My workProduct content
Writing and systems that reduce friction, prevent errors and help people do what they came to do, at scale and across surfaces.
Featured project
MetaDesigner2017
Designing error-resistant ad duplication workflows
Enabling flexible reuse of ads by redesigning system behavior instead of surfacing errors
Ad duplication is a major revenue driver, allowing advertisers to quickly scale campaigns. Advertisers wanted to duplicate ads and change the objective, but this broke the system. Changing objective invalidated downstream fields and resulted in 60+ potential error states. The team's initial proposed solution was to ship the feature with all of the errors and force users to fix them.
Key outcomes
- 2.2% revenue increase
- 2.6% increase in new ads creation
- 1.7% increase in new advertisers
