Facebook

Benchmarking UX

Supporting a program of continuous improvements for advertisers and publishers

Client Facebook

Objectives

Provide a holistic view of advertiser and publisher experiences, behaviours, needs, values and expectations.

Research

  • Large scale qualitative research
  • Establishing benchmark criteria
  • Product assessment

Outputs

  • Findings highlights
  • Detailed benchmark reporting
  • Journey maps or visual outputs
  • Research wikis to share findings
Background

Facebook provides one of the largest networks for digital advertising. It scales from the smallest mom and pop business to large multi-national brands and media agencies. Spatial has worked with Facebook and Facebook Audience Network since 2014 on a variety of UX research studies focused on advertisers and publishers.

The Work

Benchmarking key advertiser experiences

Facebook’s product teams are renowned for the pace at which they rapidly iterate their audience experience. With multiple teams working simultaneously on different tools and features, benchmarking was used to provide teams with a holistic view of the experience and user perceptions across a wide range of users.

We have conducted hundreds of in-depth interviews for both generative and evaluative research studies, including benchmarking key advertiser experiences, developing personas for specific features, and competitive landscape reviews for publishers who seek to monetize their content using Facebook ads for revenue.

A journey map detailing the activies, needs, and pain pints experienced by a user of social media platforms
Outcomes

Benchmark research was used by Facebook’s product teams to feed into roadmap planning and uncover unmet needs and opportunity areas.