Creating Connective Tissue to Drive Engagement
Services
Strategy
Design
Engineering
Experience Design
Data, Analytics, Research & Testing
Meta For Business sought to drive revenue, reduce support costs, and increase user engagement with its portfolio of business products — including Facebook Ads, Meta Business Suite, Blueprint, inspiration content and support. They partnered with Code and Theory to work iteratively, provide an outside perspective on their challenge, and to ideate through design.
Immediately, our team recognized that the Meta For Business website featured an array of in-depth and insightful products and resources, but poor UX and information architecture was driving up support tickets, hindering engagement, and creating obstacles to revenue. Code and Theory identified three tangible ways to reduce complexity, create more opportunities for discovery, and solidify Meta For Business’ value proposition for business users: creating an easy-to-navigate home base, making content easier to understand, and elevating exploration.
Impact
- 14 User concept tests conducted
- 8 Concepting sprints
- 12 Net-new components created
Key Takeaways
- Tapped into user testing to rapidly gain insights
- Transformed Meta For Business into a navigable hub for key resources for business users and prospects alike
- Built a digital experience that helps users identify and action on the business goals they care about most
Through iterative design, Code and Theory developed two separate prototypes: first, a Dashboard that houses a user’s marketing plan, inspirational content, and connections to the business community on Meta; and second, a Personalized Panel, which is an interface that prompts users with timely notifications, actions, and suggestions, accessible from any page or product on Meta for Business.
Between these two initial prototypes, Meta for Business can help users understand its offerings' full breadth and value, drive usage and help business owners see results. At the end of the engagement, we provided a unified product ecosystem for its users and positioned Meta to develop and test these prototypes across segments of its user base.
What We Delivered
01
Serving Key Resources
The Meta for Business hub takes disparate resources, articles and more — and brings them together in a tailored way to help Meta users get the most out of Meta for Business products.
02
Guiding User Process
Meta for Business helps users identify the business goals they care about — and understand, step-by-step, how to achieve those goals using Meta’s products. Goals are accompanied by additional detail, support content, and progress indicators.
03
Made for Mobile Usage
Knowing that small business owners and operators need continuity across touchpoints as their environments change, Meta for Business’ hub helps users get advice, progress through their goals and use Meta for Business products from their pocket.
04
Engagement Through Varying Formats
Meta for Business takes marketing, advertising and business resources and makes them interactive, accessible and usable — to ensure users are exposed to guidance that’s easy to understand and relevant to their unique needs.
05
Bringing It All Together
Meta for Business’ hub connects Meta products, guidance, communities and educational courses in one place tailored to the user — to ensure they can maximize the impact for their business.
