2. Instagram
home search camera notifications profile
camera
direct messages
camera roll
take photo/ video
filters
settings
save to camera roll
link
extras
marker
type
delete
post to your story
post to close
friends
send to >
mention
hashtag
GIF
music
time
add location
poll
questions
countdown
emoji slider
quiz
register to vote
weather
donation
camera
highlighter
glow tip pen
eraser
undo
done
felt tip pen
color picker
size
fill box
font
done
color picker
size
align
toggle flash
switch cameras
INSTAGRAM STORIES | SARAH COPLAN | SITEMAP
4. SIDNEY
influencer
ABOUT
age | 27
location | brooklyn, ny
occupation | recently left her
job as a media strategist at
refinery 29 in order to fully
commit to creating content
for brands on Instagram.
BEHAVIOR
enjoys creating creative images and videos that
allow her to connect to her followers. sidney is drawn
to bright colors, quirky fonts, and likes to add a
personal touch through layering art, design and
information. she enjoys using her unique voice and
style to help her followers find the best products.
GOALS
as a newfound influencer, she wants to create
engaging content that will attract new followers and
maintain her current following. she wants to be able
to create as much as possible throughout the day
and keep up with all of her new sponsorships.
PERSONALITY MOTIVATION
extrovert introvert
thinking feeling
sensing intuition
JOHN
student
ABOUT
age | 20
location | Manhattan, ny
occupation | a Junior at nyu
studying marketing and
sales. john was born with a
hearing impairment, which
causes a partial inability to
hear sounds.
BEHAVIOR
john enjoys sharing the funny videos and memes
he finds during his time procrastinating studying
with his friends. as a new resident of nyc, he also
likes to show off the tall skyscrapers to his friends
back west.
GOALS
while using the app for fun, john wants to be able to
share his content while also studying and hanging
out with friends. he wants to be able to hear what is
happening in the funny videos his friends show him
so he can laugh along.
PERSONALITY MOTIVATION
LAYLA
boutique owner
ABOUT
age | 32
location | queens, ny
occupation | founder of a
boutique which sells vintage
and handmade items after
working at a corporate store
that she hated for three
years.
BEHAVIOR
layla avoids technology at all costs, mostly because
she does not know how to use it. she enjoys getting
feedback on her store, and wants to connect with
her customers and community, but is too timid to go
up to customers in her store.
GOALS
while starting her business from the ground up, layla
is dedicated to spreading the word about new items
she gets in the store. she wants to acquire new
customers at little cost and get feedback on what
items people want to see more of and less of.
PERSONALITY MOTIVATION
INSTAGRAM STORIES | SARAH COPLAN | USER PERSONAS
price
speed
convenience
extrovert introvert
thinking feeling
sensing intuition
price
speed
convenience
extrovert introvert
thinking feeling
sensing intuition
price
speed
convenience
5. FEATURE 2 | marker is at a fixed width and opacity
FEATURE 3 | GIFs include bitmojis and cut outs from photos
FEATURE 4 | filters have a layer option, allowing you to add up
to 3 layers on top of each other
FEATURE 5 | anyone has the ability to add links to their story
FEATURE 1 | font options change with holidays and world
events
FEATURE 6 | ability to choose length of time each photo is seen
for direct messages, not for stories
FEATURE 2 | slight variation from Instagram on fonts and mark-
er values
FEATURE 3 | ability to add “feelings” sticker
FEATURE 4 | fixed order of how stickers are displayed
FEATURE 5 | continuous on-boarding experience throughout
use
FEATURE 1 | font and marker colors are limited to a fixed
selection
FEATURE 6 | wide array of filters and overlays
FEATURE 2 | ability to take multiple separate recordings
FEATURE 3 | no marker option
FEATURE 4 | ability to upload sounds
FEATURE 5 | effects include face, video and sound distortion
FEATURE 1 | font and marker colors are limited to a fixed
selection
FEATURE 6 | no ability to post photo, unless it is multiple in a
“slideshow”
FEATURE 2 | ability to auto edit
FEATURE 3 | video editing options limited to rotate
FEATURE 4 | ability to order photo prints
FEATURE 5 | ability to connect to a device such as chromecast
FEATURE 1 | photo editing options limited to photo filter,
brightness & color adjustments, and crop
FEATURE 6 | ability to transfer to other apps to continue editing
INSTAGRAM STORIES | SARAH COPLAN | COMPETITIVE ANALYSIS
GOOGLE PHOTOSTIK TOKFACEBOOKSNAPCHAT
6. INSTAGRAM STORIES | SARAH COPLAN | KEY INSIGHTS
KEY INSIGHTS
• Instagram’s range of customization surpasses that of its competitors
• when placing multiple assets on top of each other and re-sizing or moving the
object, the resulting object detected is not always that which was intended
• when leaving the Instagram app, the app often refreshes back to the home page
• there is no embedded option to attach closed captioning to audio or video
• some features are only available to those who fulfill certain criteria
REVISION PLAN
• create a layer system for each asset, allowing the user to alter or delete the
intended object despite the order in which it was placed
• embed an auto-save feature for the most recent story. the user will be able to exit
Instagram mid-edit and go back at any point to continue working
• create a closed captioning object within the “stickers” category, which will
auto-detect and transcribe the sound in audio or video stories. users will
additionally be able to alter the text or upload their own
• eliminate limited access of features such as adding links
