Meta Monetization UX Playbook: Research at the Pace of Innovation

In today’s data-driven digital landscape, truly transformative innovation remains rooted in understanding people.

Join Peter Lively, former UX Researcher and Team Lead at Meta Monetization, and Adam Mertz, Chief Growth Officer at Discuss, as they showcase Meta’s innovative approach to enhancing user experience in ad management tools for platforms like Instagram and Facebook. Discover how they returned to the core design principle of prioritizing human needs to successfully implement a continuous UX measurement and improvement program.

You’ll hear how placing human-centric research at the center of UX design enabled the Meta Monetization team to surface deep behavioral insights, iterate faster, and build tools that are not just functional but meaningfully valuable to advertisers and marketers.

What you’ll learn:

• How Meta evolved its research approach using agile, video-based conversations, real-time analysis, and behavioral cues—and how this uncovered critical advertiser pain points
• How behavioral insights drive team empathy and cross-functional alignment
• Why iterative, insight-led design led to more intuitive, high-impact user experiences
• How this approach future-proofs innovation in a fast-changing marketing landscape

This session offers a real-world example of how evolving research practices can create broader impact, helping Meta Monetization UX teams move faster, collaborate more effectively, and stay tightly connected to the people they’re designing for.