Final implemented Marketing Expert experience.
Results
We launched the Marketing Expert – Schedule a Chat feature using a staggered rollout: starting with 10%, then expanding to 30%, and finally reaching 100% of our targeted U.S. audience. We focused on intermediate advertisers, identified through historical spend and campaign behavior, rather than launching globally due to limited expert and call center resources.
The 10% phase ran for 28 days, during which we saw strong, unexpected lifts in key success metrics—validating product value early. This gave us the confidence to move quickly to 30%.
Having the option to schedule time with a real expert made a huge difference. I finally got clear answers tailored to my campaigns, and it saved me hours of trial and error. I wish this feature had been available sooner.
Nina M.
E-commerce owner, Raleigh
One particular quote from the 10% group that stuck out to me.
And the final results, at 100% Intermediate advertisers in the U.S., after two months:
Conversion Uplift
+67%
Change in campaign success .
Feature Usage Rate
+38%
Percentage of intermediate advertisers who use the feature compared to those who see it.
Increase in Ad Spend
+16%
Measuring whether advertisers using the feature increase their ad spend over time.
Intermediate advertisers are often overwhelmed by Ads Manager’s complexity and lacked timely, trusted support.
Industry
Digital Advertising
Client
Meta/Ads Manager
My Role
Product Designer (Lead) / Team Facilitator
Team
Multiple teams, PM, Designer, Engineer, Research
Duration
2022 / 2.5 months
Key Ideas
To accelerate support for intermediate advertisers, we’ve identified four product concepts that strike the right balance between high strategic impact and a realistic build scope for an MVP launch within ~2.5 months. Each idea has been evaluated for its potential to improve campaign efficiency, deepen user engagement, or unlock scalable growth—all while remaining achievable within a “large” t-shirt size.
01
Guided Campaign Setup
An interactive, step-by-step walkthrough that dynamically adjusts based on advertiser goals and past campaign performance.
One of the early mocks for AI assisted campaign building.
02
Community Learning Hub
Redesigned navigation for intuitive use, with touch-friendly buttons and optimized loading times.
Quick wireframe of the Real-time Chat Support idea.
03
Real-time Chat Support
A live chat service connecting intermediate advertisers with expert agents for instant guidance on campaign setup, optimization, and troubleshooting.
04
Ad Creative Optimizer
A built-in tool that analyzes ad creatives and offers real-time feedback to improve engagement and conversion rates.
As part of our product discovery sprint, our cross-functional team evaluated four key feature ideas aimed at supporting intermediate advertisers. During the assessment, we discovered that the Ad Creative Optimizer was already in development by another team, so we removed it from consideration. The Community Resource Hub, while well-intentioned, had been trialed in previous cycles without gaining meaningful traction. That left us with the Assisted Campaign Creator and the Live Chat Experience, both of which ranked highest in impact and feasibility according to our value criteria. I took the lead on the Live Chat product, guiding it from concept through early MVP planning.
Final Solution / Second Pass
As a Senior Product Designer, I took the lead in designing the Schedule a Chat with a Marketing Expert feature, ensuring that it was intuitive, efficient, and seamlessly integrated into Ads Manager. My first step was mapping out the ideal user flow, considering how intermediate advertisers would discover, schedule, and manage their expert consultations. I created wireframes that emphasized ease of use—allowing users to select a topic of interest, view available time slots, and book a session in just a few clicks. To ensure clarity, I incorporated smart prompts and tooltips that guided users through the scheduling process without unnecessary friction.
Once the high-fidelity mocks were finalized, I worked closely with engineers to ensure a smooth handoff and implementation process. I provided detailed design specs, interactive prototypes, and annotation files to clarify microinteractions, responsive behavior, and error handling. To further streamline development, I collaborated in weekly stand-ups, addressing technical feasibility concerns and making necessary design adjustments to align with engineering constraints. By maintaining open communication and leveraging a Figma-to-engineering workflow, I ensured that the final product was built to spec while staying user-friendly and visually cohesive within Ads Manager. The result was a well-executed, scalable feature that empowered advertisers to access expert support effortlessly, driving better campaign performance and user satisfaction.
Hifi entry point exploration. Image forward cards.
Hifi entry point exploration. Two other variation of ME entrypoints.
Overview
At the beginning of 2023, our organization, Ads Manager, strategically shifted its focus to intermediate advertisers, building on our success in serving advanced, high-spending advertisers.
Having established a strong foundation with the “head” advertisers, we recognized the opportunity to better understand and support the growing segment of intermediate advertisers. This shift allowed us to refine our solutions, tailor our guidance, and develop strategies to empower these advertisers as they scale their businesses effectively.
So who are we working for and what are their problems?
Ideation
First Pass
Ideation: What are the necessary steps for a live-chat experience?
Drawing from discovery insights and the finding from the team brainstorm, I created wireframes and mocks for the live-chat feature, which included features such as quick replies, real-time chat windows, and the ability to escalate issues seamlessly to a live agent.
However, as the team began to prototype the live-chat functionality, they faced a technical constraint: Meta’s existing infrastructure wasn’t fully equipped to support real-time messaging at scale within Ads Manager, especially considering the potential volume of users and the need for seamless, immediate support. After many discussions and feasibility checks, the team and I realized that a live chat feature would be too technically demanding to launch within their timeline. Instead, they pivoted the design into a “Schedule a Chat with an Expert” feature. This allowed users to easily book a time to chat with an expert, ensuring that they could still access personalized help, but with a more manageable load on resources and technical systems. This shift allowed the team to deliver a valuable, scalable solution while maintaining a high level of user satisfaction and product reliability.
Marketing Expert live chat entry point in SYD.
Example live chat with expert and link to suggested campaign.
Post chat experience with expert. Ability to see the previous discussions.
Discovery: Interviewing intermediate advertisers.
Pain Points
Understanding the User
I worked with a researcher at Meta conducting and faciliating research sessions via video calls, engaging with participants to gather insights, test product experiences, and analyze user behaviors to inform our ideation process.
After interviewing 30+ individual intermediate advertisers we sifted through our finding and discovered the following.
Identifying Pain Points
We discovered that advertisers often:
Encounter Technical Issues
Difficulty in setting up and managing campaigns due to complex interfaces.
Ads Manager has so many options and settings that it feels overwhelming at times. I know there’s potential to run great campaigns, but I get stuck trying to figure out the right setup, and it slows me down. I just need a simpler way to navigate everything so I can focus on growing my business.
Christina L.
Multiple business owner, Dallas
Lack Immediate Support
Delayed responses from support channels hinder timely campaign adjustments.
Sometimes, I just need a quick answer while setting up my ad campaign—something simple, like picking the right budget or troubleshooting an error. Having immediate access to an expert right when I need it would make the whole process so much smoother.
Tina T.
Small business owner, Dallas
Desire Personalized Guidance
I’ve run a few campaigns and seen some success, but I feel like I’m missing opportunities to improve. It would be a game-changer to have someone who can look at my ads and give me real, tailored advice instead of just general best practices.
Matt S.
Small business owner, Las Vegas
I’ve run a few campaigns and seen some success, but I feel like I’m missing opportunities to improve. It would be a game-changer to have someone who can look at my ads and give me real, tailored advice instead of just general best practices.
Scott K.
Multiple Account Manager, Santa Fe
After identifying these it was time to engage with the broader product teams. It was all hand's on deck to tackle the org-level problem.
Sprint Collaboration
Discovery: Assessing current in-product experiences.
I lead a two-day sprint share the discovery findings and to generate solutions aimed at simplifying campaign management, improving performance insights, and providing hands-on support to help advertisers grow. By leveraging their diverse expertise, they developed ideas focused on making Ads Manager more intuitive, educational, and results-driven for users scaling their advertising efforts.
We did this through presentations from research, team dogfooding, listing ideas on stickies and finally stat ranking the ideas and assessing overall impact.
Example 2-day Sprint Itinerary
If you're interested in seeing more Sprint details.
Discovery: Generating and assessing ideas. Impact: low to high; Effort: low to high.