Instagram Case Study Presentation

I N T R O D U C E S

Project 3. Team X. 2014 UXDI Winter students: Angelynn Nakaguchi, Gregg Antonucci, Roxanne Mustafa, Lucas Polavieja

T H E P R I N T F E A T U R E


Project 3. Team X.

About the product

About the project

T H E P R I N T F E A T U R E

Instagram is currently a mobile application for people who want to share pictures or videos with followers. It is designed for quick, easy, on-the-go sharing with the ability to comment, like and tag people in photos. !!!

!To diversify its revenue stream beyond just advertising, Instagram is a adding a new feature to it’s app. It will now allow users to customize and purchase physical versions of their photos. !In this case study we will: • identify where in the app we will introduce this feature • describe how people edit and customize their photos

for printing • show a flow for selecting and editing photos • show a checkout and delivery flow

Discovery

User research

Design iterations

Prototype

Looking ahead

Project 3. Team X. T H E P R I N T F E A T U R E

Case study


How much can we change the App?

What is User Behavior within the App?

Where can we perform new functions in the App?

Who would this feature be used by?

Discovery Design Prototype

Discovery

Process

User research Looking ahead


Research

Major increase in Users when New Feature is added

Sources QuantcastGigaom

Significant increase in users when new feature is added.

Discovery

Discovery Design PrototypeUser research Looking ahead


• SHUTTERFLY

• MOO.COM

• PRINTSTAGRAM

• ARTIFACT UPRISING

• KANVESS

• FOXGRAM

• SNAPSTAGRAM

MANY PRODUCTS

FEWER PRODUCTS

FEWER FEATURES

MANY FEATURES

• INSTAGRAM

FUTURE

Discovery

Competitive analysis


http://MOO.COM


Method: We surveyed Instagram users with 10 questions about printing behavior. !!Findings: • More women print than men. • Of the women and men who did

print, the majority were mostly printing gifts.

• The content of the pictures was mainly family, friends and travel.

• A large percentage of Instagram users do print but only a small percentage were printing Instagram photos.

User research

By the numbers



Opportunities identified: • Easy to use • Customization • Unique products

• individuals: squares, retro/polaroids style prints • mini-books • stickers, tattoos • flip video - convert videos to flip book • calendar (future item)

User research

By the numbers


Personas


Mary Childs Monica Lone John SmithAGE 35-40 25-30 30-35

STATUS Married, with one child Single Married, with two children.

QUOTE “I don’t like to share everything I do but I like to give gifts”

“I like the idea of scrapbooking and printing, like frames, but I just never get around to it.”

“The kids grow up so fast. I don’t want to miss a thing. Printed photos feel more permanent.”

CHARACTERISTICS Very creative (artsy-crafty) Tech Savy !

Very creative (artsy-crafty) Tech Savy

Non-creative Tech Savy

BEHAVIORS Power User of Social Media Prints Sometimes Gift Giver

Power User of Social Media Does Not Prints Often Likes Humorous Gifts

Power User of Social Media Prints Often Takes Pics Often of Family

GOALS Wants to give gifts to others that matter. Wants to print special occasions for herself.

Wants to print more with minimal effort. Wants to print more mementos.

Wants collect mementos of family and kids Wants to make quality prints easily and affordably.

User research



EDITINGSELECT PRODUCT

PAST PROJECT

CURRENT PROJECT

NEW PROJECT

TAG

YOUR FEED

YOUR PROFILE

FOLLOWERSPROFILE

PRINT

ADD PHOTOS

CART

PRINT HISTORY

INSTAGRAM

PRINT SCENARIOS

NEW PRINT PROJECT

SAVE!(to queue)

Designiteration 1

Print path

Discovery Design Iterations PrototypeUser research Looking ahead


Method: The group created paper prototypes in PopApp and Flinto.

Designiteration 1

Sketches



Findings: • Most users did not like the

location of the print icon. • Users did not see clearly how to

add pictures. • Editing and arranging photos from

sources was not clear.

Opportunities identified: • A way to catalog/save/view the

pictures saved from the feed into a print queue.

• Make “Save to Print” part of “like” and “comment” features.

• Security features need to address the user who may not want any print notifications.

1. PopApp 2. Flinto

Prototypes

Designiteration 1



Flinto

Designiteration 1



Findings: Allowing others to print shared photos may be enough of a security concern to drive some users away. Settings need to be clear and customizable.

2. Default Settings: restriction of the access for other users to print user’s photos.

3. “Allow Printing” setting: Selective print access - the user can manually select who is allowed to print his/her photos.

1. New “Print” option in Settings.

Opportunities identified:

Security


Designiteration 1


No Notification but request is stored

PROJECT

FOLLOWERSPROFILE

FOLLOWERSPROFILE

SEND PRINT REQUEST

PIC

BASED ON FOLLOWERS

SETTINGS

TURNED OFF

: PRINT REQUEST

NOTIFICATION

FROM EVERYONE

FROM PEOPLE I KNOW

: PRINT REQUEST

RECEVIED?

Only Notifications from Followers

Notifications from anyone

Notification


Designiteration 1


Print request

Designiteration 1



Method: The group created a prototype using Axure. !!Findings: • Most users were confused about the

function of the print icon. • Users did not understand how to create

print projects. !!Opportunities identified: • Print icon should be in an obvious place. • Check out flow should function like a hub. • Saved pictures should be accessible for

future use, so that Users can tag pictures and refer to them at a later time.

• Push the User throughout the checkout flow.

Hypothesis

Designiteration 1



Method: The team created a prototype in Axure that captured the screen-based version of the experience. !Awareness: Awareness of the new feature. !Set up and first run: Current Instagram Users create and purchase “print project.” !!

AxurePrototype



Overall Impression: • Not disruptive to primary

user behavior (sharing and posting photos and videos).

• Need easier access to project history. • Further engagement through tapping on the picture

- not looking below picture. • Is Brand willing to change new design of hiding

header in feed to stay static so user can see interaction with print icon.

• Is there a bridge between home, print and purchase part of app -hamburger menu?

Core product experience: • Print Icon is Intuitive • Editing is Clear • Checkout Flow is clear • Starting Project is Clear

Looking ahead

Moving forward



S E E P R O T O T Y P E

T H A N K Y O U

http://l0tl0z.axshare.com/home.html

http://l0tl0z.axshare.com/home.html

Instagram Case Study Presentation

Design

Transcript of Instagram Case Study Presentation