Advertiser Success Center
Advertiser Success Center is a resource hub that helps users get better results for their ad campaigns on Meta’s platforms.
My Role
User Experience Designer
Core responsibilities
Wireframes
UI Design
Interaction design
Prototyping
Overview
Context
Meta had critical challenges in onboarding and retaining high-value advertisers on Facebook Pages. With 250,000 new pages created daily and a staggering 60% churn rate within the first week, enhancing the onboarding and retention strategy became imperative.
Advertisers reported that the existing system lacked scalability, flexibility, and consistency, resulting in inefficiencies and a subpar user experience. The mission was to transform the user flow, personalize email interactions, and develop a scalable, consistent communication system to boost advertiser retention and engagement.
Overview
Business Goals
Boost Advertiser Engagement
Encourage advertisers to engage more deeply with the platform, complete their profiles, and actively manage their pages.
Increase Advertiser Retention
Reduce the churn rate of new advertisers, particularly within the first week of onboarding.
Support Business Owners
Empower Small and medium business owners, to succeed on the platform, thereby fostering loyalty and long-term partnerships.
Overview
Target audience
The Advertiser Success Center project was primarily for small and medium business owners using Facebook Pages for marketing and engagement.
This diverse group included:
High-value advertisers who are deeply engaged across Meta's family of apps and services.
Advertisers focused on mobile app promotions.
Advertisers looking for cost-effective solutions and the best value for their investment.
Businesses that occasionally boost posts or run ads, often with limited budgets and experience.
Overview
User journey
To drive traffic to the Advertiser Success Center, a multi-tiered approach was used: an email campaign with two segments: Education and Promotional, Facebook and Instagram ads targeting SMBs, and in-app notifications linking to the Advertiser Success Center.
Overview
Meta rebrand
With the rebranding of Facebook to Meta, some changes were made to the look and feel of the business portals. Previously, the color palette for the Facebook company was broader, with 90 colors. Now, Meta, the color palette has been pared down to six. The goal inherent in the redesign was to simplify the color story and find ways to navigate the users efficiently without relying on color as a waypoint.
Analysis
Advertiser Onboarding & Retention landing page
From reviewing the previous version of the hub, I discovered potential ways to improve the experience. Firstly, not all content is visible on the primary hub page. Content shifts before the user can review the information or tell what has changed on the page on the hub. Leading to confusion and missed opportunities for conversion
Analysis
Advertiser Onboarding & Retention sub-pages
The sub-page’s use of color was purely aesthetic; there was no practical or correlated reason for the color choices for the pages. Each sub-page had a different hierarchy, so users had difficulty navigating the content they wanted on each page.
Process
Wireframes ASC Landing Page
The main goal of the hub page was to elevate the buried content so users could gain the knowledge to place more ads on Meta’s platforms. This was done by changing how content was subdivided. Instead of Beginner, Intermediate and Pro the change was made to subdivide in relevant categories such as Ad Auction, Ad Objective, Audience, Budget, etc.
Process
Wireframes ASC Sub pages
Subpages were updated for better navigation and consistency. The hero images were removed and replaced with wayfinding content organized into sections, optimized for mobile. Real-life examples and product UI elements for navigation were added to create a comprehensive and intuitive resource for advertisers.
Design process
Launch Designs
The transition to the Meta brand was not fully documented at the launch of the Advertiser Success Center. This meant that some elements, such as the header graphics, had to be created based on alvaable elements this this case a pattern of icons.
Process
Final Design
The final design was able to include elements such as the newly created Meta gradient and patterns.
Learnings
Key Takeaways
The ASC streamlined the onboarding process, refined communication strategies, and leveraged data insights to address pain points, reducing churn and increasing engagement. A cohesive design, modular content layout, and mobile optimization ensured a seamless user experience. Positive feedback, improved completion rates, and adoption of new features highlight the ASC's success.
The project empowered advertisers to utilize Meta's platform effectively. Future plans include refining the ASC based on user feedback, exploring innovative content formats, and personalizing the experience for advertisers' evolving needs. The ASC sets a new standard for supporting and engaging Meta's advertising community.
