Meta · 2021 · Senior Content Designer
Redesigning the onboarding experience for Meta Business Suite
I led content design strategy for the Meta Business Suite Growth team, optimizing the onboarding experience for over 250M small and medium-sized businesses to drive acquisition and long-term retention.
MY ROLE
Content Design Lead
TEAM
PM, PD, UXR, ENG, Data Scientist, Data Analyst
TIMELINE
Q1 2021
The challenge
Revamp our onboarding experience for new users using qualitative and quantitative data and research to address product shortcomings and remove hurdles to user adoption.
Co-leading a design sprint
I partnered with the Product Design Lead to design and facilitate a 4-day cross-functional sprint. We brought together engineering, product management, and research to unpack user drop-off data, align on core onboarding friction points, and rapidly prototype high impact solutions.
Designing the onboarding flow
We used the insights from the sprint to build an experience anchored on what users cared about and their jobs to be done. Partnering closely with Product Design, I focused on matching platform capabilities directly to user intent.
A side-by-side benefit breakdown designed to let users instantly contrast the value of Business Suite against their standard, disconnected Facebook and Instagram accounts.
Personalizing the experience
By capturing their goals upfront, we could customize the New User Experience (NUX), surfacing the features most relevant to their business. We were a bit limited in terms of how many possible paths we could design due to engineering constraints, but we were able to design a few high-impact variants.
Highlighting cross-platform benefits
A simple connection flow that shows users the immediate value of linking their accounts, making it easy to manage both platforms from one place instead of jumping back and forth.
Focusing on what businesses care about
We aligned the final landing screen with our core research, making sure sharing and business messaging are the first things owners see, followed by ways to help grow their business.
