Context
Meta had critical challenges in onboarding and retaining high-value advertisers on Facebook Pages. 250,000 new pages were created daily — and 60% churned in the first week.
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.
Business goals
Deeper engagement. Encourage advertisers to engage more deeply with the platform, complete their profiles, and actively manage their pages.
Reduce churn. Reduce the churn rate of new advertisers, particularly within the first week of onboarding.
Empower SMB owners. Empower small and medium business owners to succeed on the platform, fostering loyalty and long-term partnerships.
Target audience
The Advertiser Success Center was primarily for small and medium business owners using Facebook Pages for marketing and engagement. The group spans:
High-value advertisers deeply engaged across Meta’s family of apps and services.
Mobile app promoters focused on driving installs and in-app engagement.
Value seekers looking for cost-effective solutions and the best return on investment.
Occasional boosters — businesses that boost posts or run ads now and then, often with limited budgets and experience.
User journey
To drive traffic to the Advertiser Success Center, a multi-tiered approach was used: an email campaign segmented into Education and Promotional tracks, Facebook and Instagram ads targeting SMBs, and in-app notifications linking to the hub.
Meta rebrand
With Facebook’s rebrand to Meta, the look and feel of the business portals shifted. The Facebook company color palette was broad — 90 colors. Meta pared it down to 6.
The goal of the redesign was to simplify the color story and find ways to navigate users efficiently without relying on color as a waypoint.
Landing page audit
From reviewing the previous version of the hub, I discovered potential ways to improve the experience. First, not all content was visible on the primary hub page — content shifted before users could review it or tell what had changed, leading to confusion and missed conversion opportunities.
Sub-page audit
Sub-page use of color was purely aesthetic — no practical or correlated reason for the color choices page to page. Each sub-page had a different hierarchy, so users had difficulty navigating the content they wanted on each page.
Wireframes: ASC landing page
The main goal of the hub page was to elevate buried content so users could gain the knowledge to place more ads on Meta’s platforms. Instead of dividing content into Beginner / Intermediate / Pro tiers, I moved to relevant categories: Ad Auction, Ad Objective, Audience, Budget, and so on.
Wireframes: ASC sub-pages
Sub-pages were updated for better navigation and consistency. Hero images were removed and replaced with wayfinding content organized into sections, optimized for mobile. Real-life examples and product UI elements were added to create a comprehensive, intuitive resource for advertisers.
Launch designs
The transition to the Meta brand wasn’t fully documented at the launch of the Advertiser Success Center. That meant some elements — like the header graphics — had to be created from the available pieces (in this case, a pattern of icons).
Final design
The final design was able to include elements such as the newly created Meta gradient and patterns.
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 use Meta’s platform effectively. Future plans include refining the ASC based on user feedback, exploring new content formats, and personalizing the experience for advertisers’ evolving needs.
