Instagram and Facebook
A gradually blocking consent moment that increased revenue by showing personalized ads to those who wanted to see them
Process
A Two-Step Prompt that Focuses on Value
In the first iteration, I begin with a dialog box that serves as an introduction to the prompt, so that users can transition from the Instagram experience they’re expecting into a conversation about data.
Research showed that users didn’t like the extra step, so I moved away from the dialog box in the second iteration.
In this initial iteration, I focus on conveying the value of personalized ads. In later iterations, the focus shifts to incorporate the regulatory language I was given by our legal team.
Second Iteration
First Iteration
A One-Step Focus on Agency
In the second iteration, I’ve eliminated the first step, and I focus on the fact that users have a choice in the way their data is used.
Research shows that users want to have more control over their data. I wanted to be careful not to over promise - users don’t have complete control - but to communicate that they do have choices.
A Long and Misleading Headline
The third iteration contains the information regulators need, but the headline is long, three lines in English and often four in translation.
The core of the headline is “Do you want us to show you ads,” which isn’t the question we intended to ask.
The terms “activity information” and “ad partners” were important to regulators, and to Meta’s legal team, but our research told us that users didn’t understand them.
Third Iteration Fourth Iteration
A Shorter, Clearer Objective
The final headline is two lines in English, which is the shortest it could be while still adhering to regulatory guidelines.
The core of this headline is, “Can we show you ads that are more relevant,” which is the question we intended to ask.
“Ad partners” is introduced in the body paragraph, where users can follow a link to an explanation.
After discussions with our legal team, I shortened “activity information” to “activity,” which is more understandable to users.