Managed Meta Accounts allow businesses to have a consolidated account structure for managing their various assets (like Facebook Pages, Instagram Accounts, ad accounts, etc.). It aims to provide more control, security, and access. Businesses needed a way to manage integrations used within their organization, beyond just people and assets. This gap in our existing solution posed a significant risk to our users. In response, I led the design of an integration management feature, allowing businesses to view, approve, and manage integrations used within their accounts.
Managed accounts needed a way to allow admins and advertising partners to control which integrations can be used within their organization.
The Challenge: Third-party tools were responsible for 70% of revenue in managed accounts, yet there was no structured way to control their access. Clients needed a solution to manage these tools effectively without disrupting their workflows.
Current Landscape: Businesses relied on third-party integrations to drive their ads, but the existing system lacked visibility and control, leading to security concerns and inefficiencies. Competitor platforms offered varying levels of control, but none had a seamless, scalable solution.
Plan of Action
Data-Driven Discovery:
I started by gathering insights, proving the importance of third-party tools in revenue generation.
Stakeholder Buy-in:
I created low-fidelity mockups to align PMs and clients, ensuring the problem was well understood.
Client Testing & Iteration:
Clients emphasized the need for global controls first (allow/block) before diving into granular permissions.
Phased Execution:
To prevent scope creep, I defined a three-phase rollout.
Path forward
By prioritizing visibility and control first, we balanced business impact and engineering feasibility, ensuring a scalable foundation for future enhancements.
I developed a series of concepts that demonstrated the value of tool management within managed accounts. These concepts included early sketches, wireframes, and prototypes that illustrated how businesses could easily view, approve, and manage the tools being used within their accounts. My goal was to create a clear and compelling narrative that would get buy-in from our stakeholders.
Boost in adoption & enhancement product sentiment
Of revenue was enabled thanks to this addition
Data-Driven Insights Inform Impactful Changes:
Leveraging user behavior data to prioritize pain points in the migration process allowed targeted improvements that maximized efficiency and satisfaction.
Cross-Functional Collaboration Accelerates Progress:
Partnering with engineering, product, and data science teams ensured that solutions were both technically feasible and aligned with user needs, showing the power of cross-disciplinary teamwork.
Incremental Improvements Compound Over Time:
Breaking down the migration process into smaller, iterative enhancements proved to be a sustainable approach, highlighting the value of continuous optimization over big-bang changes.
Develop Post-Migration Onboarding:
Create a seamless onboarding experience after migration, with tailored tutorials or resources to help users quickly adapt to the managed accounts system.
Analyze Long-Term Impact on Retention:
Measure how migration improvements affect long-term user retention and satisfaction, using metrics like adoption rates and feedback scores to validate ongoing success.
Create Scalable Documentation and Tools:
Develop reusable documentation, templates, or tools to make future migrations easier and more consistent across various account types or use cases.