Facebook offers a wealth of tools, information, and resources for SMBs to build awareness and drive sales on the platform, but access to that content was hindered by the existing site design. The Facebook team knew there were issues with the existing site such as content that was too long and illustrations that all looked the same, but the POV of the actual users wasn’t fully represented in the list of priorities. Our team at Fell Swoop conducted baseline user interviews to surface problem areas and opportunities for improvement. Two questions kept coming up in the interviews: 1. What do Facebook ads look like? 2. How much do they cost? The updated design addressed these and other key questions in the minds of SMBs helping them make smarter, more confident decisions about advertising with Facebook.