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.

Strategic AnalysisWhat are Instagram’s business goals, and who are their competitors?

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

Competitive Analysis

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Flickr

Apple Print Photos

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FLICKR PRINTS THROUGH SNAPFISH

User Research How do users share and print photos?

Screener SurveyTarget Interview Subjects

SECONDARY

PRIMARY

Instagram* Users *or other photo networks

Users whoPrint Photos

in diverse formats

ages 18 – 40 years old

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?

Interviews

4 Study Participants1 photo printer, non-user of Instagram1 photo printer, light Instagram user1 heavy Instagram user, light printer1 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

FindingsTop 5 Insights

Users juggle balance between value and investment

Find the printing process annoyingInstagram is used for less precious photosSocial aspect considerably influences both online sharing and printingCustomer service, speed and cost are priorities

PersonasPreciousness & Time Invested in Photos

Persona Map

Heavy Time Investment

Constrained Time Investment

Low EmotionalPreciousness

High EmotionalPreciousness

Persona Map

Heavy Time Investment

Constrained Time Investment

Low EmotionalPreciousness

High EmotionalPreciousness

FAMILYHISTORIAN

GIT-R-DONEPARENT

SOCIAL NETWORKSOCIALITE

Personas

AngelaFamily

Historian

EddieGit-R-Done

Parent

StephanieSocial Media

Socialite

Angela Parsons

Drivers and MotivationsFamily orientedPerfectionistFamily historian

Needs and GoalsShare photos with familyDocument family memoriesShare within her current social networks

FrustrationsLack of controlInability to get results she wants

Family Historian, 40 years old Stay-at-Home MomProvidence, Rhode Island

“This is exactly the photograph that gets it!”

Eddie Richardson

Git-R-Done Parent34 years old CPADenver, Colorado

“I have frames; they need a picture in them.”

Drivers and MotivationsFamily orientedBig-picture guyTime conscious

Needs and GoalsWork/life balanceShare photos with familySimplicity

FrustrationsThings that take unnecessarily longPoor results

Stephanie Bergher

Social Network Socialite16 year oldHigh School Student from L.A.

“Curating content is second nature to me.”

Drivers and MotivationsLoves sharing with friendsBeing ahead of the curveSocial klout

Needs and GoalsBeing part of the newest memes and trendsDecorating her roomLooking like she’s good at things

FrustrationsOn a budgetNot being ahead of the curveHigh effortWaiting

40+ photo scrapbook of son’s birthday party. Painstakingly choosing photos, rearranging, Retouching, and 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

Scenarios

Eddie

Git-R-DoneParent

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

Scenarios

Stephanie

Social MediaSocialite

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

Design DevelopmentSimple, spontaneous printer built for Instagram.

Concept Model

UserUser’sPhotos

Others’Photos

Current Instagram Content

Checkout

New Print Feature

User’s Contacts

Product Delivery Product

Delivery

PhotoContent

Print Cart

ProductType

Custom

UserInterfaceSketching

User Flow

Print Cart

Customize Card

Checkout

First Iteration

Profile Print ButtonWhen clicked, it will begin the user’s process of printing and take the user to a choice of photo templates.

Card Template ButtonIntended 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.

Template CarouselLeft/right swiping gesture reveals additional template options for selection and preview below.

Occasion ChoiceClickable listing of popular holidays and occasions. When selected the occasion theme preview on the selected template.

Edit Card FormatClicking 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 CarouselSwipe-able view of user’s photo timeline allows users to choose the photo to incorporate into the card.

Usability Testing

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

Second Iteration “Add to Cart” FunctionWhen clicked, it will begin the user’s process of printing and take the user to a choice of photo templates.

“Quick Print All” FunctionIntended 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 CartDisplays 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 ButtonThere are three print product options for the user to select. Any selection will move the user dpwn to a different set of template options.

Edit Card ToolbarThis 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 CarouselLeft-right swiping menu of template layouts. Clicking one template causes that template to be previewed above.

Import Contacts FunctionUsers 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.

Conclusions

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?

Thank YouDabney Donigandabney.doni@gmail.com

Jason Humrjasonhu@gmail.com

David Knauerdavidjknauer@gmail.com