Overview
In 2020, Meta rolled out Ad Preferences, however, it's overwhelming and difficult to understand the controls. I redesigned the homepage, focusing on the customize ads tab and sub-products under it.
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
Problem
After seeing repetitive or undesirable ads, people want better ad experience on Facebook and Instagram. 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. Divided the controls in two tabs to make it more intentional and less overwhelming.
VISION
Interest picker
Provide 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, getting it prioritized on the 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
Make Ad controls more discoverable, more understandable, and more effective. I led a series of workshops to define product strategy and prioritize the focus.
