As UX Lead Designer, I championed a user-centered design process, recognising the diverse needs of Facebook marketers. Our primary focus was to bridge the gap between Facebook’s native interface and a more streamlined, AI-enhanced experience. We initiated the project with comprehensive user research, developing detailed user personas representing both expert and novice marketers. These personas became the cornerstone of our design decisions, ensuring that the platform catered to a wide range of skill levels and user goals.

• User Journey Mapping & Simplification: We meticulously mapped the existing Facebook user journey, identifying areas of friction and complexity. Our goal was to simplify this journey and seamlessly integrate it with the AI system. This involved close collaboration with marketing experts to observe their workflows and identify opportunities for optimisation.
• Iterative Prototyping & Validation: For complex sections of the platform, we employed a rapid prototyping approach, utilizing both wireframes and paper prototypes. This allowed us to quickly test and iterate on different design solutions. We established a rigorous review process, incorporating feedback from both expert and beginner marketers to ensure the platform’s flow and usability were intuitive for all users.
• Balancing Simplicity & Familiarity: The core challenge was to create a simplified experience for beginners without alienating expert users. We achieved this by maintaining a degree of familiarity with the Facebook interface while strategically reordering and simplifying the process, providing step-by-step guidance as needed.

The result was a powerful marketing platform that successfully simplified Facebook’s campaign creation and analytics process through the strategic application of AI. By prioritising user research, iterative prototyping, and a deep understanding of user needs, we created a platform that is both intuitive for beginners and efficient for expert marketers.