Click to WhatsApp enables businesses to advertise on Facebook and Instagram and receive conversations directly in WhatsApp. The product serves around 250M businesses and generates over $4M in daily revenue.

Businesses didn’t understand the value they would receive from advertising.

First time advertisers lacked confidence throughout the creation process.

I self initiated a new product vision: confidence comes from guidance, not from fewer steps. Rather than compress the flow, I believed advertisers needed each step to ask for one clear thing at a time, even if that meant more steps overall.

We validated it by conducting user interviews in Brazil, then made the case to prioritize it against the team's instinct that fewer steps always wins. From there, I partnered with Product and Engineering and led the redesign through several rollout milestones.

The redesigned experience increased ad creation by 24%, resulting in an additional $1M in additional daily revenue.