Over the last couple of years, we worked alongside many different teams at Facebook, shipping a wide range of products and experiences that have helped make the world more open and connected. Our greatest impact has been on the ad products owned by the Feed Ads and Ads Interfaces teams – which include Power Editor, Ads Manager and the Core App we all know and love.
As trusted contract employees who frequently work on-site, we have learned the best practices, processes and internal tools, and can quickly integrate ourselves within existing product teams. This larger cross-functional experience allows us to have a more nuanced vision of how products work together, a better understanding of long term goals, and a picture of how we can best make an immediate impact.
Growing Facebook's most profitable ad
Working alongside product managers, researchers, engineers and other designers on the Feed Ads team, we analyzed usage and tested iterations of the popular Carousel Ad format to make it more useful for advertisers and more valuable for viewers. Over the course of our engagement, we were successful in expanding the format from a simple product gallery to one of Facebook's most useful, versatile and profitable ad and post types for brands.
Building and promoting a new ad format from scratch
The knowledge we gained from our work on Carousel Ads directly translated into building a new creation tool for the unreleased Canvas Ad format. Riffing on Facebook’s just released Instant Articles, the goal was to create a format that would allow advertisers to build a more engaging and interactive ad using a variety of media. Through ideation, on-site working sessions, and rapid prototyping, we released the Canvas Builder that successfully allowed advertisers to tell a more compelling story about their brand. Additionally, we had the opportunity to create the marketing site for the feature.
“Through ideation, on-site working sessions, and rapid prototyping, we released the Canvas Builder that successfully allowed advertisers to tell a more compelling story about their brand.”
Bringing the benefits of machine learning directly to advertisers
We led the initial UI design effort for Dynamic Creative Optimization (DCO), an entirely new feature that allows advertisers to increase their overall ROI by automatically optimizing ads using machine learning. By working directly with engineers who had created the API for DCO, we explored solutions for bringing that same functionality to the ad creation and management UI. Validating these explorations with advertisers helped to accelerate product strategy and rallied the team behind a unified approach.
Reducing advertiser frustrations
One of the more common aspects often overlooked in complex products is error handling – this was also true of Power Editor. After deep discussions and working sessions on the ideal way to surface and handle errors, we helped implement several UI changes that immediately assisted users in resolving errors by making them more easily understood and actionable.