Nextdoor Ads Manager

data-driven design | strategic design vision | PRODUCT INNOVATION | Team LeadershiP | business tools | system thinking

Case Study: Transforming Nextdoor’s Ads Manager Platform: Uncovering a $200M+ opportunity

As the driving force behind user research and design discovery, I identified and prioritized strategic opportunities that have the potential to redefine Nextdoor’s monetization strategy while leading 0-1 feature creation and streamlining user journeys.

 

Project snapshot

At the heart of Nextdoor’s monetization strategy, I led the design of the Ads Manager platform, which connects local businesses with their communities. Nextdoor, a hyperlocal two-sided marketplace, empowers neighborhoods to build relationships while providing businesses with tailored solutions. Through in-depth user research and design discovery, I identified an underserved user segment, uncovering a $200M+ growth opportunity. 

Additionally, I led the creation of critical product features for the migration from Google Ads Manager (GAM) to Nextdoor Ads Manager, ensuring a seamless transition for users. By simplifying workflows, enhancing the user experience, and addressing unmet needs, this project positions Nextdoor to drive significant revenue growth while empowering businesses to engage more effectively with their local audiences.

LEADERSHIP HIGHLIGHTS

  • 💡 Strategic vision: Led the transformation of the Ads Manager platform by identifying and prioritizing opportunities to reduce user friction, streamline workflows, and align with business goals.

  • 💪 Empowering teams: Secured buy-in to expand the team, onboard a contractor with ads platform expertise, and fostered a culture of collaboration and ownership.

  • 📊 Driving research and empathy: Spearheaded initiatives to understand all user segments better, particularly small businesses, driving empathy across teams and uncovering new growth opportunities.

  • 🚀 Strategic revenue growth: Identified and implemented solutions targeting underserved user segments, unlocking new revenue streams and improving engagement.

  • 🤝 Cross-functional collaboration: Established structured workflows and processes, aligning design, engineering, and product teams for greater efficiency and impact.

  • 🎯 Targeted hiring: Led focused hiring efforts to bring on designers with a background in ads, ads platforms, and strong design craft, raising the bar for our ads products.

ROLE: SENIOR PRODUCT DESIGN MANAGER

Team: 4 Senior Product Designers, 1 UX Researcher.

Partners: Head of Product, Monetization, Head of Monetization DS & MLData Analyst Manager, Head of Engineering, 4 Engineering Managers, 4 Product Managers, Product Marketing Manager.

Stakeholders: Head of Finance, Strategy, & Operations, CRO, CPO, CEO