Meta’s educational content

Shaping learning through content strategy

At Meta, I led content strategy for the Business Help Center, Ads Manager, and Blueprint, ensuring clarity, accessibility, and user engagement. I developed structured, user-friendly content to simplify complex advertising tools, reduce support queries, and improve the overall experience for businesses of all sizes. Through data-driven insights and continuous iteration, I optimised user flows, enhanced learning materials, and collaborated cross-functionally to align content with business objectives.

Year
2022

Meta Business Help Center
Ads Manager and Blueprint

Project: Ads Manager UX Optimization

  • Role: Collaborated with content designers to optimise user experience flows in Ads Manager.

  • Approach: Utilised data insights and user testing to identify pain points and improve interface design.

  • Outcome: Enhanced user engagement and user spending by making the tool more intuitive and efficient.

The Business Help Center content drives business value and influences advertiser and business spend. Since Oct 2019, tests have found that the Business Help Center:

● Saved $9.7M annually in deflected cases.

● Increased likelihood to spend by 0.8% among users who see at least one recommendation of our content.

● Unlocked incremental revenue of $298M annually.

Dogfooding

I leveraged product testing through dogfooding to refine user experience and optimise content flows within Ads Manager. By actively using the platform as an internal tester, I identified friction points firsthand and collaborated with support teams to analyse case data, pinpointing recurring user challenges. These insights informed strategic content improvements, leading to clearer signposting and in-product guidance that enhanced usability and reduced user frustration.