Background
Meta needed to provide advertisers with clearer insights into the effectiveness of their ad campaigns on Instagram. The goal was to enhance the Ads Measurement tools to better quantify the value of advertising spend, improve advertiser retention, and optimize ad performance to increase overall engagement and revenue.

Methodologies

• Mixed-method research combining qualitative and quantitative approaches.
• In-depth interviews with advertisers to understand pain points and needs.
• Usability testing of existing ad measurement tools.
• Co-creation workshops to identify new metrics and validate solutions.

My Role
As the UX Research Lead, I was responsible for designing the research strategy, leading a team of three researchers, coordinating with cross-functional teams (Product, Data Science, Engineering), and presenting actionable insights to stakeholders to influence product development.

Process

1. Research Planning: Defined key objectives, scope, and methodologies with input from cross-functional partners.
2. Data Collection: Conducted 20+ in-depth interviews and multiple usability tests to gather qualitative insights on advertiser needs and tool usage.
3. Analysis: Analyzed data to identify common pain points and opportunities for improvement, validated findings with quantitative data.
4. Synthesis: Facilitated co-creation workshops with stakeholders to develop new measurement metrics and refine existing tools.
5. Recommendations and Implementation: Presented findings and strategic recommendations to senior leadership, resulting in the development and launch of five new measurement features.