Instagram New Feature
Instagram New Feature
Instagram Search Control empowers users with personalized search and filtering tools, blending innovation and simplicity to revolutionize content discovery and engagement.
Instagram Search Control empowers users with personalized search and filtering tools, blending innovation and simplicity to revolutionize content discovery and engagement.
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5 Weeks
5 Weeks
Figma
Miro
User Research
Figma
Miro
User Research
The Reality
The Reality
How many of us feel in control of the consumed content on Instagram?
And, how successful are we in searching for specific content?
That’s what I thought!
How many of us feel in control of the consumed content on Instagram?
And, how successful are we in searching for specific content?
That’s what I thought!
40% of GenZ
40% of GenZ
uses TikTok and Instagram for search instead of Google
uses TikTok and Instagram for search instead of Google
Source: The New York Times
Source: The New York Times
81% of users
81% of users
rely on Instagram to find new products and services.
rely on Instagram to find new products and services.
Source: SocialPilot
Source: SocialPilot
45% of users
45% of users
feel overwhelmed by the amount of information shared in social media.
feel overwhelmed by the amount of info shared in social media.
Source: Bright Future
Source: Bright Future
Solution
Solution
Provide opportunity to Instagram users to have more control on the search results, with the help of personalized search, sorting & filtering options based on the selected interests and keywords.
Provide opportunity to Instagram users to have more control on the search results, with the help of personalized search, sorting & filtering options based on the selected interests and keywords.
Why?
Why?
Users
Users
Access and search for content, control viewed content, and connect with people with the same interests.
Access and search for content, control viewed content, and connect with people with the same interests.
Creators
Creators
Higher chance to reach the desired target audience, equal chances of engagement, content monetization.
Higher chance to reach the desired target audience, equal chances of engagement, content monetization.
Encourage creators to produce content, increase paid sponsorships and ad for target audience.
Encourage creators to produce content and, increase paid sponsorships & ads for target audience.
Keyword Searching
Keyword Searching
Specialized keyword searching can drive the users towards the specific content and help the Instagram algorithm to learn more from the search pattern of users.
Specialized keyword searching can drive the users towards the specific content and help the Instagram algorithm to learn more from the search pattern of users.
Filter / Sorting
Filter / Sorting
Specialized keyword searching can drive the users towards the specific content and help the Instagram algorithm to learn more from the search pattern of users.
Specialized keyword searching can drive the users towards the specific content and help the Instagram algorithm to learn more from the search pattern of users.
Also to encourage personalization we have language and location filters.
Also to encourage personalization we have language and location filters.
Content Personalization
Content Personalization
Personalized search results after the sorting is done, also showing with filters applied to add/remove specific filters.
Personalized search results after the sorting is done, also showing with filters applied to add/remove specific filters.
This will help the user to find the appropriate result they are looking for.
This will help the user to find the appropriate result they are looking for.
Context
Context
Instagram is one of the leading social media platforms for sharing video adn photo content.
Instagram is one of the leading social media platforms for sharing video adn photo content.
However it appears to lack the ability to give users control over the content they consume within the app.
However it appears to lack the ability to give users control over the content they consume within the app.
2.35 B
63%
30 min
Active Users.
Active Users.
Access it daily
Access it daily
Average daily time spent
Average daily time spent
The scope of work
The main goal of this case study was to comprehensively understand the needs and pains of all types of users, help the platform retain more users, and encourage creators to continue producing content on the platform.
We have broken down the workflow into 4 stages, taking into account the design thinking phases.
#
RESEARCH
Competitive Analysis
Desk Research
Social Listening
Surveys & Interviews
#
ANALYSIS
Current Feature Analysis
Personas Definition
Needs & Opportunities
Features Requirements
#
IDEATION
User Flows
Sketches
Wireframes
Mockups
#
DESIGN
Prototype
User Testing
Iterations
Competitive Analysis
Competitive Analysis
#
Research
How users control their content on other social media platforms?
How users control their content on other social media platforms?
The content presented in all analyzed platforms is suggested based on their algorithm, and users manage their content by searching for specific topics, and by filtering and sorting the result page.
The content presented in all analyzed platforms is suggested based on their algorithm, and users manage their content by searching for specific topics, and by filtering and sorting the result page.
Best Practices
Best Practices
Other social media platforms allow users to manage their search history, receive suggestions on topics of interest, and conduct audio searches.
On the result page, users are able to sort and filter results, and easily navigate through the content which is divided into sections
Other social media platforms allow users to manage their search history, receive suggestions on topics of interest, and conduct audio searches.
On the result page, users are able to sort and filter results, and easily navigate through the content which is divided into sections
Desk Research
Desk Research
How does Instagram impact businesses?
How does Instagram impact businesses?
Instagram offers a platform for brand promotions, customer engagement, and sales through targeted advertising and influencer marketing.
This helps businesses increase brand visibility, connect with the target audience, and expand their customer base.
+ 200M Businesses
+ 200M Businesses
on Instagram promote their services & products.
on Instagram promote their services & products.
98%
fashion
brands
98% fashion brands
are on Instagram creating their brand.
are on Instagram creating their brand.
0.98% engagement
0.98% engagement
for business accounts with less than 10k followers
for business accounts with less than 10k followers
Sources: SocialPilot
Who are the
Instagram users?
Who are the
Instagram users?
The 18-32 age group represents 61% of the total Instagram users, and almost 17% of global active users are men between 18 and 24 years old.
The three top countries with the most users are India (362.9M), the US (169.65M), and Brazil (135.6M).
There are two main categories of Instagram users:
private users who use the platform to access content of interest, and creators and business owners who use the platform as a business tool.
What makes TikTok so successful?
What makes TikTok so successful?
TikTok has become increasingly popular among young people, with a growing number of users joining the platform.
TikTok has become increasingly popular among young people, with a growing number of users joining the platform.
Average usage time is 95 min daily
Average usage time is 95 min daily
Every video had a equal chance of success regardless of the number of followers.
Every video had a equal chance of success regardless of the number of followers.
Addictive algorithm and spontaneous discovery.
Addictive algorithm and spontaneous discovery.
Social Listening
Social Listening
What do users say about Instagram?
What do users say about Instagram?
Alex
Ellie
Give people way more options of what they want to see/not see (or basically filter out).
I want transparency to all algorithms.
I’d want more control of the reel stream.
i wish we had subreddit-like reel streams or concept- “playlist”.
We just need Instagram to actually encourage creators to CREATE again.
Based on our research conducted on Reddit, the primary concerns about Instagram are related to the lack of control and transparency over its algorithm.
Users want to be able to filter and sort content according to their interests, without being bombarded with ads or having to pay to access content.
Furthermore, the platform needs to provide better opportunities for growth and discovery to creators while allowing monetization.
Creators feel compelled to produce short-form videos as the platform prioritizes quantity over quality.
Interviews & Surveys
What do users feel and behave when using Instagram?
Research Metrices
Struggling to stop viewing content that is no longer interesting (reverse algorithm).
Be able to access and search for content for free.
I want to connect with people that have the same interests.
I’m looking for more specific content, with more effective filtering.
I like to search for inspiration.
Users (9 interviewees)
Producing content requires a lot of investment that hardly has desired return.
Producing Reels has more reach, but is more labor-intensive.
Small Creators and brands struggle to achieve the desired reach.
The produced content must follow the algorithm’s rule to have reach.
Creators (2 interviewees)
Interviews & Surveys
What do users feel and behave when using Instagram?
Research Metrices
Users (107 survey responses)
42%
uses the app to search for content
50%
feel that they don’t control the content.
85%
would like to filter by theme
Creators (21 survey responses)
19
have less than the desired reach or no reach at all
Content product goal:
18
brand recognition
17
Increase of interactions
16
increase reach
Personas
Personas
#
ANALYSIS
ANALYSIS
What are the user’s needs and requirements?
What are the user’s needs and requirements?
Desk Research
Desk Research
#
IDEATION
What are the action flows for content control?
What are the action flows for content control?
Daily Users must be able to access information and explore communities quickly through Keyword searching and Filter/Sort content. Furthermore, Creators must be able to leverage the platform to connect with their target audience.
Daily Users must be able to access information and explore communities quickly through Keyword searching and Filter/Sort content. Furthermore, Creators must be able to leverage the platform to connect with their target audience.
Creators and users can now categorize their content, making it more accessible without relying solely on algorithm.
Creators and users can now categorize their content, making it more accessible without relying solely on algorithm.
Wireframe
Mockups
Mockups
Keyword Searching
Keyword Searching
Allowing users to search for the specific keywords and find results according to the type of content (Posts & Reels, Accounts, Groups, etc.)
Mockups
Mockups
Keyword Searching
Keyword Searching
Allowing users to search for the specific keywords and find results according to the type of content (Posts & Reels, Accounts, Groups, etc.)
Mockups
Mockups
Content Personalization
Content Personalization
Allowing users to explore a wider range of content that may not be suggested by the algorithm, through the “Explore” section.
The “For You” section is dedicated to a more personalized content search.
Mockups
Mockups
Content Personalization
Content Personalization
Allowing users to explore a wider range of content that may not be suggested by the algorithm, through the “Explore” section.
The “For You” section is dedicated to a more personalized content search.
Mockups
Mockups
Content Personalization
Content Personalization
Allowing users to explore a wider range of content that may not be suggested by the algorithm, through the “Explore” section.
The “For You” section is dedicated to a more personalized content search.
Mockups
Mockups
Content Personalization
Content Personalization
Allowing users to explore a wider range of content that may not be suggested by the algorithm, through the “Explore” section.
The “For You” section is dedicated to a more personalized content search.
PROTOTYPE
PROTOTYPE
Mockups
What needs to be improved for the next prototype’s version?
What needs to be improved for the next prototype’s version?
After conducting usability testing with 10 users to validate our solution and understand how users interact with the prototype. I proposed 3 tasks to evaluate the user experience when interacting with the new functionalities,
10 users
tested our prototype
3 tasks
on the maze platform
80%
Success rate
Task 1
Task 1
Search for hashtags related to the keyword “Figma”.
Search for hashtags related to the keyword “Figma”.
Avg. duration 37.2s
Task 2
Task 2
Select the 3 categories Television, Business, and Visual Arts, then choose a subcategory within each one.
Select the 3 categories Television, Business, and Visual Arts, then choose a subcategory within each one.
Avg. duration 148.2s
Task 3
Task 3
Join one of the groups/communities associated with the interests you selected earlier.
Join one of the groups/communities associated with the interests you selected earlier.
Avg. duration 83.4s
Main Insights
Main Insights
Identified the need to adapt the second task to allow users to select different categories of interest in order to better understand the task.
Identified the need to adapt the second task to allow users to select different categories of interest in order to better understand the task.
Users suggested adding a new section called “Groups” on the Result page.
Users suggested adding a new section called “Groups” on the Result page.
Identified the need for a guide for new features.
Identified the need for a guide for new features.
Users expressed interest in the addition of groups, referring the lack of community features on Instagram compared to Facebook.
Users expressed interest in the addition of groups, referring the lack of community features on Instagram compared to Facebook.
Users provided positive feedback on separating the “Explore” and the “For You” sections, besides the possibility to customize categories.
Users provided positive feedback on separating the “Explore” and the “For You” sections, besides the possibility to customize categories.
Learnings
Learnings
I have identified a widespread feeling of lack of control over content among platform users.
I have identified a widespread feeling of lack of control over content among platform users.
Users appreciate the inclusion of communities (Groups) although the focus of the solution is research and personalization of the content viewed.
Users appreciate the inclusion of communities (Groups) although the focus of the solution is research and personalization of the content viewed.
Users appreciate recommendations while retaining control over content.
Users appreciate recommendations while retaining control over content.
By collecting insights directly from users and creators, we gained a comprehensive understand of each user’s needs and how they could benefit from the solution.
By collecting insights directly from users and creators, we gained a comprehensive understand of each user’s needs and how they could benefit from the solution.
Usability tests require a brief initial introduction, and tasks should be as objective as possible.
Usability tests require a brief initial introduction, and tasks should be as objective as possible.
What are the next steps?
Next steps?
A deeper understanding of the creators’ interaction with our solution to ensure engagement and monetization.
A deeper understanding of the creators’ interaction with our solution to ensure engagement and monetization.
Explore new layout options, such as considering the interests’ tags only inside the filters.
Explore new layout options, such as considering the interests’ tags only inside the filters.
Expand the solution to the feed page (homepage).
Expand the solution to the feed page (homepage).
Include a walkthrough to introduce the new feature to the users.
Include a walkthrough to introduce the new feature to the users.
Develop a Dark mode version.
Develop a Dark mode version.
Explore the integration between the “Group” section and the Threads platform.
Explore the integration between the “Group” section and the Threads platform.
Thank you for listening.
I hope we have a quick call before someone else will...