Navigating the Cross-Meta Support Ecosystem

As a Principal Designer, I led the strategic design for a support ecosystem serving 3 billion users and 200 million businesses across Facebook, Instagram, and WhatsApp. I operated as the senior design voice in a three-continent, async-first team (London, SF, Singapore), translating high-level business ambiguity into a unified strategy.

Meta's support infrastructure was a collection of fragmented tools that struggled to identify and prioritize high-revenue cases, resulting in significant revenue friction. My task was to de-risk the roadmap by moving the organization from a feature mindset to a systems mindset.

I led the Advertiser Issue Prioritization initiative to ensure the largest revenue-potential cases reached the right agents first.

I partnered with Data Science and Engineering to define a logic funnel — Triage, Prioritize, and Assign — that replaced 'first-come, first-served' with revenue-optimized routing.

To handle the massive volume of 'stale' cases (cases awaiting customer response), I designed Autopilots— configurable automations that allowed agents to focus on active resolution while the system handled manual follow-ups.

Operating at an IC6 level meant my primary artifact was often clarity rather than just pixels.

I noticed deep research insights were often lost in dense spreadsheets. I proposed and directed visual storyboards to articulate user pain points, which became the primary narrative tool for roadmapping and stakeholder alignment.

I upskilled the design team in video-led communication (Loom walkthroughs) to maintain velocity across time zones and spearheaded the 'Support OS' rebranding to align the cross-functional team under a single mission.

Beyond the 14% reduction in resolution time, my work was used by senior leadership in strategic readouts to CEO Mark Zuckerberg to define the future of the org.