added feature for
Enhancing usability, data collection, and monetization by adding a feature that enables users to download content directly from their feed.
As most of you may know, Instagram is a popular social media platform that allows users to share photos and videos with their followers. Since its launch in 2010, Instagram's impact on the digital world has been undeniable. Under their parent company META, instagram has cemented it’s position as the leading mobile social media platform with over 1 billion monthly active users monthly.
The goal for this project was to add a feature that would augment the already refined social media platform. This case study proposes further expansion into improving both the UX and UI for the 1 billion user, and data collection for META, while maintaining Instagram’s current design and interface.
prototype
prototype
TheWhys
When users utilize and appropriate other people's work as their own, without providing any relevant context, thus undermining the credibility and integrity of the original creators. The issue is crucial to foster an online environment that promotes fairness, respects intellectual property rights, and ensures proper attribution of creative works.
WHYcare?
DATA TRAIL
Help ensures proper attribution of creative works and help collect applicable data on what users take interest in.
to document the source for original content
COPYRIGHT
This feature will helps prevent others from stealing their work and gives them peace of mind to continue creating.
infringement is a concern for creators of original content
QUALITY
Higher resolution and quality of content is crucial for formats such as presentations or printing.
screen captures / recordings doesn’t offer the best quality
MONETIZATION
Instagram’s subscription-based service is an example that the company has interest in helping creators monetize their work.
content creators have another opportunity to earn income through their work
RESEARCH
In a survey of 6 in person interviews and 34 Maze applicants we discovered the following insights…
“I feel a little guilty.. but I steal content all the time, without crediting the creator. I mean isn’t that what everybody does on the internet? It’s so easy and there aren’t any repercussions.”
interviewee #12
CompetitiveAnalysis
IDEATE
Building upon existing models on META and Tiktok, I conducted a site audit of their apps. Here’s what was found…
Utilizing the findings from the site audit, allowed me to explore how mega-brands such as META and TikTok employ unique layout strategies to engage their user base. My objective was to identify insights from their approaches and consider seamless integration of the "download" feature.
UserFlow
Task Flow 1:
Downloading content can be accomplished through several methods. The 1st task flow method, will involves a subscription-based download system that permits users to download content from their favorite influencers by signing up for a monthly subscription. This not only facilitates content access but also provides subscribers with a closer connection to their cherished influencers, along with exclusive content similar to how platforms like Patreon operate.
Subscription Based Download
Task Flow 2:
Free Download
This download option is open source and available to anyone who wishes to download the creator’s content. Like the other download options, this method will provide: data to be collected by META, a way for users to utilize content without watermarks, and gives content creators automatic copyright protection.
Task Flow 3:
Payment Download
This download method will introduce a one-time payment option, offering users an alternative to subscribing to the creator's content. Instead, users can make a single payment, with the fee varying based on the specific content creator.
Research Found During Ideation Process
DESIGN
The design process began as an extension from the recently added subscription feature on instagram, this was the process…
Based upon the research found during the ideation process, seamlessly integrating the “download content” feature was the main goal.
The download feature were tailored to cater to the diverse user segments within the platform. This comprehensive approach ensured that the feature was accommodating to the needs and preferences of
3 distinct user categories:
1. Subscribed Users:
These subscribers have chosen a recurring plan that offers easy integration within the subscription model, enabling efficient and user-friendly image downloads as part of their package
2. Open Source Users:
This category comprise of users who have not subscribed to any content creators. For this group, the download feature was designed to be user-friendly and easily accessible, encouraging engagement even for those who haven't committed to subscriptions.
Led to..
3. One-Time Payment Users:
Users in this category prefer a more flexible approach, opting for one-time payments to access specific content. The design for this segment ensured a straightforward and transparent process for users to make individual content purchases.
This Design Choice
By addressing the distinct needs and behaviors of these three user groups, the download feature was customized to enhance the overall user experience and increase accessibility to content within the platform.
TESTING
Once the prototypes were completed I used Maze to test out the feature.
Preliminary Testing
The heat map shows were testers directed their attention the most. Initially the metrics showed a high misclick rate of 83%. This was due to the fact that testers operated the prototype as the real instagram app. Once I explained to testers the purpose of the prototype testing, the misclick rate dropped drastically to 9%
Final Testing
After the reduced rate of misclicks, the prototypes were ready to be launched
REFLECTIONS
The goal for this project was to add a feature that would augment the already refined social media platform. Finding a feature that would improve both the user experience and social media platform was a challenging task. Despite this, I endeavored to incorporate more detail into the download content feature, while ensuring to complement Instagram's user interests.
Adding the download content feature to Instagram expanded my abilities to work towards pre-defined company goals and user interests. Instagram already has a successful platform with many different attractive features. In order to contribute meaningfully to their platform, I had to dive deep into the company's history and its long-term mission. I conducted a detailed competitive analysis to understand what sets Instagram and its users apart.
My final design for the download feature was to simultaneously enhance the user experience and give creators another avenue to be able to monetize off their content. The idea may sound fairly simple, but adds much more depth to the user experience. The download icons that identify the content options are unembellished but successfully convey their functionality.