Meta - Buy with Prime
Following Apple’s App Tracking Transparency (ATT) update in 2021, which restricted social media companies' ability to target users, Meta sought new ways to encourage data sharing and drive ad revenue. In late 2023, Meta partnered with Amazon to launch "Buy with Prime," allowing Amazon shoppers to purchase products directly from Facebook and Instagram without leaving the our ecosystem.
My role
As the Product Design Manager, I provided valuable feedback during key project milestones, ensuring high standards of craft and quality throughout the process.
Our team
The team consisted of myself as the one Product Design Manager, one Product Manager, one Engineering Manager, one Product Designer, and three Engineers.
Problem to solve
The more data a platform has about a user, the better it can tailor ad experiences to their preferences. While Meta collects basic account information, users who choose not to share their full third-party data limit the system’s ability to deliver personalized ads and enable features like "Buy with Prime."
The consent process plays a critical role, but is often presented as a dense block of text that users either skim and accept or abandon entirely. While many quickly agree and proceed, a significant portion hesitates, resulting in notable drop-offs. Optimizing this crucial moment was essential to improving conversion rates and ensuring a seamless user experience.
Goals
The goal of this project was to design a transparent, user-friendly consent screen that adhered to Meta’s strict privacy standards while avoiding dark UI patterns that would also yield 5 million accounts being linked between Meta & Amazon.
The solution aimed to effectively drive positive consent growth for both opted-in and opted-out users across Facebook and Instagram, ensuring clarity, compliance, and an improved user experience.
Explorations
Research studies
Through comprehensive user research and prototype testing of our public-facing experience, we identified the most effective combination of headlines and calls to action (CTAs), as well as the optimal placement for the consent moment. This research informed our design decisions and enhanced the overall user experience.
Final Designs
For users who are opted-in to third party data sharing
For users who are NOT opted-in to third party data sharing
Results
6M
Linked accounts with Meta, exceeding the target goal of 5M.
$3.5M
Additional revenue generated
+3 partners
Due to the success of the project, Meta plans to onboard additional ad partners.