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INSTAGRAM

COMPANY

Instagram

 

TIME

2 weeks

TEAM

Sal Greenberger

Max Hartmann

TOOLS

Sketch, InVision, QuickTime

and Adobe Photoshop

DELIVERABLES

– Project Plan

– Personas

– User Flows

– Journey Maps

– Wireframes and Mockups

– Interactive Prototypes

Diversifying Instagram's Revenue and Engagement

Instagram is a free online photo-sharing application and social network platform that was acquired by Facebook in 2012. Instagram allows users to upload, edit and share digital content (photos and videos) of their lives with anyone. With over 1 billion users worldwide it is one of the most popular social networks out there.

 

THE PROBLEM:

Instagram wanted to diversify its revenue stream and increase user engagement beyond just advertising by allowing users to customize and purchase physical versions of their photos.

MY ROLE:

I contributed in research, surveys, UI design and prototyping, as well as developed the personas and presentation design.

If you don't know what Instagram is...stop right now and read my cool little brief above☝🏻. If you are one of the 1 billion+  users who currently uses Instagram, welcome! 😎 Let's jump right in! I was paired with a great team, Sal and Max. We are all Instagram users, so we were excited to implement a new feature to a platform we enjoyed using and had experience with. We started off organizing all our deliverables using MIRO. This allowed us to stay on track and focus on each task without getting overwhelmed. 

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USER RESEARCH

USER RESEARCH:
PAIN POINTS AND WANTS

Our team looked at six competitors: Shutterfly, Snapfish, Mixbook, Picaboo, Google Photos and Walgreens to evaluate user pain points, product offerings and positive user experiences.

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To delve deeper into the users pain points when ordering custom photo products online, a usability test was performed using Shutterfly. The user's task was to order three photo products. Below you can view the usability test. Within the video, the test was sped up for the sake of time since it took around 45 minutes to complete.

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72

25

5

3

CLICKS

SCREENS

POP-UPS

ERROR

MESSAGES

Shutterfly Usability Test
Watch Now

CUSTOMER JOURNEY

Key Learning: The Shutterfly process was an arduous process which led to user fatigue. The usability test revealed the ordering process was confusing at times, took way too long and overall was not very user friendly. The next step was to collaborate on questions for a user survey, which was sent out via Google Survey. 21 responses were received and below are the Key Learnings from the results:

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  • Prints (76%)

  • Photo Books (62%)

  • Canvas Prints (29%)

  • Home Decor (29%)

TOP PRODUCTS

are interested in buying and/or selling custom photo products.

70%

HOW THEY EDIT:

  • Instagram
    (Filters and Manually)

  • Lightroom

  • VSCO

  • Phone

have printed pictures through a third party company.

90%

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PERSONAS

PERSONAS

After research and affinity mapping, the results painted a clear picture of three Key Personas. The Key Personas are:
(1) Millennials who like to print their photos for home decor, (2) Professionals and businesses who like to create engagement through products of their work, and (3) Millennials who wants a frictionless way to purchase
photo-based gifts.

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samantha boles

26 years old  |  Instagram user for 5 years

Samantha is a RN at UC Health in Denver, Colorado.
When she isn’t saving lives, she’s traveling the world taking beautiful photos of her experiences.
She wants to order some prints from her recent trip to Washington State to decorate her apartment but finds it hard to navigate Shutterfly’s website.

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Steve

steve greyson

38 years old  |  Instagram user for 9 years

Steve is the social media manager at National Geographic. He has been tasked with finding new ways to engage followers on Instagram by curating NatGeo's photos into collectable books to sell. Steve needs an easy way to create, organize and sell products on Instagram.

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ricardo morales

30 years old  |  Instagram user for 2 years

Ricardo is a software developer in Los Angeles, California. He loves giving photo-based gifts to friends and family. Ricardo needs an easier way to find or create the
perfect gift.

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THE STORFRONT

INTRODUCING:

THE STOREFRONT

Through a "Crazy Eights" exercise, multiple ideas were generated for the storefront feature considering aspects like: How do we make the feature discoverable? How do we make the icon intuitive? What is the most frictionless user flow? Below are some of our ideas.

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After many iterations, the hanging picture icon seen on the left was chosen. The icon communicates the ability to create, buy and sell photo decor for your home. This feature would be available for users and companies who want to print their own pictures, create decor for themselves or others and buy others creations. This icon is part of the tool bar within the user's profile.

THE STOREFRONT

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ORDERING PRINTS

ORDERING PRINTS FOR HOME DECOR

The first user, Samantha is interested in ordering some prints from her recent trip to Washington State to decorate her apartment. She finds it hard to navigate Shutterfly's website. Below is her user flow.

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SamFlow.jpg

USER TESTING: INITIAL WIREFRAMES

Key Learning: Users needed a bolder icon for understanding how to delete items in their cart. After testing the initial wireframes, it became apparent users didn't notice the "X" in the cart frames. To address this concern, the "X" icon was swapped with a red trash can within the final wireframes.

Samantha_InitialWireframes_small.jpg

USER TESTING:

Change "X" to
red trash cans

USER TESTING:

Change "X" to
red trash cans

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INVISION PROTOTYPE

samantha boles

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CREATING A BOOK

CREATING A BOOK

Next up is Steve. He is the social media manager at National Geographic. He has been tasked with finding new ways to engage followers on Instagram by curating NatGeo's photos into collectable books to sell. Steve needs an easy way to create, organize and sell products on Instagram. Below is his user flow.

Steve
Steve_flow.jpg

USER TESTING: INITIAL WIREFRAMES

Key Learning: Users needed a way to drag, edit and delete pages when creating their book. After testing the initial wireframes, it was clear users needed a page where they could change the order, edit or delete pages before they finalized their book. This allowed the user to fully customize their book and make it unique.

Steve_Wireframes.jpg

USER TESTING:

Added in "Drag, Edit or Delete Page"

INVISION PROTOTYPE

steve greyson

Steve
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BUYING A GIFT

BUYING A GIFT

Last but not least, we have Ricardo. Ricardo is a software developer in Los Angeles, California. He loves giving photo-based gifts to friends and family. Ricardo needs an easier way to find or create the perfect gift. Below is his user flow.

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USER TESTING: INITIAL WIREFRAMES

Ricardo_Wireframes2.jpg

Key Learning: Continue previously learned behaviors. In the checkout frame I stuck with what Instagram users know...how to scroll. It was kept on one screen with options to scroll to move down or use the "next" button that would allow the user to jump down the screen.

USER TESTING:

Instagram users know how to scroll 

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INVISION PROTOTYPE

ricardo morales

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NEXT STEPS

NEXT STEPS

For beginner and experienced Instagram users, there is a need for an easier way to customize and purchase physical versions of their photos quickly and efficiently. The Storefront offers that while being cost effective and user friendly.
‍The next steps I would focus on would be
more user testing, revisit the design of the checkout screen and add more product options users could create and sell.

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