2020 - 2021
Facebook Tips manager 2.0
Tips Manager is a marketing automation tool that enable the Facebook internal marketing team to create and monitor marketing campaigns sent to millions of business users.
I was brought on to the Business and Ads growth team as a contract UX designer to revamp the entire tool.
I conducted user research with the marketing team, and worked closely with a PM and a senior designer to ensure that the new generation of Tip manager can deliver high quality communications efficiently.
Research process
I organized 5 interviews with the marketers, did 2 fly-on-the-wall walk-through session, and did some secondary research on existing marketing tools.
And the following problems were identified:
1. Redundant features and metrics.
2. Convoluted navigation process.
3. No feedback to indicate state of actions.
Mapping out the user journey of marketers to clarify the data sets and features they actively use.
Based on the findings, I was able to pinpoint UX problems in the current Tip manager.
Redesigning the tip monitoring flow
Rethinking the information architecture to make sure relevant data sets are surfaced at point of action.
Staring with low fidelity wireframes to quickly show the functionalities and datas included in Tip Manager 2.0.
Moving into a high fidelity prototype in the final iteration to showcase the navigation UX.
Measuring success
The success of the Tip Manager 2.0 is measured in the following ways:
1. High/low quality tips ratio
2. Qualitative feedback from tip creators (marketers)
3. Decrease time spent in troubleshooting tip creator issues
After the launch of Tip Manager 2.0, our team sent out feedback surveys to the marketing team, and received positive feedback in regards to new interface. A decrease in tip errors is spotted as well. Based on the feedback, changes were also made to the navigation structure to further simplify the process.