New challenges come with new opportunities for small businesses. In Facebook Business, we are aiming to provide the best analytics experiences by providing actionable data visualization in the right place to help business owners understand their holistic marketing efforts. Today, we’d like to share with you our methodology from user research, product design to Facebook Business Design System.

1. Data Visualization in
Facebook Business
How We Designed it
Grace Fan
Product Designer
Maggie Murphy
Product Designer
Quaneisha Penha
UX Researcher

2. UXSTRAT2020
New Challenges
& Opportunities

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New Opportunities and Challenges
Economy changes in the last couple of years, especially in 2020 pandemic,
more and more SMBs transferred to online business and expect Facebook to
be more than a marketing channel.

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FB Analytics Tools
Facebook Page Insights Instagram InsightsFacebook Analytics

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The Story of A Small
Business Owner & Her Day

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7. On Audience...
We serve a large audience of businesses that advertise and market on our platform
with a diverse set of underlying needs and behaviors.
To find a segment of businesses to optimize our tools for we categorized by a
variety of factors including usage of the platform, their marketing strategy across
Facebook and Instagram, and their use of both paid and organic marketing.
By focusing on a specific group of small business marketers that want to monitor
and holistically understand their paid and organic activities, we were able to
improve understanding of the problem space.
Using prototype as part of user interviews allowed us to have something to visually
anchor the conversation with participants and to look at smaller chunks of the
problem space to understand their goals.

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From user interview we learnt...
Examining marketing and advertising data in context
improves perceived actionability of information.
With limited budget and the effort to put into marketing, it is
often difficult to understand where to put resources.

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Don’t make me do the math...
“

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I never understand the little mountains
“

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Right off the bat, it can tell you which medium is
doing better in whatever it is you are looking
for...if it gives us a cross platform comparison, we
can really understand where to focus our energy
“

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Facebook Biz Insight

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Mapping mental model
Funnel Activities

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Funnel Activities

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Refine AI

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Officially Launched this September!

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The Design System

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Design Systems at Facebook
Instagram
IG DS BDS
AdsManager
BizSuite
AdditionalBusiness
Products
FDS
Facebook app
Product teams

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Data Viz + Design Systems
Data Viz adds a layer of complexity over our design system
Business Design System
Data Viz Library
Measurement Foundations (handles APIs/Backend)
Products: Ads Manager, BizSuite, Insights tools, etc.

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How do we (on the design system team)
support our products with data viz?

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Data Viz Design Sprint

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Data Viz Design Sprint

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Data Viz Design Sprint

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Next Steps Data Viz Hero Image
Increasing density through intent

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Extending the System

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Consistency
Across Products
How do we visualize
Audience Information?
Spark AR Hub Insights Screen

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Consistency
Across Products
How do we visualize
Audience Information?
Insights mock-up
Spark AR Hub mock-up

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Collaborating
Across Systems
How do we visualize data
on a smaller scale?

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Collaborating
Across Systems
How do we visualize data
on a smaller scale?

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Collaborating
Across Systems
Using research for clarification
and documentation. Trend as a line chart vs trend as a bar chart

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I like that it’s all in one. Anything to allow
us to see everything quickly and in one place
so that we can get to bigger things which is
serving the client.
“

37. UXSTRAT2020
Make Data Viz for everyone,
not just data scientists

38. Thank you.