Instagram Partnership Ads
Objective: Reduce advertiser friction when it comes to setting up permissions for ads that deliver to both Instagram and Facebook.
Goals:
Unify Instagram and Facebook advertiser/creator permissions:
Advertiser experience: Design a new surface in Meta Business Suite with flows so advertisers can manage permissions with creators, including request, revoke, resolve issues, etc.
Creator experience: Get creators to link their Instagram and Facebook accounts, and improve the creator permissions experience on Instagram and Facebook.
Design for the highest spending advertisers that make up 90% of partnership ads revenue. These advertisers often run hundreds of campaigns at once so it’s essential to determine an approach that also addresses bulk permissions.
Design for the emerging high spending advertisers that partner with brands, sub-brands or publishers, instead of creators.
Process:
Planning for UXR, participation in live UXR, and XFN workshops where we discovered and discussed pain points and needs.
XFN workshops to identify key themes and opportunities.
Product team workshops to review current experience and identify opportunities, followed by ideation.
Introduce brief and initial approach (illustrative designs) to key privacy and pillar stakeholders.
Design (with different levels of reviews) with phased deadlines to allow for testing and iteration. Weekly design showcases of work and progress.
Ship and iterate.
Partnership ads permissions landing page
Permissions details view
Creator request notification
Creator controls
Bulk permission request flow - step 1
Bulk permission request flow - step 2
Bulk permission request flow - step 3
Bulk permission request flow - review
Bulk permission request flow - processing detail view
Bulk permission request flow - processing overview
Bulk permission request flow - request sent
Design outputs:
As an Instagram designer, I successfully built into Meta Business Suite, a surface that requires more human-centered design. By internalizing their product and design principles, I built trust and secured alignment with the team, and championed Instagram standards in a technical and jargon-intensive space.
Developed scalable product communications for the whole partnership ads experience. I conducted a comprehensive terminology audit and created consistency and clarity across Instagram, Facebook, and ad tooling surfaces Meta Business Suite and Ads Manager.
Designed inclusive content solutions catering to diverse segments, from beginner to advanced advertisers, and creators with small followings to brands/publications with large followings.
Improved systems by streamlining the notifications framework across Meta Business Suite, Facebook and Instagram, encompassing both linked and unlinked accounts.
Strategic leadership by examining the implication of removing permissions from the Facebook surface in Meta Business Suite, and developing solutions for a seamless migration and post-migration experience.
Results:
Successfully launched the surface from 10% to 100% in just two months (instead of the goal of four), driven by a 25% increase in permissions creation per business.
Advertiser notifications saw 172% increase in conversions and 81% increase in click-through rate.
Created an experience and content so impactful that four months post-launch this surface was successfully replicated and integrated into the Partnership Ads Hub within Ads Manager.