Creating Connective Tissue to Drive Engagement
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The Scenario
Meta sought to drive revenue, reduce support costs, and increase user engagement with their portfolio of business products—including Facebook Ads, Meta Business Suite, Blueprint, inspiration content and support. They came to Code and Theory looking for a partner to work iteratively, provide an outside perspective on their challenge, and to ideate through design.
Users struggled to understand the connection between Meta for Business’ seemingly disparate products. The products and resources were all there, but the quantity and complexity were overwhelming for users to navigate, let alone discover — driving up support tickets, hindering engagement and creating obstacles to revenue.
Concepting Sprints
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The Results
Code and Theory identified three ways to solidify Meta for Business’ value proposition in users' minds—and create a more navigable, connected experience for business users: by breaking down content, elevating exploration, and providing a home base.
Through iterative design, Code and Theory developed two separate prototypes—a Dashboard (that houses a user’s marketing plan, inspirational content, and connections to the business community on Meta); and a Personalized Panel (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 the full breadth and value of its offerings, drive usage and help business owners see results. At the end of the engagement, Meta will develop and test these prototypes across segments of its user base and provide a more unified product ecosystem for its users.
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.
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.
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.
Engaging Through 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.
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.
