A student project conceptualizing and creating a prototype for an app that allows users to print photos from instagram. Instagram Prints is a new feature enabling Instagram users to purchase prints of their own photos, as well as their friends’. It features print, card and scrapbook templates, direct delivery and individual customization. Instagrammers will find this useful for materializing their favorite moments, and sharing these with others. A project by Dabney Donigan, Jason Hu, and David Knauer.

2. is a new feature enabling Instagram
users to purchase prints of their own
photos, as well as their friends‟. It
features print, card and scrapbook
templates, direct delivery and individual
customization. Instagramers will find
this useful for materializing their
favorite moments, and sharing these
with others.

3. Strategic Analysis
What are Instagram‟s business goals, and who are
their competitors?

4. Business
Analysis
Launched by Kevin Systrom and Mike
Krieger in 2010
Bought by Facebook in April 2012 for $1
Billion
Niche community; adults from 18-29
Reviewing revenue possibilities
Looking to increase user engagement

5. Competitive
Analysis
Prinstagram
Flickr
Apple Print Photos
Snapfish
Hallmark

6. PRINTSTAGRA
M
FLICKR
APPLE
SNAPFISH
HALLMARK
FLICKR
PRINTS
THROUGH
SNAPFISH

7. User Research
How do users share and print photos?

8. Screener Survey
Target Interview Subjects
SECONDARY
PRIMARY
Instagra
m*
Users
*or other photo networks
Users who
Print Photos
in diverse formats
ages 18 – 40 years old

9. Which of the following social networks
do you use to share your own or view
others’ photos?
How often do you print photos?
How do you use your printed photos?

10. Interviews
4 Study Participants
1 photo printer, non-user of Instagram
1 photo printer, light Instagram user
1 heavy Instagram user, light printer
1 heavy Instagram user, non-printer
Script regarding photo printing and
instagram use
Modified our interview strategy after
realizing that one target group was a
secondary audience

11. Findings
Top 5 Insights
Users juggle balance between value
and investment
Find the printing process annoying
Instagram is used for less precious
photos
Social aspect considerably
influences both online sharing and
printing
Customer service, speed and cost
are priorities

12. Personas
Preciousness & Time Invested in Photos

13. Persona Map
Heavy Time
Investment
Constrained
Time Investment
Low Emotional
Preciousness
High Emotional
Preciousness

14. Persona
Map
Heavy Time
Investment
Constrained
Time Investment
Low Emotional
Preciousness
High Emotional
Preciousness
FAMILY
HISTORIAN
GIT-R-DONE
PARENT
SOCIAL
NETWORK
SOCIALITE

15. Personas
Angela
Family
Historian
Eddie
Git-R-Done
Parent
Stephanie
Social Media
Socialite

16. Angela Parsons
Drivers and Motivations
Family oriented
Perfectionist
Family historian
Needs and Goals
Share photos with family
Document family memories
Share within her current social networks
Frustrations
Lack of control
Inability to get results she wants
Family Historian, 40 years old
Stay-at-Home Mom
Providence, Rhode Island
“This is exactly the
photograph that gets it!”

17. Eddie Richardson
Git-R-Done Parent
34 years old CPA
Denver, Colorado
“I have frames; they need a
picture in them.”
Drivers and Motivations
Family oriented
Big-picture guy
Time conscious
Needs and Goals
Work/life balance
Share photos with family
Simplicity
Frustrations
Things that take unnecessarily long
Poor results

18. Stephanie Bergher
Social Network Socialite
16 year old
High School Student from L.A.
“Curating content is second
nature to me.”
Drivers and Motivations
Loves sharing with friends
Being ahead of the curve
Social klout
Needs and Goals
Being part of the newest memes and
trends
Decorating her room
Looking like she‟s good at things
Frustrations
On a budget
Not being ahead of the curve
High effort
Waiting

19. 40+ photo scrapbook of son‟s
birthday party. Painstakingly
choosing
photos, rearranging, Retouching, an
d adding captions. Scrapbook to be
shelved at home for safekeeping.
Scenarios
Angela Use Case Requirements
• Find birthday photos
• Rearrange photo order
• Edit and re-filter photos
• Select the best scrapbook
template
• Add captions
• High quality paper chosen
• Ordering two copies
Opportunities
• Choose and review 40+
photos in cart simply and
easily
• Provide a sufficient amount of
template, text, and photo
control and customization
options
• Offer higher-quality paper
options
Family
Historian

20. Scenarios
Eddie
Git-R-Done
Parent
Finding a moment in a hectic work
schedule. Needs to find one good
photo for the family Christmas card.
Uninterested in aesthetic nit-
picking. Mailed directly to all
relatives, rush delivery!
Use Case Requirements
• Find the right Instagram photo
from feed
• Quick, simple checkout
process
• Send to multiple addresses -
inputs Gmail/Facebook
contacts
• Save imported addresses for
later
• Select speed of delivery
service
Opportunities
• Browse to find one photo in
an less targeted way
• A way to bypass detailed
customization options
• Intuitive, quick way-finding for
first-time user

21. Scenarios
Stephanie
Social Media
Socialite
Taking photos at a party, she
needs to buy a particularly
hilarious one. No fussing. She
orders a print immediately, and
gets back to twerking without
delay. Constantly making impulse
orders.
Use Case Requirements
• Taking a photo, posting it.
• Buying one print
• Hilarious meme content
• Skip retouch options.
• Direct delivery
Opportunities
• Speedy, one-click quick
printing settings
• Instant buying option at the
point of uploading
• At some earlier point, given
the option to save quick print
settings

22. Design Development
Simple, spontaneous printer built for Instagram.

23. Concept Model
User
User’s
Photos
Others’
Photos
Current Instagram Content
Checkout New Print
Feature
User’s Contacts
Product
Delivery Product
Delivery
Photo
Content
Print
Cart
Product
Type
Custom

24. User
Interface
Sketching

25. User Flow

26. Print Cart

27. Customize Card

28. Checkout

29. First Iteration
Profile Print Button
When clicked, it will begin the
user‟s process of printing and take
the user to a choice of photo
templates.
Card Template Button
Intended for users looking to make
a specific card, this button will take
the user down the simplified „Card
Template‟ track. Books &
Photos/Posters also have their
own specified tracks of
completion.

30. Template Carousel
Left/right swiping gesture reveals
additional template options for
selection and preview below.
Occasion Choice
Clickable listing of popular
holidays and occasions. When
selected the occasion theme
preview on the selected template.
Edit Card Format
Clicking this element will cause a
menu of filter options to slide into
view from the left. Once a filter is
selected, the menu will slide back
out of view.
Photo Carousel
Swipe-able view of user‟s photo
timeline allows users to choose
the photo to incorporate into the
card.

31. Usability Testing
People hoped to choose the photo
first, from home stream “some photos look
better with some templates”
More descriptive screen titles
Photo-editing toolset did not match the
established Instagram model
“Why am I picking by Holiday?” Cultural
biases
“What to do when I‟m done?”

32. Second Iteration “Add to Cart” Function
When clicked, it will begin the
user‟s process of printing and take
the user to a choice of photo
templates.
“Quick Print All” Function
Intended for users looking to make
a specific card, this button will take
the user down the simplified „Card
Template‟ track. Books &
Photos/Posters also have their
own specified tracks of
completion.
Print Shopping Cart
Displays the photos that the user
has added to cart. From this
screen, users can remove any
photos, re-arrange their order, and
search for new photos to add.
Card Template Button
There are three print product
options for the user to select. Any
selection will move the user dpwn
to a different set of template
options.

33. Edit Card Toolbar
This row of buttons brings different
photo and text manipulation tools
into the bottom of the
screen, replacing the template
carousel, which displays by
default.
Template Carousel
Left-right swiping menu of
template layouts. Clicking one
template causes that template to
be previewed above.
Import Contacts Function
Users who wish to ship their prints
directly to friends or family, may
import their contacts‟ shipping
addresses from a variety of their
social-networked address books.

34. Is this a worthwhile market?
Prioritize revenue or growth?
Counter to Instagram‟s philosophy?
Consider reducing the product offering – only small prints or only books?

35. Dabney Donigan
dabney.doni@gmail.com
Jason Hu
mrjasonhu@gmail.com
David Knauer
davidjknauer@gmail.com