Meta • 2024

A modular, scalable design system for post-video ad end frames — unifying the experience across Facebook surfaces to improve ad performance without disrupting people.

Lead Product Designer

Monetization · Framework · Multi-surface

01

End frames had grown into a fragmented mess — each surface with its own layout, metadata, and rules. Worse, they showed the same information every time, missing the high-intent moment after a user had just watched an ad.

The problem wasn't just visual inconsistency — it was a missed opportunity at the highest-intent moment in the ad experience.

02

I framed the opportunity around three dimensions: build predictability, increase contextuality, and design for extensibility.

03

One unified design — without a background container — adapting across all surfaces. Consistent hierarchy, grid, typography, and Blueprint components. Less clutter. More trust.

04

User needs change throughout the decision journey. The system flexes to show the right metadata at each stage — and introduces Shortened Path and Impelling to drive action without requiring a click.

05

One consistent design language applied across all surfaces — bringing coherence to the end frame experience at scale.

06

Live end frame experiences in Reels as MVP, showing the system in production.

07

Unified

5+

Surfaces unified

+1.1%

303.2B

Weekly impressions

+0.4%

~$3.2M

Weekly iRev

One system replacing many. Less design and eng debt, more predictable user experience, and a foundation built to scale to new verticals and use cases.