Product rename for scalabilty
Context
The original name of this product was “Commerce & Ads IP Tool”. As it was internal tool created by engineers, there was not much thought given when naming it. This became one of those instances where a project name became the official product name. But as we were moving the tool to a larger user base, we had to revaluate the name for better scalability, marketability and inclusivity.
Solution
Rename the tool from a Content Design perspective to be globally inclusive, useful and scalable.
Role
Content Designer
What I did
I collaborated with Product Marketing to find a name that was descriptive, matches industry language, marketable and fits with our product ecosystem.
Impact
This effort was recognised by product as a key effort to hit Monthly Active Users goal and was a priority on our product roadmap.
Our users found the new name was easier to remember and more professional. The rename was also a cornerstone of the PR story on Meta’s commitment to helping brands fight counterfeit on the platform.
Opportunity
Improve recall: Our users were having difficulty recalling the name of the tool, most just calling it “the Facebook tool”
Global inclusivity: 8 out of 12 language managers of our key markets found the current name difficult to localise and became comically long for some
Process
As Meta had other products that were similarly around “rights management” or “brand safety” that existed within the same enterprise platform, we had to ensure the name we chose fit within the existing product ecosystem but was broad enough to be future-proof as well.
To get stakeholders across Product, Marketing, Legal and Content Design from 3 teams in 3 different timezones come to a consensus objectively, I led a rigorous process and utilised various decision-making matrices such as:
Competitor analysis to help them understand the landscape and language used
Brainstorming with the entire team to make them feel involved
Pros & cons analysis to help weigh out the tradeoffs as there’s no perfect name
Scoring analysis based on different criterias to ensure we consider all perspectives
Qualitative feedback from users to test if it fits with their mental model
