Making Support Human for Millions
Meta
Advertiser Support Understand Audit
Create a user-centric vision and mission for support products and immerse in Meta’s support ecosystem to drive product vision with strong creative direction.
Roles
Synthesis & Story | Visual Design
Identity & Positioning | Comms & Promotion | Go-to-Market
Challenge
Meta’s support experience is disjointed, fragmented, and broken for its users, with no end-to-end context or scale of the problem.
Intent
Co-lead an audit of Meta’s advertising support experiences from the user’s perspective to identify key areas of investment looking at how Meta’s broken systems and aging infrastructure are creating a financial impact on users.
Opportunity
Tell an authentic story about Meta’s users & directly impact our products strategically, helping define a long-term vision for support.
Strategic Framing
Meta’s “support” products are built to enable users to navigate broken internal processes — appeals, triage, and settings. Meta’s aspirations and goals will only further complicate the “support” space.
Advertisers’ expectations of support did not match with Meta’s internal processes within the support ecosystem, and Meta’s experiences don’t perform at the same level as their scale of adoption.
Key Insights
Diverse advertisers and overlapping ad surfaces
Fragmented support experience
Misalignment across product teams
Ecosytem Mapping
An integral aspect of the project was helping leadership understand the intricacies of a system — many of whom have never tried to use Meta’s Support System.
I created this diagram with my tech cross-functional partners to show the system's full scope and help leaders wayfind during the experience.
User Journey
Created an end-to-end look at Meta’s support experiences through users' eyes. Consumers of Meta’s tools — particularly Small Businesses — rely on their selling and advertising platforms as lifelines to their business. They don’t have access to dedicated account managers and are forced to scavenge the internet — even competitors’ sites — to find support answers.
Ultimately, their accounts are suspended and locked, and Meta has failed them by not providing a reason or fixing the problem.
Executive
Summary
Worked with a blended cross-functional team across product, research, and technology to distill +100 page audit and synthesis into recommendations and next steps for leadership to guide roadmaps and investment for the second half of 2022.
Creative direction
& strategic story
Audit process
& templates
Rob demonstrated that he can quickly onboard to an ambiguous space, participate proactively in strategic conversations, lead the team to desired outcomes that will improve our systems and experiences, and represent in teams and leadership settings.
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Meta Monetization Product Design Manager
Creative
Impact
$94M
Q4 2022 sized
opportunity for Meta
74
Strategic leadership recommendations
42
Roadmap items across
seven organizations
5
Performance recognitions from VP stakeholders