Tools:
Figma, Figjam, Maze, Adobe Suite, Google Workspace
Duration:
Dec ‘22
Overview
My Role:
Product Designer, User Researcher, Prototyping, User Testing, UI Designer
THE DILEMMA
With more than 2 billion active users, Instagram is easily one of the most popular social media apps. However, many have expressed their frustrations about feeling disconnected from the users they are following due to unwanted ads, irrelevant content, and its strong push into e-commerce.
Despite this dissatisfaction with Instagram’s e-commerce tools, 90% of Instagram’s users follow Business/Creator accounts and still wish to connect with them through the platform.
THE SOLUTION
Since Instagram is already the favored social media app for my target audience, users would greatly benefit from the ability to filter their feeds using user-curated Categories. This feature will allow users to feel in control of their own e-commerce experience while increasing activity, time, and engagement within the app.
Creating a way for users to categorize their “following” list will create lasting connections, larger niche communities, and an increase in activity between Business Accounts and users.
Key Research Findings
Key Findings:
Only 3 allow users to view custom feeds
2 allow users to create custom feeds (Twitter’s “Lists” and Facebook’s “Groups”)
Twitter and Facebook both offer the ability for users to share, comment, and “react” to almost every action made within the app.
These actions create layers of connection and validation within niche communities
By examining the strengths and weaknesses of several different competitors, I found that the most significant factors of successful engagement within an app are the presence of customizable feeds, the ability to interact with friends, and no-frills e-commerce tools.
66% of users only spend 1-5 minutes on the app, indicating the need for fast and efficient access to shops, products, and accounts
66% of participants I surveyed expressed the need for a different method of organizing or re-structuring their Main + Stories Feed
User Persona Defined
IDENTIFYING PERSONAS
COMPETITIVE ANALYSIS
User Interviews and Provisional Personas
KEY TAKEAWAYS
“Whenever I would try to remember the names of the Instagram accounts I wanted to browse, I’d scour my liked photos until I find ones by the shops I’m looking for. I wish there was a way to distinguish the types of accounts you follow to make it easier to stay updated.”
- Geoffrey, 26
To further understand the frustrations and desires of the target audience for this new Instagram feature, I created a User Persona based on observations of the survey participants. Adam Smith represents many patterns I observed during User Interviews.
Adam is a 25-year-old who has an interest in up-and-coming designers and small-scale clothing brands as opposed to fast and unethical fashion. He is committed to purchasing from these brands in order to dress sustainably.
The User’s Frustration
Although he is loyal to the independent creators he follows on Instagram, their content is almost never shown on his feed- which consists of unwanted ads and irrelevant content from mega-brands.
Checking each individual account for news, item drops, and events leave him feeling frustrated and disconnected.
Solution for the User
With the help of the Categories feature on Instagram, Adam can customize his favorite business accounts into curated lists.
These Categories can be used to customize the view of his main feed and shared with friends who have similar styles.
Defining Targets
CREATING A NEW FEATURE
Through this problem + solution-based diagram, I was able to translate user frustrations into potential solutions and key performance indicators for user testing. Adding a new organization tool to categorize certain Instagram pages could theoretically enhance the users ability to browse the app and increase social activity between users.
Project Goals
CREATING A NEW FEATURE
In order to decide which features to focus on, I created a diagram to identify user goals (desirability), business goals (viability), technical goals (feasibility), and product goals (all of the above). This diagram illustrates the need for the following product goals for their ability demonstrate desirability, viability, and feasibility:
Allowing direct connection and access points from Users to Business and Creator Accounts
Familiar UX/UI workflows and systems
User-to-User interactions
User Journey Flows
PAVING PATHS
By creating these potential user flows, I was able to visualize ideal user journey paths.
Using pre-existing Instagram Mapping flows and my user persona as a reference, I created a flow for what it would look like for a user to discover Categories, create a custom Category, ad users to a Category, customize the main feed with a Category, and sharing a Category with a friend via direct messaging.
Over 80% of the participants I surveyed are unsatisfied with their Instagram experience due to irrelevant ads and recommended business accounts
Users are able to group their “Business Accounts” into categories when prompted, (ex. Galleries, Record Labels, Vintage Shops, Tattoo Artists, Furniture Dealers, Magazines)
Interactive Prototype & User Testing
FLOW 02
Creating a Category and Adding New Users
FLOW 03
Sharing a Category via Direct Message
Users can create their own Category on Instagram with accounts from their “Following” List. Categories can be based on a user’s favorite businesses, interests, hobbies, and creators.
Customizing Feeds with Categories
Users are able to customize their main feeds by selecting their curated Category of choice. By selecting the Category, users will only see posts from the accounts in their Category and relevant ads.
Users are able to share their curated Categories with friends who share similar interests. Users can react, respond, and engage with a shared Category in the direct message or group message.
Priority Revisions
After learning that users needed more from this feature in order to fully integrate it into Instagram, I went back to the prototype and iterated based on user feedback and developer restrictions.
FLOW 05
Adding a Placeholder
Giving users some context and leads when initially prompted with Categories. Ideally, the algorithm would suggest Category ideas based off of pre-existing data
Adding Access Points
Allowing users to access the Categories feature within additional areas of Instagram allows for more engagement and less confusion for users who are new to the Categories feature
After conducting usability tests with several participants, I was able to create this matrix to deepen my understanding of the user’s experience with this hypothetical feature.
FLOW 01
FLOW 04
