Instagram > Creator Marketplace

Update the user experience based on a new surface objective, targeting new users with different goals.

Role & Results:

  • Designed scalable solutions including search result storage and list exports.

    • Result: Enabled our main advertiser to discover and download significantly more creators monthly, growing from 77 on July 5th 2024 to 120,000 by November 5th 2024.

  • Enhanced partnership messaging capabilities, including enabling outreach to more creators and media attachment sharing by applying systems thinking, UX design, and writing expertise.

    • Result: Balanced advertiser needs with creator protection, preventing potential spamming while unblocking access to increased partnership opportunities.

Instagram > Reminder Ads

Design a suite of ad offerings built on the baseline reminder experience to support advertisers with diverse use cases.

Role & Results:

  • Established notification cadence and language to help users get information at a relevant time and improve relevance for less ephemeral use-cases (like streaming TV and sales).

  • Created off-site linking for seamless conversions once an event starts by testing and refining interconnected collections of information.

    • Result: Drove reminder ads adoption up 228% four months after launching the feature-complete bundle, achieving product-market fit.

Meta Business Suite > Instagram and Facebook Advertiser + Creator Permissions

Reduce advertiser friction when it comes to setting up permissions for ads that deliver to both Instagram and Facebook.

Role & Results:

  • Designed a new combined permissions management surface catering towards the highest spending advertisers (this target audience has a ~$2B/year run rate) while also meeting the needs of smaller advertisers.

    • Results: Successfully launched the surface from 10% to 100% in just two months (instead of goal of four), driven by a 25% increase in permissions creation per business.

  • Improved systems by streamlining the notifications framework across Meta Business Suite, Facebook and Instagram, encompassing both linked and unlinked accounts, and enhancing the overall user experience.

    • Results: 172% increase in conversions and 81% increase in click-through rate, significantly enhancing user experience.

  • Strategic leadership by examining the implication of removing permissions from the Facebook Branded Content surface in Meta Business Suite, and developing solutions for a seamless migration and post-migration experience, 

    • Result: Minimal disruption to users.

Facebook > Small Businesses

Create a consent flow so small businesses keep the classification given to them so Facebook can promote them in marketing and branding efforts.

Role & Results:

  • Designed a minimal flow that established the benefits for the business and their consumers.

    • Results: 5% of businesses opted-out. The goal was <50%.

PAX > Naming Architecture

Develop a name architecture framework for the product ecosystem, including new products, hardware and software features.

Role & Results:

  • Audit, content strategy and develop a framework for product names that maintains consistency, considers internationalization and creates efficiencies for the future.

    • The framework is still being implemented today, three years after leaving the company.