Instagram User Journey Map
User | Discovery | Research | Conversion | Post-Sale Engagement |
---|---|---|---|---|
User #1 | The user heard Instagram from a friend. | The user was using Facebook, WeChat, and Weibo to compare with Instagram. | The user used Facebook account to sign up a new account. | The user views pictures on Instagram and posts pictures from own library. She opens the app almost every day. |
User #2 | The user saw an Instagram Ad from different mobile app. | The user was using Snapchat to compare and think about using a new app. | The user used email to sign up a new account. | The user views pictures and searches for new pictures. She visits once a week on Instagram. |
User-Flow
Wireframes
These are the main screen of Instagram. The user will see posted images at first, then the user will have to tap on “add icon” in the center to upload image (s) or video (s). For the second screen, the user will have the opportunity to choose photo (s) from own library or take a picture; the user can upload videos. This screen allows users to preview their selections.
Basic Problem Research
User-Flow #1 Comments
The user is complaining that comments are too difficult to see. The user has to tap on the comment icon, then it will jump into a different page to see comments.
User-Flow #1 Comments
After the user replying the image, the user has to tap on “go back” icon to see the image again. The user believes it was too complex.
User-Flow #2 Search
Another user has a problem with searching for pictures on Instagram. The user believes there are too many sources for users to search such as searching by top, people, tags, and places. The user believes there are too many categories on Instagram.
Problem and Solution Research
Comment and Reply Problem
Users complained that comments are too hard to see and difficult to reply. There is no great contrast between the username and reply information. Also, if a user wants to reply on someone, he or she has to tap into that comment; then find that person and tap on the reply. There are too many steps for comment.
Comment and Reply Solution
I changed the comments with a contrasting background, so users can see who has commented on that post. If a user wants to reply someone, he or she can tap on that person and hit reply. I changed this because it could reduce steps for commenting and replying.
Search Options Problem
The second problem is the search options are too complex for users. It gives users too many options such as top, people, tags, and places.
Search Options Solution
I changed the search bar by combining all of them into one because more is too complex, and less is easier for users to use. Inside the Invision, “top, people, tags, and places” have been moved into the search bar. Moreover, users are no longer have the options to tap into different bars.