Facebook for Business and Creators

2020-2022

The Facebook for Business and Creators team helped businesses and creators of all sizes, maturity, and sophistication be successful on the Facebook App. In service of this, we would collaborate across the Meta portfolio — Messenger, Instagram, WhatsApp, Business Suite, and Ads and Business Platform.

For the first time in 13 years, Pages were being completely redesigned so each professional identity (business, creator, public figure) was a separate profile — allowing for clearer architecture, authentic voice, and separate graph.

I spearheaded the migration of businesses to this new paradigm, Professional Profiles. Prior to departure, I resolved all core metric regressions, unblocked the successful migration of all 236 million SMBs on Facebook, and addressed key feature gaps to unblock the alpha migration phase of Large Business and Scaled Media organizations.

Role

  • Design lead for business success on the evolution of Pages, Professional Profiles

  • Founding designer and interim product manager for Professional Dashboard

  • Supported design work, co-led strategy, and governed intake for partner team collaboration requests

Featured Work

Business Profile

In partnership with the Identity, Shops, and Ads teams, I defined the capabilities needed to extend personal Profiles to account for business needs while minimizing the negative impact to businesses, consumers, and Facebook. The core changes were the addition of jobs, reviews, products, featured posts, pinned posts, and a dashboard to manage it all.

Business Profile

Professional Dashboard

As we evolved from classic Pages to a new, standalone business identity, a different management experience was needed. I proposed Professional Dashboard as a centralized hub to all of the tools and features needed to manage the professional aspects of Professional Profiles.

Professional Profile management hub

Top of Feed Unit

Discovery and awareness of professional features was a challenge that was reflected in user studies, logging, and metrics. To meet users where they landed when they opened Facebook, we introduced a unit at the top of your Feed that would highlight your performant organic posts and manage your recent ads.

Top posts tab

Insights 2.0

Users expressed desire for analytics that were more comprehensive, configurable, and efficient. We evolved insights on Pro Dash by a performance summary, highlighting performant content, and added the ability to filter, sort, and boost that content.

Insights home

Other Work

I’ve also worked on mitigating active advertiser regression, highlighting performant content to help admins understand what success to replicate or posts to optimize, and collaborated with the Core Navigation and Identity teams on defining identity switching in a Professional Profile world with multiple roles and permission models. I proposed content creation tools leveraging AI models, a tool store to help drive discovery and awareness, and a goal feature to drive professional outcomes.