Unified Support Home - USH

Turning support fragmentation into a scalable system

At a glance

Challenge

Support had fragmented across surfaces, ownership models, and user pathways, making it harder for people to understand what happened, what to do next, and whether issues were resolved.

Approach

I led Unified Support Home as a system-level redesign, reframing fragmentation as a structural problem and defining a phased strategy to centralize discovery, reduce redundant pathways, and establish a more scalable support model.

Impact

Drove double-digit gains across CSAT, enforcement seen-rate, takedown resolution, and USH engagement, while reducing payout holds and setting the foundation for xApp scale.

Why this mattered

What appeared to be a support UX issue was actually a system problem. As Meta’s support ecosystem expanded, users were navigating disconnected surfaces with different roles, signals, and levels of actionability. The result was slower resolution, lower confidence, and a support model that was increasingly difficult to scale consistently across cohorts and products.

At stake

  • User clarity: People had to self-diagnose where to go across overlapping support surfaces.


  • Business performance: Fragmentation slowed resolution and weakened trust, engagement, and monetization outcomes.


  • System scalability: Duplicated pathways and inconsistent architectures limited Meta’s ability to scale a coherent support model.

What I led

  • Framed support fragmentation as a system-level problem rather than a surface-level UX issue


  • Defined the phased strategy across centralization, consolidation, and long-term scale


  • Led product and design direction across IA, lifecycle states, and support model architecture


  • Aligned cross-functional partners around the guardrails, sequencing, and constraints needed to scale the system

Strategic milestones

Centralized discovery

I reduced a fragmented set of support entry points into a single clearer destination organized around user intent. This removed much of the trial-and-error users faced when trying to determine where to start and made actionable paths easier to identify.

Consolidated overlapping jobs-to-be-done

Once discovery was centralized, the next source of friction became clear: multiple surfaces were still solving the same underlying jobs with slight variations in flow, ownership, and eligibility. I mapped the ecosystem by job-to-be-done and consolidated redundant paths where trust and support constraints allowed.

Created a scalable support foundation

Rather than over-correcting the system in a single pass, I phased the transformation to solve immediate clarity issues first while establishing reusable support patterns, stable lifecycle states, and a stronger foundation for long-term scale across cohorts, surfaces, and future xApp experiences.

Impact

By reducing fragmentation across discovery, decision-making, and support architecture, the work improved both user clarity and system performance. Users were better able to understand their status, find the right next step, and move through support with more confidence.

User and support outcomes

  • Double-digit increase in creator CSAT


  • Double-digit increase in enforcement seen-rate


  • Double-digit increase in USH engagement

Resolution and business outcomes

  • Double-digit increase in content takedown resolution rate


  • Double-digit reduction in payout holds


  • Single-digit increase in post-enforcement video time spent

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