"Allow All" Strategic Design
Balancing user choice with performance guidance through strategic design thinking
27% of users were hitting feature restrictions in our commerce advertising product within Ads Manager — Facebook's self-serve platform where millions of businesses create ad campaigns.
These restrictions represented 13% of total revenue at risk and were driving user frustration.
Unlocked 13% addressable revenue to new product with reduced churn rate.
Led Cross-Platform Design Coordination Across 4+ Teams
Generated $79M additional Revenue through scaling design framework to onboarding flows across Commerce teams
User Choice vs. Guided Optimization
Strategic Design Framework
I established a design principle that balanced competing business priorities:
Philosophy Shift:
From: Force users into the optimal path
To: Enable informed decision-making with transparent trade-offs
Implementation Strategy: Create a scalable notification system that could evolve from permissive (adoption phase) to educational (optimization phase) without rebuilding the entire system.
Cross-Functional Leadership Approach
Challenge: Coordinating across Ads Manager Frontend, Facebook and Instagram Ads teams, Backend Systems, and Analytics—teams that normally operated independently.
Solution: Established weekly cross-team design reviews with structured documentation, creating unprecedented alignment across engineering, product, and design functions.
Executive Influence: Led leadership presentations that convinced stakeholders to prioritize user satisfaction over short-term performance metrics—a significant strategic shift requiring data-driven narrative and clear trade-off communication.
