Seeker began as a zero-to-one product, kicking off with a Design Sprint to unify the team’s understanding and quickly build an early prototype for interviews with Facebook page managers. To validate our direction, we ran Facebook ads using different value messages to test whether the product’s core concept met market needs. As development progressed, we regularly invited users to test prototype features, refining the landing page, interface behavior, and user flow through ongoing iteration based on real feedback.
The initial concept for Seeker was quite vague — the CEO simply proposed: “I want a tool that every Facebook marketer can use.” At that stage, the PM led a Design Sprint, while I, as the designer, was responsible for creating the fictional prototype. We invited all team members to participate, starting with How Might We exercises to narrow down the product focus. Through Crazy 8’s sketching and dot voting, we gathered and aligned everyone’s ideas on potential business models for the product.
In the Crazy 8’s exercise, the whole team rapidly sketched out their visions, producing a burst of bold and creative ideas within minutes.
We used dot voting to identify common ground and reach a consensus on potential business models.
After establishing a shared understanding within the team, we proposed several initial hypotheses — for example: identifying key posts or timing that drive page growth could be highly valuable for marketers, and categorizing or tagging fan segments intelligently could enhance ad targeting. We then created multiple web-based prototypes for testing and interviews, allowing Facebook page managers and editors to browse and interact with them. By observing which concepts captured their interest most, we were able to validate which business models were truly viable.
Using different prototype versions, from the landing page to the product interface, we conducted interviews with Facebook page managers to understand which type of service appealed to them the most.
After the prototype interviews, we identified the features that Facebook page managers cared about most. This led us to define the product’s core direction: to become an effective customer relationship management tool that helps users clearly understand their audience, ultimately improving reach and engagement rates. From this foundation, we began planning user flows, customer journeys, product naming, slogan, and multi-language (i18n) support. Before launch, we also ran Facebook and Google ad campaigns to continuously test how different audiences responded to various ad messages, identifying which copy and visuals generated the highest engagement and reach.
Through Facebook marketing ads, we quickly tested which audience segments — such as retailers or the beauty industry — were most interested in the product, and which types of ad content generated higher engagement and reach.
Iteration Process After Launch
After the product launch, development entered a relatively stable cycle. As new user feedback and requirements were collected, the Product Backlog continued to grow and evolve. Every six months to a year, the PM initiated new goal-setting plans. For each new feature, the team followed a consistent process — User Journey Map → Wireframe → Prototype → User Interview → UI Spec & PRD Spec — to validate whether the proposed design met user expectations. Once finalized, the design files were handed off to engineers for implementation.
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