At Underbelly, we offer not only product design from the ground up but also team augmentation for large companies. This means that an Underbelly designer acts and functions just as an internal designer would on your product team. Because our agency has over seven years of experience working with Facebook products (which keep more than 90% of our internal employees busy), we can jump into projects quickly and provide impact almost immediately. For this project, one of Facebook's designers was preparing to go on maternity leave and needed someone to take over the design needs of an already established product called Lead Ads.
Lead Ads are advertisements that focus on collecting contact information from prospective customers to close deals; these ads are for products that aren’t purchased in a single online experience, including real estate, automobiles, and enterprise software. Lead Ads has been a rapidly growing business since it launched in 2015. Today, the business generates over 2 billion dollars of annual revenue for Facebook, serving over 280k monthly active advertisers, and driving over 2 million daily lead submissions. On the functionality side, the product has grown from a simple standard form that collected contact information into a multi-facet product, powering advertisers from many different businesses with unique requirements, such as CRM integration, native dealer booking, and custom disclaimers.
As a result of this rapid growth, some challenges had emerged. For starters, the look and feel of the product needed to be updated to match the new design language of Facebook. Additionally, the business needed features like “qualifying questions” for advertisers who want to improve lead quality as well as salesforce integration, which enables users to compare how their ads are performing and effectively follow up on leads.