“One of our goals is to level the playing field for businesses of all sizes ... During National Small Business Week in May, we introduced Automated Ads to take the guesswork out of creating effective ads. Advertisers answer a few questions and get a customized marketing plan with up to six creative options, targeting suggestions and a recommended budget.”
-Sheryl Sandberg, COO of Facebook

Role

Facilitated the re-write of the decision tree (backend logic) behind Facebook’s advertising objective recommendation
Wrote, designed and shipped multiple iterations of the value prop screen, which was used for in-product and external comms messaging
1. Delivered new content UI documentation for end-to-end web and mobile onboarding and management flow
Created and submitted documentation briefs for internationalization and localization teams to ensure product qualuty
1. Traveled to São Paulo, Brazil to collaborate with Facebook’s Local Insights team, testing use cases unique to Latin America and making product improvements after gathering qualitative research based on interviews with hundreds of Brazilian quality testers

Results

“Product positioning is strong; more users are entering the LWI [Lightweight Ad Interfaces] flow when Automated Ads is present.”
- Facebook Data Science Analysis

Initial rollout added over 60K active advertisers to LWI [Lightweight Interfaces] — the top-line metric measured by Facebook’s Small Business Product org

Impact

Redesigning the Automated Ads product onboarding experience led to:

Initial increase in mobile active advertisers of 2.5%;
Added 3.69K active advertisers
Iterations on the value prop screen resulted in:
1. 3.3K users entering the flow
2. 5.4K new users entering the flow

“This suggests that the design and messaging on the landing page is resonating well with these users that have never advertised on FB before, causing them to enter the flow.”
- Facebook Data Science Analysis