The Facebook Grader is a tool to aid businesses and marketers in assessing their Facebook marketing effectiveness. By evaluating their Facebook accounts, and breaking up performance into specific and actionable sections, WordStream is able to provide initial free value to marketers. The end goal is to guide these perspective customers toward a free trial of the software to gain countless additional services and ultimately increase marketing performance. 

Functional prototype:

Working closely with the product manager, marketing team, customer success team, and sales, we determined which aspects of a Facebook account were most critical to marketing success. We boiled these down into digestible sections in order to explain performance and areas for improvement, with easy accessibility to take action and begin a free trial throughout the grader. 

Challenges: improving upon a similar framework we had set up for an AdWords Grader, which included evaluating effectiveness from the past year and looking at improvements in clarity, value, and data visualizations. We also spoke with Facebook users to determine key points of confusion as well as which sections would provide the most value during several steps of the design process.