This summer, I joined Facebook Menlo Park HQ as a product design intern. During my 12 weeks internship, I worked closely with Ads Solutions team to build a product called TRP Buying, which allows TV advertisers to buy video ads on Facebook in a way that feels easy and familiar to them. My specific goal was to facilitate the communication between the Facebook sales representatives and their clients internally and externally by giving them the ability to share campaign plans during the TRP buying workflow.
Inline preview sharing modal --- * Showing the actual email that will be sent to the client * Prefilled text
How do we facilitate TV ad buyers on digital space?
I began the process by understanding my target audience groups, Facebook representatives and their clients. Facebook aimed to focus on large brand advertisers who typically spent their advertising budgets on TV. These advertisers still see the digital advertising as experimental, and they are used to a specific workflow to buy ads that heavily relies on the global TV metrics, Gross Rating Points(GRPs). These TV advertisers spend very little on Facebook ads because they don’t understand how useful digital advertising can be. These people are used to buying TV ads on the phone, and they are mostly extremely busy people. With these things in mind, we wanted to translate this process into a trustworthy and simple digital space.
Friendly, digestible, and human design.
Knowing that the clients heavily rely on the phone to do any kind of business, I felt that it was important to create a space that could be tangible and accessible through mobile. Talking with the rest of the team, I have decided the plan should be shared through email and provide the sales representative’s contact clearly. In order for the representatives to share the business plans and reports, I decided on creating a sharing modal that is friendly, digestible, and human to align with the rest of Facebook business design. In order to build trust with our users, I wanted to make sure that the representatives shared the business plans and reports every step of the way through out the entire process of TRP buying, which consists of creating a campaign plan, buying it, and running it.
Challenging the initial idea to think from a different perspective.
I began by conducting competitive analysis on sharing modals from other products such as Google Drive, Dropbox, Quip, and others. I picked out flow patterns from these products to create a generic, simple sharing modal. During this wire framing stage, I learned to work with the engineers to create prototypes that align with the Facebook Business design guidelines. While this version was concise, it didn’t align with our initial goal of creating a tool that’s friendly and human. I wondered how we could let users share in a more personalized way. After brainstorming with the rest of the team, I came to the idea of showing the actual email template the representatives will be sending to their clients. This would help them to feel that they are more aware and have control over the shared content.
After exploring with email preview, I realized that the modal repeated the information in the preview and in the input field. Here, I learned to throw away my initial idea to find a more intuitive way which was incorporating the input field into the preview. This idea brought me closer to making it a more human and friendly experience.
During my team crits, I received the feedback that it was hard to figure out where the input field was. In order to tackle this problem, I tried a number of solutions: 1. numbering each step 2. using hover states 3. Blue's clues 4. Using icons
Building trust and making sure the user feels secured using the sharing platform.
One of the biggest concerns with the sharing tool was how we can make sure that the users would feel secured sharing their business information online. I have explored different options such as providing a special url for each plan or assigning a password. I decided on letting the users secure their business plans with a password would be a good solution becuase it felt more personal than just providing a special link. By providing a prefilled password, I expedited the process of securing the plan, but I also made it an option for them to edit the password however they wanted.
Understanding how much information a user may need to understand and learn a new design.
After trying out these designs, I got a feedback from both my researcher and content strategist that using all of these features may be too much handholding through the experience. In the end, I found a solution that gives the user enough information and trust the users enough to take out unnecessary information.
clear indication of editable areas --- * using the hover state to hint that the blue border area is editable * calling out with the blue pencil icon
Experience of writing a personal email --- * the email address section and subject title sectioned off
Dividing email and link into different tabs --- * providing two ways of sharing
Clear indication of privacy settings --- * making sure the users feel protected
For the 12 weeks at Facebook, I learned an immense amount of lesson ranging from creating a prototype to communicating with others to bring a product to life. I learned to be proactive to get feedback and develop my product into its full potential. I also learned to break out of the comfort zone to try something completely different, which brought me closer to achieving the initial project goals. I also learned how to take initiative to bring an awesome idea into an actual product. I participated in a Hackathon with a project manager from the Protect and Care team, engineers, and designers to design something we were all passionate about. With this idea, we got Zuck involved in project planning. I can’t share the project publicly, but if you would like to know more about this hackathon project, drop me a line!