Team Members: Individual

My Contribution: Research / Usability Study / UX and UI Design / Rapid Prototyping

Design Methods: Needfinding, Personas, Usability Testing



BACKGROUND

Instagram is a social networking app made for sharing photos and videos from a smartphone.



Demographics

75% users are from outside America

Brands

96% of US fashion brands use Instagram

Involvement

Average user spends 21 minutes each day



WHAT THE USERS HAVE TO SAY?

A group discussion with 5 users was conducted to understand what they feel about Instagram.








GOAL

An effort to enhance user experience of Instagram by focussing on improving micro-interactions.

  • Understand user needs and frustrations
  • Interactions for new and current users
  • Enhance overall engagement

APPROACH




PERSONAS

Different people use Instagram for various purposes. The following table is a way to understand the diverse demographics.






USABILITY TESTING

Participants
  1. Varsha - Heavy instagram user who views, likes and comments almost everyday
  2. Tony - Middle Aged Mentor who likes to stay connected with his relatives

Tasks
  1. Start a chat with a friend
  2. Edit your profile by adding a small description about yourself
  3. Comment on 3 images

Insights
  1. Direct messaging was not apparent to infrequent users like Tony but Varsha had learnt it quickly.
  2. Both users went back and forth at-least once to verify if they were commenting on the right photo.
  3. Edit profile button was easily discoverable.

POSITIVES

  1. With increasing depth in navigation, user never loses system status and can always come back to where they started from.
  2. The header of each post becomes sticky at the top until the end of the post if reached, giving context to users.
  3. Strong “Explore posts” page that suggests relevant posts matching the preferences of a user.



ISSUES







SOLUTION



Hi-fidelity interactive prototype




LEARNINGS

  1. In the start, it felt challenging to find issues with an app which is so popular. Perfoming usability tests on two users from different demographics surfaced results that weren't apparent earlier.
  2. Playing around with MarvelApp was fun! It is an easy interactive prototyping tool with almost zero learning curve.