Unified support system

Instagram generates 30% of Meta's revenue from advertisers. But nearly half of them couldn't find support. Entry points were fragmented across 5 scattered options with internal product names that meant nothing to users. Content creators had no path to resolution at all. Business owners were forced to leave Instagram entirely and navigate unfamiliar Facebook tools to fix ad issues. The system was failing the two personas it depended on most.

The core insight from research: users could identify their problem, but had no idea which entry point to use. I redesigned the entire support architecture around a single entry point that replaced all 5 scattered options. Users describe their issue in plain language, the system routes them to the right resolution path.

The design went through multiple rounds of iteration and user research with advertisers and creators, testing comprehension, navigation paths, and how well the structure mapped to how people actually think about their problems.

Given scope and timeline constraints, we shipped an MVP that still served both personas meaningfully, giving creators a support path for the first time, and giving business owners a way to resolve ad issues without leaving Instagram.

The unified support surface shipped across both Instagram and Facebook, unlocking support access for the segment generating 46% of Instagram's ad revenue. 85K active cases resolved monthly. 7.2K reduction in account losses. For creators who previously had no support path at all, it was the first time the platform actually had their back.