Instagram introduces the Print Feature

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This is a student project for the UXDI program at GA.

Intro:
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.
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.

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Instagram introduces the Print Feature

  1. 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. 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. 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 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 • show key screens keeping the look and feel of Instagram Project 3. Team X. T H E P R I N T F E A T U R E
  4. 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. 5. Discovery Process How much can we change the App? Always respecting our current users. Not making the new feature something they’d feel the business is taking advantage - asking for their money-. Make clear this is not an e-commerce with the sole purpose of selling, is just a new service that the user can take it or leave it. What is User Behavior within the App? It will remain as “sharing and posting” with the added value of giving the opportunity to stay in the App if they feel like printing their content. Where can we perform new functions in the App? Making clear both tasks of “sharing and posting” and “printing” are separated; an App - the feature of printing- within the App - Instagram-. Otherwise the user would be upset and leave. Who would this feature be used by? Nostalgic-skeptical-romantic Instagram users that believe in a tangible world. 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
  6. 6. Discovery Research Significant increase in users when new feature is added. Sources Quantcast Gigaom 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
  7. 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 Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
  8. 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 Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
  9. 9. User research By the numbers Discovery Project 3. Team X. User research Opportunities identified: • • • Easy to use Customization Unique products • • • • • individuals: squares, retro/polaroids style prints mini-books stickers, tattoos flip video - convert videos to flip book calendar (future item) Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
  10. 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 BEHAVIORS Power User of Social Media Tech savvy. Prints Sometimes Gift Giver Thoughtful of other people. Power User of Social Media Does Not Prints Often Likes Humorous Gifts Power User of Social Media Prints Often Takes Pics Often of Family GOALS Wants to give gifts to others Conscientious buyer. that matter. Wants to print special occasions for herself. 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. 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
  11. 11. Design iteration 1 Sketches Discovery Project 3. Team X. User research Method: The group created paper wireframes and flows. Design Iterations T H E Prototype P R I N T F E A T U R E Looking ahead
  12. 12. Design iteration 1 Prototypes Method: The group created paper wireframes and flows, to then develop two on-thefly prototypes in PopApp and Flinto for the first usability testing. 1. PopApp Discovery Project 3. Team X. User research Design Iterations T H E 2. Flinto Prototype P R I N T F E A T U R E Looking ahead
  13. 13. Design iteration 1 Screen samples Findings: • • • Discovery Project 3. Team X. User research 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. 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 notifications. Prototype P R I N T F E A T U R E Looking ahead
  14. 14. Design iteration 1 Print paths YOUR FEED YOUR PROFILE SAVE TAG (to print 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
  15. 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: 1. New “Print” option in Settings. Discovery Project 3. Team X. 2. Default Settings: restriction of the access for other users to print user’s photos. 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. 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. 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. 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 identified: • • • • 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. 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 first run: Current Instagram Users create and purchase “print project.” 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
  20. 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 Iterations 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. 21. Spec doc App map Home/Feed Printer feature Direct Stickers Squares Instagram photos Explore Minibook Camera Tattoo iPhone photos Newsfeed Profile Flipbook Home/Feed Instagram videos @ and/or # search Camera roll and/or other folder search Camera roll Information Cart Current projects Order status Shipping info. Past projects @ and/or # search Your feed Your projects Delivery method Placed Your feed Your photos Shipped Payment info. Your videos Albums Somebody’s photos Access No access Print/reprint Save for later Delete Add photos Replace photos Access No access Upon request Delivered Functions Somebody’s videos Upon request Your profile i Somebody’s profile Access No access Product info. Access No access Upon request Information Date Preview Order Status Your profile Somebody’s profile Confirmation Individual Stickers Upon request Minibook Flipbook Functions Delivered Functions Print Save Delete Print Save Delete i Information Size Paper Print quality Price Shipping/returns policy Print settings FAQs About Instagram Print Social Contact Project 3. Team X. T H E P R I N T F E A T U R E
  22. 22. Spec doc User flow: printing from product menu KEY Action START Camera Roll Checkout Yes Browse Feed Tap on Print Icon Select Product Create New Print Project New Print Project? Submit No Add Pics Your Pics Existing Print Project Follower’s Pics Review Send Print Request Payment Information No Access to Print? Yes Yes Shipping Method Shipping Address Checkout No Project 3. Team X. Continue Shopping? Add to Cart T H E P R I N T F E A T U R E Edit
  23. 23. Spec doc User flow: printing your photos KEY Action Que START Checkout Yes Browse Feed Save (to print queue) Select Product Tap on Print Icon Create New Print Project New Print Project? Camera Roll Add Pics Your Pics Submit No Existing Print Project Follower’s Pics Review Payment Information Send Print Request No Access to Print? Yes Shipping Method Yes Shipping Address Checkout No Project 3. Team X. Continue Shopping? Add to Cart T H E P R I N T F E A T U R E Edit
  24. 24. Spec doc User flow: printing other’s photos and from projects KEY Action Que START Checkout Yes Browse Feed Save (to print queue) Select Product Tap on Print Icon Create New Print Project New Print Project? Camera Roll Add Pics Your Pics Submit No Access to Print? Existing Print Project Yes Follower’s Pics Review No Payment Information Send Notification Send Print Request No Access to Print? Yes Shipping Method Yes Shipping Address Checkout No Project 3. Team X. Continue Shopping? Add to Cart T H E P R I N T F E A T U R E Edit
  25. 25. Spec doc Wireframe: Home/feed screen NOTES 1.0 NEW ‘Instagram Print’ Icon (shown with notification) On click, goes to (b) Product Menu screen. Notification indicator appears only when photos have been Saved to Print Queue. 2.0 NEW ‘Save to Print Queue’ Icon (shown selected) In selected state, photo is saved to Print Queue. On click, icon returns to gray, and photo is removed from Print Queue. 1.0 2.0 a. Home Screen Project 3. Team X. T H E P R I N T F E A T U R E
  26. 26. Spec doc Wireframe: Product menu screen 8.0 NOTES NOTES 1.0 1.0 ‘Tattoos’ Product Photo On click, goes to (d) Select Photos Screen. 2.0 Hamburger Menu On click, Print Info Menu screen slides up. 2.0 1.0 3.0 ‘Instagram Print’ Icon (shown with notification) On click, Saved Photos (Print Queue) screen slides in from right. Notification indicator appears only when photos are Saved to Print Queue. 2.0 3.0 Print Nav Header Anchored during vertical scroll. 4.0 ‘Photos’ Product Photo On click, goes to (d) Select Photos screen. 6.0 4.0 ‘Print Projects objects’ Icon On click, (d) Print Projects screen slides in from right. ‘Stickers’ Product Photo On click, goes to (d) Select Photos screen. 5.0 6.0 7.0 1.0 7.0 ‘Mini-Book’ Product Photo On click, goes to (d) Select Photos screen. 8.0 Cart Icon On click, goes to Cart screen. 9.0 b. Print (Product Menu) Screen 2.0 c. Print (Product Menu) Screen - bottom 9.0 Screen continues below. See (c) Print (Product Menu) Screen - bottom Project 3. Team X. T H E P R I N T F E A T U R E
  27. 27. Spec doc Wireframe: Select photos and edit photos screens NOTES 2.0 NOTES 1.0 1.0 1.0 Instructions Additional Instructions for User functionality. 2.0 Number indicator Number above indicates photo order, number below indicated number of photos in project. 3.0 Photo On click, goes to Edit Screen, slides from the bottom. 4.0 Drag and Drop On click and hold, goes to photos drag to drop new location. 5.0 Add To Cart On click, goes to Cart. 3.0 Input Field On click, Keyboard slide up and cursor appears 1.0 5.0 2.0 4.0 6.0 3.0 4.0 ‘Photo Source Selector’ Select source for photos. Photos can be added from the queue, Instagram or Camera Roll. Source selected will be indicated in grey. 4.0 Print Source Header Anchored during vertical scroll. Instagram Search On Click, search bar will come in from bottom. 6.0 Project 3. Team X. 3.0 Project Photo Indicator Number will countdown as photos are selected indicating the number of photos needed for a particular project. 5.0 d. Select Photos in Print Project Screen 2.0 Select Photos On click, check mark will appear indicating that Photos are selected. 5.0 e. Edit Photos in Print Project Screen T H E P R I N T F E A T U R E
  28. 28. Thanx for your kind attention folks! uxpolas.tumblr.com Project 3. Team X. 2014 UXDI Winter students: Angelynn Nakaguchi, Gregg Antonucci, Roxanne Mustafa, Lucas Polavieja

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