Improving the account selection tooling and process
Meta
UX strategy | Information architecture | Interaction design | UI design | Prototyping
Role: Product Design Lead
Team: 1 designer, 1 researcher, 2 product managers, 1 product marketing manager, 2 engineering teams, data scientists, and business stakeholders
Duration: 6 months
Tools: Figma, FigJam, LookBack
Platform: Web application
Project overview
In the Meta Business Group, account selection is a recurring quarterly process that segments Meta’s advertisers into different programs, tiers, and territories based on a set criteria.
Challenge
The current process is non-standardized, involves multiple third party tools, and takes a large amount of time and effort across BP&O (Business Planning & Operations) and Sales roles.
Solution
Standardize the process and build a streamlined, 0 to 1, integrated account selection tool with flexibility to scale and accommodate regional nuances.
My role & team
The Business Products Engineering organization comprises five pillars associated with business processes and lifecycles. As the lead designer for the Rhythm of Business pillar, I led design on this project and had the support of a researcher part-time. Within the product team, I collaborated closely with two PMs, a PMM, and three engineers. We also worked with one other engineering team to manage feature dependencies data sources, and collaborated with four business teams located around the globe. Together, we formed a highly collaborative and cross-functional team, which allowed us to deliver a high-quality product that met the needs of our global user base.
Process overview
Discover:
Conducted a thorough review of existing research and documentation related to account selection to understand the problem space.
Led six requirements gathering sessions with business stakeholders and the product team to map current processes, understand the business organization, and define primary users.
Developed a discussion guide, research plan, and facilitated nine user interviews and workflow walk-throughs to understand the current state of account selection, pain points, and needs.
Define:
Mapped findings and insights into user flows, highlighting pain points and opportunities.
Led brainstorming sessions with business stakeholders, referencing design artifacts to work towards an ideal account selection process.
Defined and prioritized MVP, collaborating with the product team to understand what was feasible in the given timeframe.
Design & Develop:
Leveraged existing products, research, and design principles to explore a broad range of designs during the ideation phase.
Worked with design leads from adjacent pillars, cross-functional partners, and stakeholders to integrate feedback and brainstorm ideas.
Advocated for user needs and goals when determining MVP features, and prioritized and pushed for trade-offs based on user needs and goals.
Conducted three rounds of concept validation with 24 users, increasing fidelity and incorporating iterations from previous rounds.
Facilitated a weekly design studio with the product team and business stakeholders to provide feedback on design iterations and fill in knowledge gaps.
Deliver:
Partnered continuously with the lead engineer to make decisions and iterate on designs throughout the development phase.
Conducted design QA and ensured that all specifications, flows, and behaviors were documented as features and phases were built out.
Worked with PMM and communication and enablement teams to define the logistics of rolling out the tooling, including communication and training.
To learn more about the full case study, inquire here or email me at marywalton1003@gmail.com.