Project Overview: Facebook (FB) and Instagram (IG) Shops are the foundation of Meta’s Shop Ads revenue stream, which is separate from Facebook Marketplace. IG and FB shops are end-to-end e-commerce platforms used by thousands of small businesses and global names such as Sephora, Lululemon, and Nike, to name a few. Buyers complete their purchases right in the apps without having to go offsite, i.e., to the brand website.

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My Role: Senior Content Designer, Product Recommendation for Instagram and Facebook shops

 

Team size: Three teams, members: 17 
 

Tools: Paper Sketches, FigJam, Figma, Google Slides, and Google Docs

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Business Goals:

• Increase Gross Merchandise Value (GMV) through an enhanced product recommendation experience for Instagram and Facebook shops.

• Drive Return of Ad Spend (ROAS) to retain sellers and onboard new sellers.

• Help thousands of businesses sell products to their customers on our apps. *Note: Nearly half of people say they use Instagram to shop weekly. 

​*Source: Instagram Trends Research Study (Facebook - a commissioned survey of 4,500 Instagram active users aged 18-50 in AU, BR, DE, FR, IN, JP, KR, UK, US) by Ipsos, Nov 2020. N=500 for each market. Instagram active users are weekly IG users who create content on the platform based on stated survey data. 

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Approach:

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Research

• Co-designed experiments with User Experience Researchers (UXR).

• A huddle session with UXR was held to synthesize and analyze experiment findings and inform the design approach.

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Strategy

• Collaborating within and across digital product teams (in the US, UK, and Israel) to develop the product roadmap design and content strategy for the product recommendations engine for Facebook and Instagram shops.

• Contributed to team strategy focused on product recommendations through cross-selling and upselling based on the customer journey. 

• Collaborated with UXR, designers, and product manager to analyze experiment findings and plan future actions such as further experiments, design enhancements, and updating product roadmap.

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Design - Content and Product Design​

• Leveraged industry knowledge, emerging trends, and experiment results to design the product recommendation experience by aligning recommendations to the customers' shopping journey and leveraging social signals. 

• Implemented accessibility through content design across Meta's Commerce platforms.

• Leveraged the persuasive content design framework to create the content design guidelines for product recommendation titles that were aligned with Meta's content design guidelines. 

 

Impact: 

• A defined vision for the product recommendations experience from the upper to lower funnel of the shopping experience and a roadmap enabled seamless collaboration across cross-functional global teams. 

• Leveraged social signal for accelerated purchase decision measured through business success metrics - Click-through Rate (CtR) and Conversion Rate (CVR).  

• Visibly increased GMV and ROAS within a quarter. 

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The detailed design process is described below.