Instagram wants to diversify its revenue stream and increase user engagement by allowing users to customize and purchase physical versions of their photos.
We are offering a quick, simple and convenient way to customize and print their photos.
TEAM & MY ROLE
I and 2 designers worked on user research, strategy, wireframes and user testing together. My role is to make sure the UI design matches with Instagram, interaction design and final prototype.
Pen & paper, Sketch, InVision and Flinto
COMPETITIVE ANALYSIS & RESEARCH
Before diving into the features and the overall UX for Instagram Prints, I conducted a few competitor analysis to gain the good part and avoid the cons from the apps that are already in the market.
Good quality, great color of the photos
Options of frames for single prints
Clean and aesthetic style
Many kinds of product that can confuse users
Force to decide the number of prints
Limit editing options
Free for one kind of size
Simple and fewer step
No editing option
Different prices on each options
Review photos one at a time
USER RESEARCH & PERSONAS
I created a survey with several questions regarding to how users use Instagram, how and why they would print photos. And mostly importantly, will printing someone else's photos lead to undesirable experience to the users.
Based on user interviews, we came up with two personas, Lisa and David. Designing for Lisa and David helped in user journey and features development.
Purposes of printing photos
Printing other's photos
Ok to print my photos
Not ok to print my photos
Lisa (traveler, gift giver)
Posts her travel life on Instagram
Buys photos as gifts for family and friends
Needs to add text/message
Prefers quick service
Uses Instagram to showcase his work and take business inquiries
Buys high quality photos
RAPID SKETCHING & DESIGN STUDIO
By sketching out our own ideas, pitching to the team and receiving feedback, I was be able to identify confusions and generate the best part of each idea into one quickly.
Combination of our ideas↓
USABILITY TESTING ON SKETCHES
Before digitalizing our ideas, we tested on 5 people with our paper prototype mainly to gain the data of the most popular customization options and whether the information architecture works.
Based on the data from user interviews and testing, I narrowed our focus to individual photo prints, and prioritize frames and caption in text or/and doodle for customizations.
take too long
0 user chooses this option
0 user wants sticker
Making all the visual pages/UI design into InVision, I conducted second user testing with 6 people to see if how User flow and Information Architecture works.
Below shows one of problems, button placement, and how I change the design.
Users usually look for "Next" button on the top right.
Users were confused about the buttons "Delete," "Edit," "Next" we put in this page.
Changes: Moved the “Next” button to the top right where users expected it to be.
Changes: Eliminated “Delete” and “Next” from this page.
Only allowing users to go straight to checkout. If they select photos, the button "Checkout" will change to "Next."
After two-week of hard work, I and my team designed this Instagram Prints feature that meets the goal of having secondary revenue and increasing user engagement as well as improves user experience by providing customization and quick service.
Print photos from your feed or others' by reposting.
Customizations: Text, doodle and frames.
One page checkout flow.