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Transcript of Instagram Prints
- 1.is a new feature enabling Instagram users to purchase prints of their own photos, as well as their friends. It features print, card and scrapbook templates, direct delivery and individual customization. Instagramers will find this useful for materializing their favorite moments, and sharing these with others.
2. Strategic Analysis What are Instagrams business goals, and who are their competitors? 3. Business Analysis Launched by Kevin Systrom and Mike Krieger in 2010 Bought by Facebook in April 2012 for $1 Billion Niche community; adults from 18-29 Reviewing revenue possibilities Looking to increase user engagement 4. Competitive Analysis Prinstagram Flickr Apple Print Photos Snapfish Hallmark 5. PRINTSTAGRA M FLICKR APPLE SNAPFISH HALLMARK FLICKR PRINTS THROUGH SNAPFISH 6. User Research How do users share and print photos? 7. Screener Survey Target Interview Subjects SECONDARY PRIMARY Instagra m* Users *or other photo networks Users who Print Photos in diverse formats ages 18 40 years old 8. Which of the following social networks do you use to share your own or view others photos? How often do you print photos? How do you use your printed photos? 9. Interviews 4 Study Participants 1 photo printer, non-user of Instagram 1 photo printer, light Instagram user 1 heavy Instagram user, light printer 1 heavy Instagram user, non-printer Script regarding photo printing and instagram use Modified our interview strategy after realizing that one target group was a secondary audience 10. Findings Top 5 Insights Users juggle balance between value and investment Find the printing process annoying Instagram is used for less precious photos Social aspect considerably influences both online sharing and printing Customer service, speed and cost are priorities 11. Personas Preciousness & Time Invested in Photos 12. Persona Map Heavy Time Investment Constrained Time Investment Low Emotional Preciousness High Emotional Preciousness 13. Persona Map Heavy Time Investment Constrained Time Investment Low Emotional Preciousness High Emotional Preciousness FAMILY HISTORIAN GIT-R-DONE PARENT SOCIAL NETWORK SOCIALITE 14. Personas Angela Family Historian Eddie Git-R-Done Parent Stephanie Social Media Socialite 15. Angela Parsons Drivers and Motivations Family oriented Perfectionist Family historian Needs and Goals Share photos with family Document family memories Share within her current social networks Frustrations Lack of control Inability to get results she wants Family Historian, 40 years old Stay-at-Home Mom Providence, Rhode Island This is exactly the photograph that gets it! 16. Eddie Richardson Git-R-Done Parent 34 years old CPA Denver, Colorado I have frames; they need a picture in them. Drivers and Motivations Family oriented Big-picture guy Time conscious Needs and Goals Work/life balance Share photos with family Simplicity Frustrations Things that take unnecessarily long Poor results 17. Stephanie Bergher Social Network Socialite 16 year old High School Student from L.A. Curating content is second nature to me. Drivers and Motivations Loves sharing with friends Being ahead of the curve Social klout Needs and Goals Being part of the newest memes and trends Decorating her room Looking like shes good at things Frustrations On a budget Not being ahead of the curve High effort Waiting 18. 40+ photo scrapbook of sons birthday party. Painstakingly choosing photos, rearranging, Retouching, an d adding captions. Scrapbook to be shelved at home for safekeeping. Scenarios Angela Use Case Requirements Find birthday photos Rearrange photo order Edit and re-filter photos Select the best scrapbook template Add captions High quality paper chosen Ordering two copies Opportunities Choose and review 40+ photos in cart simply and easily Provide a sufficient amount of template, text, and photo control and customization options Offer higher-quality paper options Family Historian 19. Scenarios Eddie Git-R-Done Parent Finding a moment in a hectic work schedule. Needs to find one good photo for the family Christmas card. Uninterested in aesthetic nit- picking. Mailed directly to all relatives, rush delivery! Use Case Requirements Find the right Instagram photo from feed Quick, simple checkout process Send to multiple addresses - inputs Gmail/Facebook contacts Save imported addresses for later Select speed of delivery service Opportunities Browse to find one photo in an less targeted way A way to bypass detailed customization options Intuitive, quick way-finding for first-time user 20. Scenarios Stephanie Social Media Socialite Taking photos at a party, she needs to buy a particularly hilarious one. No fussing. She orders a print immediately, and gets back to twerking without delay. Constantly making impulse orders. Use Case Requirements Taking a photo, posting it. Buying one print Hilarious meme content Skip retouch options. Direct delivery Opportunities Speedy, one-click quick printing settings Instant buying option at the point of uploading At some earlier point, given the option to save quick print settings 21. Design Development Simple, spontaneous printer built for Instagram. 22. Concept Model User Users Photos Others Photos Current Instagram Content Checkout New Print Feature Users Contacts Product Delivery Product Delivery Photo Content Print Cart Product Type Custom 23. User Interface Sketching 24. User Flow 25. Print Cart 26. Customize Card 27. Checkout 28. First Iteration Profile Print Button When clicked, it will begin the users process of printing and take the user to a choice of photo templates. Card Template Button Intended for users looking to make a specific card, this button will take the user down the simplified Card Template track. Books & Photos/Posters also have their own specified tracks of completion. 29. Template Carousel Left/right swiping gesture reveals additional template options for selection and preview below. Occasion Choice Clickable listing of popular holidays and occasions. When selected the occasion theme preview on the selected template. Edit Card Format Clicking this element will cause a menu of filter options to slide into view from the left. Once a filter is selected, the menu will slide back out of view. Photo Carousel Swipe-able view of users photo timeline allows users to choose the photo to incorporate into the card. 30. Usability Testing People hoped to choose the photo first, from home stream some photos look better with some templates More descriptive screen titles Photo-editing toolset did not match the established Instagram model Why am I picking by Holiday? Cultural biases What to do when Im done? 31. Second Iteration Add to Cart Function When clicked, it will begin the users process of printing and take the user to a choice of photo templates. Quick Print All Function Intended for users looking to make a specific card, this button will take the user down the simplified Card Template track. Books & Photos/Posters also have their own specified tracks of completion. Print Shopping Cart Displays the photos that the user has added to cart. From this screen, users can remove any photos, re-arrange their order, and search for new photos to add. Card Template Button There are three print product options for the user to select. Any selection will move the user dpwn to a different set of template options. 32. Edit Card Toolbar This row of buttons brings different photo and text manipulation tools into the bottom of the screen, replacing the template carousel, which displays by default. Template Carousel Left-right swiping menu of template layouts. Clicking one template causes that template to be previewed above. Import Contacts Function Users who wish to ship their prints directly to friends or family, may import their contacts shipping addresses from a variety of their social-networked address books. 33. Is this a worthwhile market? Prioritize revenue or growth? Counter to Instagrams philosophy? Consider reducing the product offering only small prints or only books? 34. Dabney Donigan email@example.com Jason Hu firstname.lastname@example.org David Knauer email@example.com