Overview
I designed the Customize ads tab and sub-products under it. In 2020, Meta rolled out Ad Preferences, however, it's overwhelming and difficult to understand the controls.
Impact
Ad preferences redesign was launched in 2024 globally with 1m MAU. The control usage has been increased by 4.5% and dwelling has been decreased by 12.8%, indicating better navigation.
MVP
After seeing repetitive or undesirable ads, people want better ads. However, they don’t know where to find controls and they don't understand them. The homepage is overwhelming and text-heavy.
Solution
Improved the homepage IA with more transparency and understandablity. Divide the controls in two tabs to make it more intentional and less overwhelming.
VISION
Interest picker
Provide AI-generated interest controls to help people voice their preferences, improving future ads they may see. I made this prototype in a hackathon and pitched the idea to the team, prioritized on the next roadmap.
Conversation
Make Ad Preferences more conversational and personalized based on user behavior so users can save time in looking for the right control.
AI integration
I led a series of workshops to discuss product strategy and prioritize the focus. We aim to make Ad preferences more discoverable, more understandable, and more effective.
