Ads
chatbots
PROJECT GOAL
Help advertisers resolve issues without the help of an agent.
WHAT I DID
Worked closely with Research and Data Science to inform a content strategy for 3 chatbots.
Strategically used tone to gain advertisers' trust and reduce their frustration.
outcomes
The number of advertisers who wanted to talk to an agent decreased by 35.9%
Meta saw $12M in annual cost savings.
overall flow
This project spanned multiple product groups and had dozens of stakeholders.
We didn't have Product Design support for this project, so I mapped out the flows myself.
VOICE AND TONE
From our research, I knew the experience of having your ad account disabled was often scary and frustrating for advertisers, so I used a supportive, reassuring tone.
I focused on what had happened to the ad account instead of the actions the advertiser had taken.
I gave people as much information as possible so they could feel supported to make informed choices about next steps.
DETAILS
Because of the way the backend of the bot was designed, we needed to rely on simple responses, which meant using lots of yes/no choices.
I made these feel conversational by using language such as, “we want to make sure we fully understand what’s happening” as a lead-in.
COMPANYWIDE GUIDANCE
The content I wrote was so impactful that many other teams asked me for guidance.
I wrote detailed companywide design guidance that became a resource with over 7,500 views (and counting!).