Setup Quality was a new space created for engineers to work on their server setups for ads. This space needed to provide the right tips and guidelines for setting up the best events.

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Normally, we'd use a guidance card pattern for this. But with the new tools, 87 guidance cards were being used in the space, leading to less usage and blindness. The guidance card pattern had a 13% clickthrough rate.

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We heard from customers that they wanted more performance based recommendations. To combat the recommendation fatigue and provide useful recommendations I advocated for a new model for our messaging.

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We would segment the guidance cards and create rules and patterns for each.

• What's New: Communicating new features they could take advantage of, promotional messaging
• Best Practices: Attached to each aspect of setup quality to ensure they were meeting those
• Guidance Cards: specific recommendations for improvement

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Cutting the what's new and best practices out of guidance cards led to a 63% reduction in the usage of them, making the ones we left much more valuable and acted on.

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I identified this issue and advocated for the prioritization of this with leadership. During the project, I led the strategy for differentiating the messages and worked with a junior designer on the pattern designs. We got those patterns approved by the design systems team.

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I left Facebook before the completion of this project, but subsequent conversations showed that this was a successful approach that helped customers set up higher quality events.