Facebook Ads App — UX research and testing

Led focus-group and task-based research to identify friction and improve clarity in ads workflows.

Disciplines: ux-research, product-design.

Role

Research lead facilitating groups, scripted tasks, synthesis into actionable UX recommendations.

Outcomes

• Ranked usability bottlenecks with severity tied to advertiser tasks
• Recommendations aligning interface copy, layout, expectation setting
• Playback artifacts squads reused in critiques

Context

Advertising tools compress huge capability into constrained UI. Mild wording shifts amplify misunderstanding at scale.

Approach

Mixed qualitative sessions with repeatable task probes, surfaced mental-model mismatches teams could stress-test prototypes against immediately.

Impact

Design and PM partners deprioritised speculative polish in favour of targeted clarity wins grounded in observation.

Read the full Facebook Ads App — UX research and testing case study

Led focus-group and task-based research to identify friction and improve clarity in ads workflows. For product leaders and d