Background: To envision the ideal advertising experience in Meta Business Suite (MBS) that can be implemented to improve our foundation and experiential quality and address urgent user problems, the MBS team conducted three design sprints to brainstorm the solutions for user pain points in terms of discovery, creation, and management of the ads.
As a senior UX researcher, I conducted three unmoderated concept studies at the end of each design sprint week + one moderated concept study after three design sprint weeks.
Methods:
1. Three unmoderated concept testings with a total of 26 participants, including both MBS targeting advertisers and non-advertisers.
- Three Design sprint unmoderated studies on usertesting.com: 10 participants for discovery sprint research， 8 for creation sprint research， and 8 for ads management sprint research.
2. One moderated concept testing (1:1 60 min interviews) with 8 participants, including both MBS targeting advertisers(⅝) and non-advertisers (⅜).
Challenges:
- New to Meta: I had just joined Meta at that time and encountered an information explosion, e.g., unfamiliar product/terminology/testing scenarios.
- Super tight schedule: I had to support the design sprints and conduct four end-to-end research simultaneously within one and a half months.
Solutions:
- I conducted heuristic evaluations for the existing product, communicated with other team members, explored previous research, and created a glossary to collect terms with explanations.
- I discussed the concept themes with sprint core team members and led the decision-making process to reduce various concept ideas so the team could focus on a reasonable number of concepts.
MBS ad creation page
Samples of Findings:
- Concept 1: Before seeing the concept, 3 participants had chosen unlikely or neither unlikely nor likely to create an ad. After seeing the concept, all 5 participants said they were very likely or likely to create an ad.
- Concept 5: Some advertisers were skeptical that the purpose of these bundles was not for the best of their interests but for FB/IG revenue. Non-advertisers were likely or very likely to either follow the recommended option or adjust it a little to fit their needs.
- Concept 10: All participants felt more confident in creating their future ads after seeing this concept.
Impact:
- The research drove the MBS homepage team to implement concept 1, leading to +0.12% incremental revenue and +1.1% active advertisers.
- The research drove the product roadmap to select 3 ads creation concepts to develop in H1 2023, which is estimated to bring $25M or 20% of total revenue growth in 2023.
- The research will continually influence the product roadmap of 2023-2024 and beyond. Other concepts tested positively will not ship in H1 2023 but will be in future roadmaps per product’s commission once the team moves to focus on discovery and management experience.