Facebook Project

Video Engagement CA

Project focused on improving search solution for engagement audience Videos

Facebook caters to a numerous amount of businesses through our advertiser product. When businesses use our advertising products, they have many options which enables them to target specific audiences on Facebook. Within these options, there is a product called Video Engagement Audiences. This product provides our advertisers the option to build audiences off of users who viewed their videos on Facebook or Instagram. However, the previous tool to search for videos to create this audience type included many problems. This project was created to help improve the search tool to encourage more usage of this product and help advertisers reach their business goals quicker.

Project type

Web design focused on a B2B experience.

Design

Product strategy, web design, research, and interaction design

Cross functional partners

Product Manager, Engineering, Content Strategist, Account Managers, Client Solution Manager, and Analytics

Previous Search tool

In the previous tool, advertisers were only given a drop down with 3 different options to search for their videos. This included searching by the ad campaign, the Facebook page or the Instagram business profile. We realized that there were many problems for advertisers using this tool who had large inventory of videos attached to their Facebook page or Instagram profile.

"I clicked through over 1000 pages of videos and I didn’t get past mid-Feb."

Research

During the research phase of this project I interviewed Account Managers, Client Solution Managers, Client Partners, and Advertisers to identify true problems that they faced. By understanding their business goals, I was able to realize many underlying problems that our tool caused. From our small to large businesses, they were constantly impacted by full day of chaos. Therefore, they viewed our previous tool to be time consuming, resulting in advertiser's hesitation of using the feature. For advertisers who did try to use the product, the process of finding the video they wanted was viewed as "too complicated" that they simply just gave up and dropped out. For our advertisers who did use the product, they spent an average of 90 minutes to find their videos.

Understanding the advertiser

I wanted to understand how our advertisers use videos on the Facebook platform, and how they track and measure the success of their videos. This allowed me to understand how different types of advertisers operate, helping ideate solutions which did not interrupt their day to day.

Exploration and ideations

As I was working in collaboration with developers, there were many technical limitations that blocked the ability to search for videos by the name or title. So I had to explore solutions around this. In the process, I drafted various user flows to help identify the functionality, gaps and confusion each flow would possibly propose. This helped led me in the direction towards finding the most optimal solution technically possible, while still providing a solution that did not interrupt our advertiser's day to day.

Finding the Optimal Experience

With the goal of designing a feature that would help our advertisers find videos quicker, I explored the idea which allowed advertisers the option to find/add their videos to their audience in bulk, playing around with a separated or integrated experience in the current tool.

Due to technical limitations on identifying videos by their name or title, we concluded on Video IDs as the search input. Through research, we found that advertisers tend to manage their videos by video IDs. Utilizing the same in search would not pose as an interruption in their day to day flow.

Iteration 1

Separated experience. Pop up module, which disconnects the add in bulk experience from the current tool.

Iteration 2

Integrated experience with progress bar.

Iteration 3

Recognizing that the integrated experience was most optimal, I explored different treatments that differentiated the add in bulk flow to audience creation flow. I also removed the progress bar to provide more real estate for Video ID inputs.

Error States

Collaborating with Developers to draw out errors cases and designing the integration into overall flow.

Final design

With the final design, advertisers are able to find and add their videos in one step, reducing the time consumed searching for their videos. By enabling Video ID search, we would increase advertiser's confidence when searching for their videos, while decreasing the previous video search complexity. After the feature launched, we saw a 30% drop in time spent finding videos and higher engagement on the product.