Post on 01-Jul-2015
description
introducing Instagram Print
{ Rehan James Maite}
by
the Brief
Instagram wants to diversify its revenue stream beyond just advertising by allowing
users to customize and purchase physical
versions of their photos.
Duration: 2 weeks
the Agenda
Market Research
User Research Solution
understanding the
business
who are
the ResearchInstagram was created to solve three simple problems:
1
Making awesome looking filters and transforming photos into professional-looking snapshots.
2 3
Sharing photos (instantly) on multiple services.
Optimizing the experience to be fast and efficient.
instagram’s Halo Effect
competitor AnalysisStrong
Weak
who are the
users
survey Results
48% 52%
I Don't Print I Print
0
22.5
45
67.5
90
18-24 25-34 25-44 44+
Instagram Usage Facebook Usage
why don’t you print?
why don’t you print?
Abby Avid user
Tech Averse
Tech Savvy
SpendyFrugal
Driver “I want it to be quick and easy so I can
send it to my friends at a moment’s notice.
It’s too expensive and too much of a hassle.
Concern “
“I would like to print more but I’m too lazy.”
Zoe New mom
Tech Averse
Tech Savvy
SpendyFrugal
Driver “I want buy multiple prints at a time and it should not be too expensive
It is so time-consuming.
Concern “
“I used to print photos but haven’t for ages, until I had a baby”
M.O.S.C.O.W Method
• Print selection • Product selection • Delivery option • Edit photo • Checkout
Must have
Should have
Could have
• Limited choice • Print multiple and
individual • Print Basket
• Click and Collect • Desktop Integration
user Flow
Zoe wants to buy multiple prints for her baby album
Select images to print Edit images Checkout Receive photos
+
-
time
emotions
Consider Decide Commit
user Journey
Before
Select images to print Edit images Checkout Receive photos
+
-
time
emotions
Consider Decide Commit
user Journey
After
user Testing
rapid iterative prototype
rapid Prototyping
Test / Iterate
user Feedback
“It’s there when you need it
but not in the way.”