• Showcase
  • Carousel Ad
  • Research
  • Directions
  • Takeaway

Facebook Internship · Carousel Ad Format · Ads Interfaces
Democratizing
access to tools

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
Who
Mentorship. Responsbilities include product thinking, interface, user flow, prototyping.
What
Carousel ad format creation tool for mobile devices, product launched Summer 2017.
When
Winter 2016.
Where
Ads Interfaces Department, Facebook, Menlo Park, CA.
Explicit Selection Ad Content Ad Image Change Ad Image Destination URL
Why?

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.

To boldy go...

The mobile ads manager was designed specifically for advertisers who do not have, or are unable to access their desktop computer.

Carousel Ad

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.

A waterhose...

A 1 person lead from my mentor evolved into 7 more interviews to gain context on the carousel ad format in the span of a week.

Research

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.

\ 2

Small Business Owner

Small Business Owner

My phone is the primary device. The small business owner is conservative and not willing to try something unless its been proven. Attraction to AMA is convenience.

Torso - P90

Torso - P90 Advertiser

I'd like to check insights on the go. The Torso - P90 advertiser runs multiple campaigns for his firm at once. Attraction to AMA is metric tracking and fast editing, not creation due to lack of features in creation flow.

7 peer interviews

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.

Early viewpoint

AMA is about ‘microflows’. People want clear steps even if the ad creation flow is extended beyond the current design.

Directions

Think different

Results of peer interviews
The interviews lead to 4 distinct directions and are shown below.
Tap to select What the user sees... Microflow direction Grab images from a URL

End result

This would be a really great tool to have in my pocket.
-External Tester

Takeaway

Systems Thinking
I needed to understand the implications my project had for the rest of the product as well as the ecosystem.
Scalability
Design directions needed to take into account future expansion of the product, as well as evolving product strategy.
Intentionality
Developing strong holistic understanding of the product was critical to frame design decisions.
Initiative
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.

Coming Soon

Full circle
The Internship

Open App Store in new tab

At the App Store
Ads Manager

seanronimo

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an interaction designer
from Google.

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