Context

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 creates gaps in the customer support journey, often leaving issues unresolved and ultimately leading to revenue loss.

The Problem

The fragmented ecosystem has created two types of issues.

When user encounters an issue, it is very difficult for users to discover the issue and find the tools to address the issue if the tool exists. There are critical use cases that users need that are simply missing from the support ecosystem

Project Goal and Key Metrics

Increase the Issue Resolution Rate, leading to recovered revenue loss, while simultaneously reducing the volume of support tickets being opened.

The Challenge

I lead the initiative to unify the fragmented ecosystem into a single surface. The most significant challenges are:

1. Generating alignment across multiple teams, stakeholders, and tools.
2. Developing a scalable system to accommodate future issue types and solutions.
3. Maintaining a high standard of quality for the platform over time, as multiple teams will be contributing solutions to it.

The Process

The first step was to ensure we had the right stakeholders in the room to facilitate a smooth alignment process. I used the RACI model to define and gain agreement on the participants from each team involved in the design sprint.

RACI Model

R-Responsible: The person who is respobsible for generating the solution.
A-Accountable: The person who ensures the task is completed.
C-Consulted: The person who provides advice and helps implement the task.
I-Informed: The person who receives information about the task, such as progress and decisions.

Design sprints

Once the right stakeholders were involved, I designed and led a design sprint to ensure their voices were heard, key problems were addressed, and the resulting solution was fully aligned with everyone’s needs.

Focusing on our users

We specifically focused on Meta advertisers, sellers, and creators across Facebook, Instagram, and WhatsApp, all of whom rely on our business tools for their operations.

Establishing user journey

First, I brought together the 8 involved teams to map out their critical user journeys from their respective tools. I then pieced these together from the user’s perspective, analyzing the entire end-to-end experience to identify gaps in the user journey with Meta support.

Identifying pain points

Once we identified the gaps, I facilitated alignment across the teams on the key points that the unified system needed to address.

Crafting solutions

I paired designers with engineers and product managers, then split into smaller teams to develop different solutions, leveraging each team’s unique domain expertise.

Evaluating tradeoffs

The solutions from the teams converged into a few key directions. I used the Traffic Light Method to evaluate the trade-offs, helping to align on the best direction moving forward and guide the creation of high-fidelity solutions.

Solution (Request for detail)

Business Support Home is a unified ecosystem of business support tools designed to streamline the process of discovering advertising issues, resolving them, and tracking their progress, all in one integrated platform.

For issues requiring more explanation, support articles are rendered directly within the platform, eliminating the need for users to navigate to separate tools.

When users interact with other business tools, a streamlined version of Business Support Home, called Help Tray, is available. It allows users to resolve issues directly within their current interface, ensuring a seamless and uninterrupted experience.