Meta Business Suite in product communications
Rethinking MBS comms
TLDR
Business admins were missing critical actions due to poorly organized in-product communications, costing Meta ~$270M annual missed revenue opportunities. I reorganized the communications system and improved actionability, driving 0.026% incremental revenue, equivalent to ~$50M annually.
My role and team
I served as product lead - identifying core problems, validating with data, defining scope, and aligning on a design direction with several partner teams. I also ran experiments to support engineering execution as a personal initiative.
Partnering with a tech lead, engineers, content designer, and data scientist, I audited the current experience, sized the opportunity, and built out content strategy.
What is Meta Business Suite (MBS)?
MBS serves as a one stop shop for business admins to manage their social media assets in one spot. This includes creating cross platform posts and ads, managing a unified inbox, and performing various administrative tasks.
The Problem
Businesses were missing key communications. Every ignored message, missed lead, pending request, and more, led to degrading business operations and unrealized revenue opportunities. Why did this happen?
↪ Poor channel organization
MBS home
Communications channels on home
↪ Too many priority signals
High priority notifications, alerts, and the to-do list all compete for attention on the same plane. By nature, each signals urgency and admins struggle to determine what actually needs to be addressed first.
The approach
To tackle this, I proposed a phased approach to experiment, validate, and pivot. The first phase focused on structural changes, the second on improving actionability within each channel, and the third on scaling the new system to other teams and establishing a maintenance model.
From 5 channels to 3
I proposed reorganizing our channels based on urgency, actionability, and consequence of inaction. Business blocking items go into the global banner, all pending actions along with alerts and onboarding tasks are folded into the to-do list, and notifications becomes an awareness stream.
Local —> Global
The 5 channels that once dominated MBS home are now organized into a right-side panel accessible across the platform.
A key driver of this decision was discoverability. Previously, alerts, to-do list, and onboarding lived on home, but only about a third of MBS users land on home by default. The rest navigate directly to inbox, planner, and other tools, meaning the majority were missing communications entirely.
To solve this, I proposed making comms globally accessible - delivering wherever the user already is. I introduced a secondary navigation reserved for utility tools, establishing a clear structural principle: the left panel for surface navigation, the right panel for utility overlays that support any workflow.
Previous iterations: Before landing on the final design, I explored two directions. The tabbed layout helped manage volume but concentrated most content in a single bucket, leaving the others sparse. The chronological stream preserved recency but lost per-category badging and made the surface hard to scan. The nested, intent-based list threaded the needle: scannable, badged by category, and prioritized by urgency.
Inline actions: On hover, each section surfaces relevant inline actions. For messages, admins can reply directly from the panel — pulling up the sender's name and a compose view without leaving the surface. Responses can also be generated via Meta's AI Business Assistant and sent in one click, making it faster to clear high-volume message queues without context switching.
