Instagram - The Print Feature
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This document summarizes a case study done by Team X to explore adding a print feature to Instagram. Through user research, they identified opportunities to allow users to customize and purchase physical prints of their photos. They created prototypes to test placing a print icon, editing photos for printing, and the checkout flow. Feedback indicated the print icon location and starting a print project needed clarification. The final prototype in Axure addressed these issues and provided a seamless experience from awareness to purchase completion while not disrupting the core Instagram experience.
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Instagram - The Print Feature
- 1. 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
- 2. T H E P R I N T F E A T U R E Project 3. Team X. 2014 UXDI Winter students: Angelynn Nakaguchi, Gregg Antonucci, Roxanne Mustafa, Lucas Polavieja
- 3. About the product 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.! ! ! ! About the project ! To diversify its revenue stream beyond just advertising, Instagram is a adding a new feature to its 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 鍖ow for selecting and editing photos! show a checkout and delivery 鍖ow! Project 3. Team X. T H E P R I N T F E A T U R E
- 4. Case study 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
- 5. Discovery Process 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 Project 3. Team X. User research Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 6. Discovery Research Signi鍖cant increase in users when new feature is added. Sources Quantcast Gigaom Discovery Project 3. Team X. User research Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 7. MANY! PRODUCTS Discovery Competitive analysis SHUTTERFLY MOO.COM ARTIFACT UPRISING FUTURE PRINTSTAGRAM FEWER! FEATURES MANY ! FEATURES SNAPSTAGRAM INSTAGRAM FOXGRAM KANVESS FEWER! PRODUCTS Discovery Project 3. Team X. User research Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 8. User research By the numbers Method: ! We surveyed Instagram users with 10 questions about printing behavior.! ! ! Findings: ! Discovery Project 3. Team X. 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 Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 9. User research By the numbers Discovery Project 3. Team X. User research Opportunities identi鍖ed: ! Easy to use! Customization! Unique products! individuals: squares, retro/polaroids style prints! mini-books! stickers, tattoos! 鍖ip video - convert videos to 鍖ip book! calendar (future item) Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 10. User research Personas Mary Childs Monica Lone John Smith AGE 35-40! 25-30! 30-35! STATUS Married, with one child Single Married, with two children. QUOTE I dont like to share I like the idea of everything I do but I like to scrapbooking and printing, give gifts like frames, but I just never get around to it. The kids grow up so fast. I dont 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! 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 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. BEHAVIORS GOALS Discovery Project 3. Team X. ! Power User of Social Media! Wants to give gifts to others! that matter.! Wants to print special occasions for herself. User research Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 11. Design iteration 1 Print path YOUR FEED YOUR PROFILE SAVE! TAG (to queue) FOLLOWERS PROFILE SELECT PRODUCT PRINT EDITING CART NEW PROJECT CURRENT PROJECT PRINT SCENARIOS ADD PHOTOS INSTAGRAM PAST PROJECT NEW PRINT PROJECT PRINT HISTORY Discovery Project 3. Team X. User research Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
- 12. Design iteration 1 Method: ! Sketches Discovery Project 3. Team X. User research The group created paper prototypes in PopApp and Flinto. Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
- 13. Design iteration 1 Prototypes Findings: ! Opportunities identi鍖ed: ! 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. 1. PopApp Discovery Project 3. Team X. User research Design Iterations T H E 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 noti鍖cations. 2. Flinto Prototype P R I N T F E A T U R E Looking ahead
- 14. Design iteration 1 Flinto Discovery Project 3. Team X. User research Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
- 15. Design iteration 1 Findings: ! Security 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. Opportunities identi鍖ed: 2. Default Settings: restriction of the access for other users to print users photos. 1. New Print option in Settings. Discovery Project 3. Team X. User research Design Iterations T H E 3. Allow Printing setting: Selective print access - the user can manually select who is allowed to print his/her photos. Prototype P R I N T F E A T U R E Looking ahead
- 16. Design iteration 1 Noti鍖cation PIC SEND PRINT REQUEST PROJECT Discovery Project 3. Team X. User research FOLLOWERS PROFILE Design Iterations T H E : PRINT REQUEST RECEVIED? No Noti鍖cation but request is stored FROM PEOPLE I KNOW Only Noti鍖cations from Followers FROM EVERYONE FOLLOWERS PROFILE : PRINT REQUEST NOTIFICATION TURNED OFF BASED ON FOLLOWERS SETTINGS Noti鍖cations from anyone Prototype P R I N T F E A T U R E Looking ahead
- 17. Design iteration 1 Print request Discovery Project 3. Team X. User research Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
- 18. Design iteration 1 Method: ! The group created a prototype using Axure.! Hypothesis ! ! Findings: ! Most users were confused about the function of the print icon.! Users did not understand how to create print projects.! ! ! Opportunities identi鍖ed:! Discovery Project 3. Team X. User research Print icon should be in an obvious place.! Check out 鍖ow 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 鍖ow. Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
- 19. Prototype Axure 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 鍖rst run:! Current Instagram Users create and purchase print project.! ! ! Discovery Project 3. Team X. User research Design T H E Prototype P R I N T F E A T U R E Looking ahead
- 20. Looking ahead Moving forward 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:! Discovery Project 3. Team X. User research Print Icon is Intuitive! Editing is Clear! Checkout Flow is clear! Starting Project is Clear Design T H E Overall Impression:! Not disruptive to primary user behavior (sharing and posting photos and videos). Prototype P R I N T F E A T U R E Looking ahead
- 21. S E E P R O T O T Y P E T H A N K Y O U Project 3. Team X. 2014 UXDI Winter students: Angelynn Nakaguchi, Gregg Antonucci, Roxanne Mustafa, Lucas Polavieja