Background
This project updated the initial version of the ad creation flow for WhatsApp iOS and added new features like draft ads and video ads.
This update gives parity to between iOS and Android, improves the dark mode experience and gives consistency between the organic WhatsApp experience and the business side.
This experience also allows people to create ads natively on iOS which bypasses the need to go through Facebook.
Design considerations ·
Design considerations ·
The WhatsApp design system for iOS business was new and evolving heavily.
WhatsApp operates globally, so we had to account for users in rural areas who may have slower or broken wifi.
Designing for new features meant thinking through possible error states.
People are used to using the organic side of WhatsApp, so the business app branding and design should feel familiar.
Previous experience
For a user without the facebook app installed they:
Couldn’t publish their ad.
Had to parse through dense hard to read content
Experienced long loading time
Use patterns native to web not iOS
For users with the facebook app installed they:
Experienced long loading times
Dealt with confusion switching apps
Felt difficulty managing ads once published
Lacked dark mode
Design
Worked and consulted with WhatsApp Design System product designers on Android and iOS to improve the ad creation flow and understand the design system limitations, make suggestions and add to the growing design system.
Debugging before launch:
XFN collaboration
I worked closely with a team of three engineers to understand technical limits, edge cases and bug fixes. Product collaboration included sizing, design reviews and async figma feedback.
Incorporting feedback
The designs were reviewed by Design system PDs as well as a build review on both the Facebook and WhatsApp side to ensure product, UX and UI quality.
The process was iterative as this flow presented new patterns such as media previews, video and some error states not previously designed for by the new design system.
New experience
The new experience:
Uses components native to iOS
Compliant with the WhatsApp design system
Allows for dark mode
-
![]()
Add location
-
![]()
Add interests
-
![]()
Edit audience
-
![]()
Error states
New features
In addition to fixing the existing ad creation flow we added new features such as video ads and draft ads to Whatsapp. These new features we’re proven to be extremely helpful to users across Meta’s advertising products when implemented correctly (see below).
Video ads are also more engaging to the consumer and give authenticity to small businesses.
Results
The native ad creation improved advertiser experience resulting in 11.5M expected annual revenue.
The number of WhatsApp iOS advertisers increased by 43.7%.
Users creating ads +3%
Existing users creating ads +5.3%
Users submitting ads +2.7%
Users entering ad creation 6.33%