Context
Small business owners have passion. They get up every day to provide opportunities for others — but today they have to wear many hats to connect with their audiences. How might we simplify those processes so they can spend more time on what they love?
Who is the hub for?
Users on Meta platforms (Facebook, Instagram, WhatsApp, Messenger) that spend less than $5,000 per quarter on advertising.
The audience totals 10 million users across all platforms. The experience is designed for an international audience and is divided into four segments: Asia Pacific; Europe, Middle East & Africa; Latin America; and North America.
Why does the Inspiration Hub need to be updated?
Template growth. When the Hub launched, it held 45 templates. That’s grown 66% to 135 templates across three styles — outpacing the old filtering UI.
Mobile-first behavior. Mobile was the primary entry point, and user behavior diverged from desktop assumptions — so core UX needed to match mobile expectations.
Low-engagement zones. Large areas of the page drove users away from the download flow. They needed to be rethought — or dropped entirely.
Rebrand to Meta. Facebook’s rebrand updated the design system and color palette, so the Hub had to inherit the new visual language.
Examining the market
The DIY-design market has grown alongside the rise of social-media marketing. Canva leads with 21% market share. Adobe, long a leader in professional design, has shifted focus toward novice-friendly products. Ripl is a subscription mobile-first alternative that shares features with both.
User journey
The journey begins when a small business that has posted within the last 28 days receives an ad email or in-app notification that drives them to the posting hub.
Users can also reach the page through organic search, though that’s not the primary entry point. Once there, they can browse, filter, and download templates directly to their device.
Wireframing
I began wireframing by applying the learnings from the competitive analysis and the user journey. The process concluded with five concepts presented to internal stakeholders for feedback.
Example interactions
I built a few low-fidelity prototypes to help stakeholders understand the interactions.
Final design
The final design uses two dropdowns for filtering — one for style, one for business type — letting users tailor templates to their specific use case.
Metrics
Regional CTR
Key takeaways
Regional CTRs suggest the lowest relevancy or interest in Asia Pacific — worth a localization pass in the next iteration.
Mobile visitors are double the desktop visitors, but the click-through ratio is higher on desktop.
Emails and ads don’t yet reflect the updated landing page. Closing that loop should lift both comprehension and conversion.
