grow their skills and campaigns.
Real-time Chat Support
Real-time Chat Support
Real-time Chat Support
A live chat service connecting intermediate advertisers with experts for instant guidance on campaign setup optimization, and troubleshooting.
A live chat service connecting intermediate advertisers with experts for instant guidance on campaign setup optimization, and troubleshooting.
A live chat service connecting intermediate advertisers with experts for instant guidance on campaign setup optimization, and troubleshooting.
Ad Creative Optimizer
Ad Creative Optimizer
Ad Creative Optimizer
A built-in tool that analyzes ad creatives and offers real-time feedback to improve engagement and conversion.
A built-in tool that analyzes ad creatives and offers real-time feedback to improve engagement and conversion.
A built-in tool that analyzes ad creatives and offers real-time feedback to improve engagement and conversion.
After assessing the concepts we removed the Ad Creative Optimizer (already in development) and the Community Resource Hub (low traction).
Leaving the Guided Campaign Setup and Real-time Chat Support as top candidates. I led the Real-time Chat support product to launch.
After assessing the concepts we removed the Ad Creative Optimizer (already in development) and the Community Resource Hub (low traction).
Leaving the Guided Campaign Setup and Real-time Chat Support as top candidates. I led the Real-time Chat support product to launch.
After assessing the concepts we removed the Ad Creative Optimizer (already in development) and the Community Resource Hub (low traction).
Leaving the Guided Campaign Setup and Real-time Chat Support as top candidates. I led the Real-time Chat support product to launch.
First Designs
I created lo-fi mocks for a Real-time Chat experience, which included key features such as the product entry point, connection prompt, active chat dialog, and chat management module.
I created lo-fi mocks for a Real-time Chat experience, which included key features such as the product entry point, connection prompt, active chat dialog, and chat management module.
I created lo-fi mocks for a Real-time Chat experience, which included key features such as the product entry point, connection prompt, active chat dialog, and chat management module.
1
Entry Point
The Entry Point component is designed to introduce advertisers to live support. This feature surfaces expert help in a consistent location. It supports the goal of making help accessible by ensuring support is just a click away.
2
Connection Prompt
3
Active Chat Dialog
4
Chat Management Module
1
Entry Point
The Entry Point component is designed to introduce advertisers to live support. This feature surfaces expert help in a consistent location. It supports the goal of making help accessible by ensuring support is just a click away.
1
Entry Point
The Entry Point component is designed to introduce advertisers to live support. This feature surfaces expert help in a consistent location. It supports the goal of making help accessible by ensuring support is just a click away.
2
Connection Prompt
The connection prompt is the initial touchpoint between the advertiser and the expert, designed to build confidence by clearly setting expectations and making expert support feel approachable from the start.
2
Connection Prompt
The connection prompt is the initial touchpoint between the advertiser and the expert, designed to build confidence by clearly setting expectations and making expert support feel approachable from the start.
3
Active Chat Dialog
The active chat dialog keeps help accessible in real time, giving advertisers a direct line to expert guidance.
3
Active Chat Dialog
The active chat dialog keeps help accessible in real time, giving advertisers a direct line to expert guidance.
4
Chat Management Module
The previous chats component organizes past expert conversations in one place, supporting the goal of building continuity and helping advertisers pick up where they left off.
4
Chat Management Module
The previous chats component organizes past expert conversations in one place, supporting the goal of building continuity and helping advertisers pick up where they left off.
2
Connection Prompt
The connection prompt is the initial touchpoint between the advertiser and the expert, designed to build confidence by clearly setting expectations and making expert support feel approachable from the start.
2
Connection Prompt
The connection prompt is the initial touchpoint between the advertiser and the expert, designed to build confidence by clearly setting expectations and making expert support feel approachable from the start.
3
Active Chat Dialog
The active chat dialog keeps help accessible in real time, giving advertisers a direct line to expert guidance.
3
Active Chat Dialog
The active chat dialog keeps help accessible in real time, giving advertisers a direct line to expert guidance.
4
Chat Management Module
The previous chats component organizes past expert conversations in one place, supporting the goal of building continuity and helping advertisers pick up where they left off.
4
Chat Management Module
The previous chats component organizes past expert conversations in one place, supporting the goal of building continuity and helping advertisers pick up where they left off.
The focus of these features is to guide users into live support and provide easy access to manage and revisit previous conversations.
The focus of these features is to guide users into live support and provide easy access to manage and revisit previous conversations.
The focus of these features is to guide users into live support and provide easy access to manage and revisit previous conversations.
Watch the first Iteration of Marketing Expert flow
Watch the first Iteration of Marketing Expert flow
Watch the first Iteration of Marketing Expert flow
Constraints
As we prototyped live chat, we hit a technical constraint: Meta’s infrastructure couldn’t support real-time messaging at scale within Ads Manager.
As we prototyped live chat, we hit a technical constraint: Meta’s infrastructure couldn’t support real-time messaging at scale within Ads Manager.
As we prototyped live chat, we hit a technical constraint: Meta’s infrastructure couldn’t support real-time messaging at scale within Ads Manager.
After feasibility checks, we pivoted to a “Schedule a Chat with an Expert” feature — enabling users to book time with an expert while keeping the system scalable, reliable, and easy to support.
After feasibility checks, we pivoted to a “Schedule a Chat with an Expert” feature — enabling users to book time with an expert while keeping the system scalable, reliable, and easy to support.
After feasibility checks, we pivoted to a “Schedule a Chat with an Expert” feature — enabling users to book time with an expert while keeping the system scalable, reliable, and easy to support.
Final Designs
My first step was mapping out the ideal user flow, considering how intermediate advertisers would discover, schedule, and manage their expert consultations.
My first step was mapping out the ideal user flow, considering how intermediate advertisers would discover, schedule, and manage their expert consultations.
My first step was mapping out the ideal user flow, considering how intermediate advertisers would discover, schedule, and manage their expert consultations.
Given how crucial the entry point was, I spent time iterating on different ways to introduce it to advertisers.
Given how crucial the entry point was, I spent time iterating on different ways to introduce it to advertisers.
Given how crucial the entry point was, I spent time iterating on different ways to introduce it to advertisers.
Exploration of three different entry point patterns
Exploration of three different entry point patterns
Exploration of three different entry point patterns
Image Focused Cards
Small Image Card
Full Width Banners
Image Focused Cards
Image-focused card serves as a visual entry point to the Marketing Expert feature—designed to quickly grab attention and drive engagement.
Image Focused Cards
Small Image Card
Full Width Banners
Image Focused Cards
Image-focused card serves as a visual entry point to the Marketing Expert feature—designed to quickly grab attention and drive engagement.
Image Focused Cards
Small Image Card
Full Width Banners
Image Focused Cards
Image-focused card serves as a visual entry point to the Marketing Expert feature—designed to quickly grab attention and drive engagement.
I then created mocks that emphasized ease of use—allowing users to quickly view available time slots and book or reschedule a session in just a few clicks.
I then created mocks that emphasized ease of use—allowing users to quickly view available time slots and book or reschedule a session in just a few clicks.
I then created mocks that emphasized ease of use—allowing users to quickly view available time slots and book or reschedule a session in just a few clicks.
To ensure clarity, I incorporated prompts and tooltips that guided users through the scheduling process without unnecessary friction.
To ensure clarity, I incorporated prompts and tooltips that guided users through the scheduling process without unnecessary friction.
To ensure clarity, I incorporated prompts and tooltips that guided users through the scheduling process without unnecessary friction.
The post-call card reinforces expert guidance and next steps—supporting follow-through and clarity.
The post-call card reinforces expert guidance and next steps—supporting follow-through and clarity.
The post-call card reinforces expert guidance and next steps—supporting follow-through and clarity.
Finally putting all of this together into a polished experience. ⬇️
Finally putting all of this together into a polished experience. ⬇️
Finally putting all of this together into a polished experience. ⬇️
Video: final prototype of Marketing Expert flow
Video: final prototype of Marketing Expert flow
Video: final prototype of Marketing Expert flow
Next Steps
Move to Real-time Chat
FB Chat and/or Whatsapp integration on top of the scheduling feature for even more up-to-the-second connection with advertisers
Move to Real-time Chat
FB Chat and/or Whatsapp integration on top of the scheduling feature for even more up-to-the-second connection with advertisers
Move to Real-time Chat
FB Chat and/or Whatsapp integration on top of the scheduling feature for even more up-to-the-second connection with advertisers
Additional Entry Points
Additional Entry Points
Additional Entry Points
Call Center Scaling
Call Center Scaling
Call Center Scaling