Background

I was part of the Small Business Advertising team (SBA) working to improve Facebook's ad creation flow and ad summary page.

Ad summary page

Ad creation page

Ad creation on Facebook has many entry points. Currently, other platforms (WhatsApp, Messenger and Instagram) have invested in maintaining entry points to FB’s ad creation flow or are building their own ad creation functionalities.

Problem

Duplicative ad creation tools are being built by other teams. These inefficiencies are costly since they’re built from scratch and lack SBA’s well-tested experience and expertise.

Goal

Our goal was to develop a scalable solution with a Software Development Kit (SDK) to easily bring ad tools to other platforms. **In partnership with the Click-to-Messaging team (CTX), we planned to test and build ad creation on Messenger.

Process

Kick-off → Lightning Talks → Design Sprint → Refining the designs

Understanding users on Messenger

Our target users were businesses using Messenger to provide a service or sell a product. Our first task was to dive deeper into how they use Messenger.

Through lightning talks that included user researchers, engineers, and product managers, we learned that those using Messenger for business were based in APAC regions, inexperienced in advertising and relied heavily on starting conversations with customers. They were small businesses that had less powerful devices and unreliable internet connection. This meant that they were single-app users who stayed on Messenger.

Design Principles