UXDI Winter 2013 - Project 3 - Instagram App

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.
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!
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About the
project
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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
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
Significant 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
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SHUTTERFLY
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MOO.COM
ARTIFACT
UPRISING
FUTURE
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PRINTSTAGRAM
FEWER
FEATURES
MANY
FEATURES
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SNAPSTAGRAM
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•
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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.
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!
Findings:
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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 identified:
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•
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Easy to use
Customization
Unique products
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individuals: squares, retro/polaroids style prints
mini-books
stickers, tattoos
flip video - convert videos to flip 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 don’t 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 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
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:
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Opportunities identified:
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
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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.
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 identified:
2. Default Settings: restriction of
the access for other users to print
user’s 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
Notification
PIC
SEND PRINT
REQUEST
PROJECT
Discovery
Project 3. Team X.
User research
FOLLOWERS
PROFILE
Design Iterations
T H E
:
PRINT REQUEST
RECEVIED?
No Notification but request is
stored
FROM PEOPLE
I KNOW
Only Notifications from
Followers
FROM
EVERYONE
FOLLOWERS
PROFILE
:
PRINT REQUEST
NOTIFICATION
TURNED OFF
BASED ON
FOLLOWERS
SETTINGS
Notifications 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:
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Most users were confused about the
function of the print icon.
Users did not understand how to create
print projects.
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Opportunities identified:
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Discovery
Project 3. Team X.
User research
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.
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.
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Awareness:
Awareness of the new feature.
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Set up and first run:
Current Instagram Users create and purchase
“print project.”
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!
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
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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:
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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:
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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