Filed is an AI powered software solution for Facebook Marketers. The aim of the project is to take the campaign creation and analytics used by Facebook and simplify the process, adding in AI tools to make an all round powerful Facebook marketing platform.

My team was set the task of understanding how campaigns were created in Facebook and simplify the process with a new UI that would be able to guide users through the process and leave room for the AI to add insights. We needed to not only work on the user research, but also create the user journeys and prototypes, working in collaboration with expert marketers and senior developers.

I lead the process from research all the way through to designing and creating the prototypes.

In order to design software using Facebook as a marketing platform, we needed to work with people who knew the platform as well as researching as new users ourselves. The platform needed to be useable for all abilities. We created User personas for both expert and beginner users so we could understand the needs of both types of users.

Throughout the design process we went back to these Personas, using them to guide our decisions as well as using live users to test paper and high fidelity prototypes.

An important part of the process was mapping the user journey on Facebook in order to be able to simplify it and integrate it with an AI system. During the process, different members of the team took responsibility for mapping out different parts of the system. This was achieved through working with experts in the field and observing how they worked through the process on Facebook and then working with them to simplify a new process.

Once we had an idea of how the system would map out we started to create rough wireframes of what these processes might look like in the software. This lead onto small sections of paper prototyping for the more complex sections.

The projects biggest challenge was to make a complicated process, simple for beginner users but make it recognisable and useable by experts. We were able to do this by keeping as much of the process the same as Facebook but changing some of the order and making the process simpler by not providing all the options at once, instead providing steps as they were needed. Testing with a mixture of beginners and experienced users was eye-opening as it showed us points we hadn’t considered and also enabled us to add new features in seamlessly.

In terms of testing, our designs were successful and made a complicated process more useable and manageable for marketers of all abilities. Working with the development team helped us to make sure that all our deliverables were understandable technically.

This project taught me a lot about updating an already existing process and ways this can be improved as well as understanding how even the smallest change can have a big impact on the usability of the software.