Helping small businesses advertise with confidence

Business owners were struggling to find advertising tools and understand their value after Facebook moved from Pages to Profiles. I worked with product design and engineering to make the experience easier to navigate and act on.

My roleSenior content designer; UX writing and experiment collaboration

ContextEight-week project

Use the customer's language

I proposed "Create ad" instead of "Promote," replacing creator-focused terminology with a concrete action.

Give people a way forward

When a post could not be boosted, I advocated for a route to eligible posts rather than leaving a dead end.

Explain value in context

With my design partner, I developed modals that explained advertising value and clarified navigation labels.

Four annotated examples of Meta advertising content and navigation: terminology, recovery paths, advertising value and navigation labels — Original project examples: terminology, recovery paths, advertising value and navigation.

Research and reflection

I observed interviews with business owners and audited the advertising flow with engineering. The work paired language changes with journey changes. Further interviews would have helped explain the experiment results and whether the ads themselves were effective for businesses.