Projects
Scale high-performing campaignsAs the lead designer, I drove one of Meta Ads' highest-impact initiatives: helping advertisers scale their best-performing campaigns. I strategized and prototyped the concept to earn leadership buy-in, then designed the 0-1 experience across web and mobile and across surfaces. It increased adoption by 400%+ and generated 0.15% incremental revenue.
FragmentationOn the advertiser guidance team, I designed the guidance and resolution flow for ad fragmentation, a common performance inhibitor where advertisers split budget across too many similar ad sets. I created a one-click ad consolidation resolution that turned a complex structural fix into a guided flow.
Ad limitsI designed the ad limits unblocking flow that surfaces as a tracker through the Ads Manager home page as well as within the campaign management table, which walks advertisers through resolving ad limit blocks without needing to contact support. It turned a confusing policy dead end into clear, actionable steps.
Account spend limitsI also designed the account spend limit unblocking experience through a delivery status and guided workflow within the campaign management table, helping advertisers understand their caps and unblocking step to get their campaigns spending again.
Automatic adjustmentsI designed the setup and management experience for automatic adjustments in Ads Manager, which lets advertisers choose which performance recommendations Meta can apply automatically to active campaigns and ad sets. The focus was control and visibility, with recommendation categories advertisers could enable deliberately, plus notifications and a clear record of changes after they were applied.
Opportunity score integrationFor opportunity score integration, I worked on how the new optimization score experience showed up in Ads Manager, including how it consolidated recommendations and ranked them by estimated performance impact. I helped design how several items from our guidance inventory were surfaced in that flow, with a focus on integrating the scaling high-performing campaigns guidance and showing it with its delivery status alongside other performance upgrades advertisers could apply.
Broken links
I designed a 0-1 broken links experience, another guidance inventory item within the ad edit flow, which showed advertisers how to find and fix links in their ads that pointed to pages that could not be found or failed to load, so those issues stopped hurting performance.
Learning phaseI designed guidance around the learning phase in Ads Manager, with a focus on advertisers facing signal loss from EU data and consent rules, including GDPR and ePrivacy. When those rules reduced the conversion signals available to Meta, ad sets could take longer to gather roughly 50 optimization events in 7 days and were more likely to stay learning limited. The guidance explained what the Learning status meant, which edits could restart learning, and what advertisers should avoid changing while delivery was still stabilizing.
