Meta Business Support
Unifying advertiser support into a safer, smarter home for to resolve issues and grow with confidence
Senior Product Designer
Web, Native App
Ads, Support, Enterprise
$2.324 bn Annually
Meta
The problem
Meta Business Support is a fragmented ecosystem of disparate, one-off tools developed by separate teams to address specific issues quickly.
However, the absence of a cohesive strategy across teams creates gaps in the customer support journey, often leaving issues unresolved and ultimately leading to revenue loss.
Results
Over six months, I led the consolidation of multiple fragmented support platforms into a single cohesive experience and established a governance system to ensure long-term consistency and quality.
The new platform now serves 3 million monthly active users, prioritizing Meta’s large advertiser segment recovering $193.7M in monthly revenue losses and resolving over 812K advertiser cases each month.
Challenge
I lead the initiative to unify the fragmented ecosystem into a single surface. There were a multitude of challenges overtime that resulted the Meta support ecosystem to become so fragmented:
Organizational Challenges
Generating alignment across multiple teams, stakeholders, and tools.
Developing a scalable system to accommodate future issue types and solutions
Maintaining a high standard of quality for the platform over time, as multiple teams will be contributing solutions to it.
Support is unavailable
Either the necessary tools do not exist or difficult to find within the complex ecosystem for the users resulting in the expected experience being unavailable to our users.
Support experience is low quality
Even when support is available, users cannot get unblocked due to the low quality of support that is neither transparent in the process nor contextual to the issue the user is experiencing.
System was not built to scale for Large Advertisers experiencing numerous issues across multiple accounts for complex issues. The back-end fail to load, and front-end UI was not designed to display large numbers.
Inconsistency across Meta Business products due to designed by multiple teams and every team shipping simultaneously, resulting in terrible user experience across the support journey
Fragmented Meta support ecosystem
Our users
Small to medium advertisers, creators, sellers that generally holds a few Ad accounts themselves, with less than 10 issues across their accounts.
Large advertisers such as Starbucks, Victoria Secret, or large Ad agencies who can hold up to hundreds of Ad accounts running numerous Ad Campaigns simultaneously.
24-477
P90 Detected Issues
82%
Managed Large Advertisers issues gets escalated
476hr
Average case turn-around time
Large advertiser complexity: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
Large advertiser account structure can be very complex
User's Job's to be Done: We conducted research across Small to Large Managed advertisers and distilled user's are expecting from "Support" down to the following 7 items, with the top 4 within our scope for Meta Support at the current stage.
Advertiser Jobs to Be done
Scope
Troubleshoot
When I want to run ads, but have an issue, help me understand and troubleshoot, so I can run ads easily now and in the future.
Track
When I open a support ticket, but don't know how long it will take to resolve, help me keep track of the case status and time to complete, so I can manage expectations and get back to work.
Escalation to agent
When I need additional help, but can't figure it out on my own, help me connect to Meta support, so I can feel assisted and cared for.
Monitor + Manage (HiVA) ✨
Ability to monitor across all the accounts , quickly scan through to understand how each of their portfolios are performing and prioritize top focus among a vast amount of information
Out of scope
Coordinate
When I need to provide information to someone else, but don't know how to find the info, help me better coordinate with them so I fix problems efficiently and help meet their needs
Grow
When I want to grow my business with advertising, but find Meta’s advertising and support tools confusing, help me understand how to use them effectively so I can get back to the task at hand.
Stay Secure
When something unusual happens, but I am not sure what’s gone wrong, proactively protect me and help me figure out how to secure my account so I feel safe using Meta’s products.
Process
To understand the Advertiser user journey we conducted a massive audit through all the Meta Support ecosystem, documenting all the touch points
The Meta Support Ecosystem
Ship products, not org chart: To overcome organizational fragmentation resulting in fragmented products, I created a RACI Model to manage the alignment process across multiple teams.
RACI Model:
Dividing the involving stakeholders into categories of Responsible, Accountable, Consulted, Informed based on their time willing to commit to the project to prevent the voices in the room from being diluted.
Design sprints: I hosted a design sprint across 7 teams in London to create ensure all involving teams share their ideas and generate alignment on the vision
Wireframes: Following the design sprint I translated the ideas into wireframes to solicit feedback from stakeholders on the few different design directions, each concept with their own set of tradeoff.
High level concept for a Support Help Tray to function in surface
Evaluating Tradeoffs: To ensure alignment from leadership, I proposed 3 different directions each with their own sets of tradeoffs for leadership to make informed decision on the direction to proceed
Traffic light method:
With agreed set of criteria as evaluating benchmark, the Traffic Light method creates a matrix to present option and their set of trade-offs
The “Traffic Light” Approach to Problem Solving
Solution
I divised the solution into 3 types support, types of primary use cases:
1. Centralised Support, a dedicated surface is well suited for where seeking support and resolution is the primary task for the user for complex issues.
2. Contextual Support, an in-surface Help Tray that can serve as a quick fix for where support and resolution is a secondary task, unblocks the user from continuing their primary task.
3. Mobile Support well suited for small to medium advertisers where the mobile device is their primary means to interact with Meta Business products.
Desktop: Business Support Home
A dedicated centralized surface for all support related issues across the Meta Business ecosystem This provides an overview across all Ad account statuses, issues, and open cases ongoing with the potential to scale for future use cases such as prevention.
Design principles:
The Overview page enhances the user's productivity by providing clear priorities for the user among the overwhelming amount of information and also serve as an introduction to the tool's capabilities to orient the user.
The information is ordered from most immediately actionable issues to least urgent issues such as preventative measures that can be taken at the user's own time.
Designed for small advertisers and Large Advertisers
With the Overview page providing quick actions for prioritized issues and dedicated pages designed to account for large number of issues, cases, and complex account structures, this helps the large advertisers manage their assets in a digestible way.
Optimized for performance
Dedicated pages to load large number of issues and assets enhances the optimization for the backend enabling smoother performance.
Contextual Support: In-Surface Help Tray
For users who are in the middle of other workflows where support is not the primary use-case, a dedicated Help Tray with quick Fix-it Flows can quickly unblock the users enabling the users to continue with their workflow.
Across all suite of Meta tools, Help Tray can surface within the surface as a quick triage tool for issues that require less effort to fix so the user can continue back to the task at hand.
Help Tray resolving issues in-surface
A canonical system across Business Support Home and Help Tray, sharing similar design architecture ensuring a cohesive pattern across all Meta Business tools.
Mobile Support Home
With many of our small and medium advertisers primarily running ads from their mobile devices, Business Support Home also launched a mobile native version across within each of the Meta Apps sharing similar design rationale to the web version.
Conclusion
To ensure the high-quality of the product going forward, I also set up a governance system to ensure all future features being shipped into Business Support Home across different teams need to be reviewed and shared with a panel of stakeholders to ensure the cohesiveness and quality of the product.
Designed to scale
Accounting for complex account structure, the updated structure helps the user simplify the information while ensure scalability for the future.
Intuitiveness / Findability
Navigation is tied to Advertiser's Jobs to be done, using intuitive language matching the user's mental model.
Consistency across tools
Familiar patterns across all 3 Support products reduces the cognitive load for users to navigate through Meta Business ecosystems.
Impact
The new consolidated platform resulted in 3 million monthly active users prioritizing the large advertiser user segment, with each month netting to $193.7 million of revenue loss recovered while resolving 812k cases monthly for our advertisers.
3M
Monthly Active Users
193.7M
Support Value Unblocked Monthly
812k
Cases resolved Monthly
