- UX Vision
- Businesses want to share their ideas with the community. We seek to democratize access to ad creation tools once exclusive to power users
- Mentorship. Responsbilities include product thinking, interface, user flow, prototyping.
- Carousel ad format creation tool for mobile devices, product launched Summer 2017.
- Winter 2016.
- Ads Interfaces Department, Facebook, Menlo Park, CA.
Empowerment and education
Our mission is to empower content creators as well as to promote the spread of knowledge among users by guiding them towards a greater understanding of the power of the Facebook platform.
- And How?
Discovery · Efficiency · Parity
- Help users discover and understand the value of the tools we create.
- Increase content creation efficiency by incoporating mobile advantages.
- Maintain feature parity with the existing system.
Unlocking additional value
10 images. 1 ad. Higher engagement
Advertisers use the carousel ad format to showcase up to 10 images in an ad. Each image occupies a card and each card contains its own text and web link. Advertisers use the ad format to highlight features of a single product, or some sort of process. Some advertisers have even used the carousel to tell a story. Carousels have greater click-thru because they engage users more effectively vs. single image ads.
Gaining context about the existing product
Week 1 research
The first week was focused on discovering and speaking with designers around the company. The results from those 1 on 1 meetings are these 2 personas, the small business owner (SMB) and torso to %90 (P90). I saw these users forming the bulk of the product's target audience as their use cases align with the value that the Ads Manager App (AMA) provides. I created these personas as tools to help me efficiently run collaborative design sessions and communicate my design intentions.
Small Business Owner
Torso - P90
7 peer interviews
My mentor gave me one peer interview lead, with the expectation that I'd discover more on my own. My objective with these interviews were 2 fold. First, I wanted to learn from designers who have worked on the carousel ad format in the past. My 2nd objective was to understand both the short and long term directions the platform was going in. In the end, I interviewed 7 people whom provided me with a rich amount of information—enough to formulate hypothesis with which to begin ideating on.
- Results of peer interviews
- The interviews lead to 4 distinct directions and are shown below.
- Systems Thinking
- I needed to understand the implications my project had for the rest of the product as well as the ecosystem.
- Design directions needed to take into account future expansion of the product, as well as evolving product strategy.
- Developing strong holistic understanding of the product was critical to frame design decisions.
- At Facebook, the designer will seek out and discover the resources they need to succeed - such as finding the right people to speak to, for example.