The petition is called “make Instagram Instagram again”. Users from different background (i.e. shop owner, content creator, etc) expressed their concerns and frustrations about Instagram as they think that Instagram is losing its own characteristics and becoming another TikTok.
The criticisms can be summarised into few points:
- The change of algorithm which favours pre-recorded reels took away instantaneous user interactions
- Users are seeing less contents from their followings or followers and it discourage interactions between friends
- Small businesses or creators found it harder to reach their target audience
THE PROPOSED FEATURE
Though I have nothing to do with the algorithm, I hoped to bring in a live check-in feature which provides users another option to interact with each other.
It will enable users to check themselves in at their current locations and view their followers' or nearby check-ins, which is different from the traditional location tag. It only allows users to check in at their real-time location, with the aim of facilitating more instantaneous interactions between users. Business owners can also take advantage of this feature to promote their businesses more effectively.
EXAMINING THE IDEA
Looked at its competitors for inspirations and found that Snapchat has a similar feature launced in 2017, called "Snap Map".
Key insights from researching on Snapchat:
- Active daily users increased steadily every year until 2022 since the launch of Snap Map
- Users are generally pleased with this feature
- Privacy and safety concerns have to be addressed as Snap Map did raised public concerns at the beginning
User interviews help me to understand their behaviour, needs and thoughts on current Instagram. 100% of partipants would be interested to try if the proposesd feature goes live on Instagram.
Key findings from researching on Snapchat:
- 100% of participants said that they are interacting less with theirs friends
- 87% of the participants mentioned that they frustrate with the reels that are recycled from TikTok
- 75% of participants think that the proposed solution can massively boost instantaneous user interactions on Instagram
The user persona below reflects the different needs and pain points that were brought up in the interview. Joyce is a busy working individual who relies on social media heavily to interact with her friends daily and connect to the outside world.
STRUCTING THE PROPOSED FEATURE
Studied how information structures on current Instagram and worked out two ways for users to enable the newly-added feature.
Enable check-in feature while posting a story
Enable check-in feature in the check-in map
Based on the task flows and the studies towards Instagram's design system, I further created mid-fidelity wireframes which showed how new icons and buttons will be displayed.
The wireframes were designed to accommodate both professional account and individual account users.
Afterwards, I have made some minor adjustments on my mid-fidelity wireframe and turned them into a high-fidelity wireframe for prototyping and usability testing.
TESTING THE NEW FEATURE
The results of the usability test were satisfactory with 100% completion rate and 0% misclick rate.
From my observation, it didn't take long for the users to learn the new feature as it reflected in the test results with 100% completion rate and 0% misclick rate. I also received positive comments from users. However, from the users' feedback, there are few things that I can do better.
Relocated the newly added icon from the top right to the bottom.
Some participants feel that having four icons on the top right are overflowing. I studied the evolution of Instagram's interface again and found that Instagram never have four icons on the top right. The reason for replacing the the shop icon is that users can already access to the shop by clicking the CTA button on the profile page of a bussines account.
Replaced the blue dot on the new icon to a red dot with numbers.
The blue dots confuses users as they do not understand the purpose of it, as they never see similar icon on Instagram. Thus, I replaced it with a numbered red dots which the users are familiar with. It shows total numbers of nearby live check-ins of their following and followers.
THE FINAL DESIGN
This is how the live check-in feature looks like at the end.
Instagram could build on the check-in feature by exploring opportunities to allow more user interactions. Also, Instagram should take some time to re-visit their algorithm, as Ignoring the opposing voices might harm its reputation and eventually lose its leading position.
