Ads Manager Permissions & Onboarding
Restructuring a high-drop-off permissions flow by fixing its information architecture, not its copy.
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 drop-off wasn'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.
An 80/20 layout weighting moved strict prerequisites to the top and embedded troubleshooting notes inline, validated through A/B testing across IA variants.
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 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 a reference system applied across adjacent platform surfaces.