The team:

At Meta, I supported the Advertiser Automation team, a horizontal Ads team that focused on ML-powered ads products that increased advertiser success. Within the Ads Automation group, I led UXR for two XFN teams: App Ads Experience and Automated App Ads.

My role:

As the lead researcher for two XFN teams, I conducted end-to-end research independently and represented UXR in strategic meetings with Eng, Product, and Design. Supporting a mature team (App Ads Experience) and a newer product team (Automated App Ads) gave me exposure to 0-1 product research as well as later-stage evaluative research needs.

I conducted research to understand user churn and drop off of a new product, concept tested a new measurement tool, launched an in-product survey, supported an Alpha to understand user needs that directly informed the launch of a new product, and more.

Link to case study