Turning Business Insights into Better Decisions

Meta's Insights Group supported advertisers across multiple products, but each team approached insights differently. Teams built dashboards independently, creating fragmented experiences and inconsistent guidance for businesses trying to understand their performance. The opportunity wasn't to build more detailed dashboards based on available data, it was to create a shared strategy for helping businesses understand what happened, why it happened, and what to do next.

I led a team of ~15 designers across four product organizations while partnering with Product, Engineering, Research, and Data Science leaders to align strategy for Meta's Business Insights platform. By convening cross-functional leaders around a shared customer vision, I helped replace fragmented roadmaps with a common direction that accelerated execution and improved business outcomes.

With teams building insights independently, I recognized that alignment required more than another planning exercise. I convened cross-functional leaders from Product, Design, Engineering, Research, and Data Science in a multi-day strategy sprint, bringing together customer insights, business priorities, and outside-industry examples to reframe how Meta should deliver value through insights. I then developed a simple framework centered on three customer questions: What happened? Why? What should I do next? — giving teams a shared language that aligned problems to solve, roadmap priorities, and accelerated execution.

Applied the framework to Meta Business Suite, where businesses track performance, helping the team redesign insights around customer next steps instead of metrics. The work connected insights directly to recommended actions, like creating an ad, significantly exceeding business goals.

Partnered with additional product teams, like the Business Messaging Insights team, to rapidly apply the same approach to pressing business challenges, proving the framework could guide diverse experiences while maintaining a consistent customer experience across Meta's business ecosystem.