Meta Ads Manager Permission and Onboarding
Project overview
Context: Flagship account permission and advertiser onboarding flows were generating high-friction user paths, causing small business advertisers to abandon setup or flood support channels.
Challenge: Deep data analysis revealed that user drops weren't a result of copy quality, but rather fractured information architecture and hidden structural constraints within legacy support documentation.
Approach: Overhaul the end-to-end information architecture and content layout to clarify complex user rules, reduce support ticket backlogs, and maximize self-service resolution.
95%
people rated the article “helpful”
-48%
reduction in support cases
Published Content
My Role
Data-Driven Diagnostics: Analyzed extensive backend help center logs and user sentiment surveys to locate the exact friction and drop-off points in the user documentation flow.
Information Architecture Overhaul: Restructured complex multi-step processes by applying an 80/20 layout weight, moving strict prerequisites to the absolute top of the page and embedding targeted troubleshooting notes.
Experimentation & IA Refinement: Ran A/B testing across multiple variants; evaluated different IA structures, refined heading hierarchies, and adjusted content ordering to improve clarity and user flow.
Scale and Governance: Operationalized these updated layout patterns into broader decision criteria and documentation frameworks, creating an automated reference system across adjacent platform surfaces.
Key Collaborators
Worked across PayOps, Product Management, and Engineering to align four teams on a single source-of-truth architecture — a prerequisite for programmatic content syncing that eliminated manual maintenance overhead across 20 support hubs.
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