Adding a new group feature to Instagram
Creating connections through Instagram
People want to make connections
the problem
People are eager to establish new friendships with individuals who share similar interests and transform these virtual connections into real-life relationships. However, they encounter difficulties in doing this via Instagram.
“Instagram can be awkward since it is so direct. You have to send a DM if you want to make a real friendship with someone.”
😳
-research participant
the solution
Group feature
A group feature that allows users to create and join structured groups and events.
“I love how convenient it is to meet people who have the same hobbies as me.”
the process
😃
Project background
-research participant
I chose to add a feature to Instagram. Instagram ranks in the top 5 most widely used social networking platforms globally. As of 2023, Instagram has over 2 billion active users, with over 500 million of them who access daily. The challenge of creating a feature for an extremely successful app was exciting to me.
For this project, I was curious to explore what feature I could add to the Instagram app in order to enhance users’ experience on the platform. By understanding what obstacles users face, I was able to come up with a feature that would increase user satisfaction and ultimately increase user engagement on the app.
🖌️ project type
Add a feature
⌛ timeline
75 hours
💁🏼♀️ role
Sole UX researcher + designer support from Designlab mentor & critique facilitators
🔧 tools
Zoom
Figma / Figjam
Google Docs/ Sheets
determining goals
Research objectives
Discover the wants, needs, goals, and pain points of Instagram users so that I can create a feature that will improve their experience while using the app.
Gain insight on how people currently use Instagram / their habits / features they use
Gain insight on why people choose to use Instagram
Determine if people experience any challenges while using Instagram
Explore Instagram’s competitors
user interviews
Getting to know Instagram users
I began by interviewing 5 current and daily users of Instagram. Participants were between 20-32 years old (61% of Instagram’s audience is aged between 18-34 years of age).
persona
Who I’m designing for
defining problems
Exploring common themes
Turning user feedback into POVs & HMWs
User insight: Users want to connect with people who have similar interests as they do.
POV: I’d like to explore ways to connect Instagram users with others who share their interests.
HWM: How might we encourage Instagram users to connect with other like minded users?
User insight: Users want their virtual friendships to become real life connections.
POV: I’d like to explore ways to motivate Instagram users to take their online friendships offline and meet in person as well.
HWM: How might we bridge the gap between online and real-world friendships and encourage friendships to continue in the real world?
User insight: Users are struggling to make new friendships through Instagram.
POV: I’d like to explore ways to help Instagram users make new friendships.
HWM: How might we help Instagram users make new friendships?
🎯GOAL: Create a feature that allows users to connect with like-minded people & make new friends; while also encouraging these friendships to continue offline / in-person.
competitive analysis
After user interviews I explored the various features that Facebook groups, UNBLIND, and Meetup offer. These competitors encourage their users to connect with others and develop real world relationships.
Learning how others do it
research influencing solution ideation
Competitors offer structure
All 3 social platforms offer a structured way for their users to join online groups and attend in-person events which Instagram does NOT.
Introducing the solution
Creating a feature that allows Instagram users to join online groups and in-person events; allowing users to make new friends and connect with others who have similar interests as well as encouraging users to spend time together face-to-face.
Listening to our users, what already works
ideation for the group feature
All 3 social platforms offer a structured way for their users to join online groups and attend in-person events which Instagram does NOT.
When brainstorming a solution for the users I wanted to incorporate the aspects of Instagram they already enjoy into the new feature as well.
100% of interviewees participate in sharing posts to Instagram
80% of interviewees have their own account or follow an account dedicated to a specific idea/theme
How do we incorporate this into the new feature?
🖼️ Give users the ability to post to the group pages
✚ Give users the ability to create their own groups & events
🔍 Give users the ability to search for specific groups
user flows & wireframes
Building on existing structures
I started by creating Instagram’s current UI and exploring where / how to include my ideas for the new feature. Moving forward I had to make sure that any colors, styles, and functions I choose to add would match the existing design system in order to maintain a consistent user experience.
I first added a groups icon to the bottom navigation bar but felt it looked too cluttered which could overwhelm users. I asked myself what is the minimum I can change with maximum gains? I then explored where Instagram previously chose to add new features within its design. Instagram's “Threads” feature is relatively popular and new as of 2023. You can find this within the hamburger menu in your profile.
How to access the groups feature
I sketched a variety of screens for the “Groups” page and narrowed it down to these 3 options. These frames are similar designs that already existed within Instagram’s design system: the grid, story, and search functions. I chose to go with frame 3 because it mimics how Instagram users currently search for accounts, making it more recognizable for them therefore decreasing the likelihood for a confusing user experience.
What do you see when you first access groups?
For the group and event profile pages I continued working with Instagram’s current UI and the screens are similar to a current Instagram profile page for any account. The “Events” page follows the same outline as the “Groups” page above.
Group/event profile design
User feedback inspired iterations, but did not hinder flow success
usability testing
Usability tests were conducted with mid-fidelity prototypes.
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Flows tested
Join a group & join an event
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Participants
The usability participants are the same 5 people that were interviewed previously
Success rate
All participants successfully completed the tasks at hand
what’s new?
Adjusting based on user feedback
Refining and enhancing details to improve users experience.
Group feature is more accessible to users
100% users felt the groups feature was “hidden” within the profile menu and should be more evident
60% users first clicked the search icon in order to find a group
Users can see what groups they created/joined
60% users expected for their to be a way to see what groups you are currently apart of
40% users asked where you would find the groups you are already apart of
Users can view the events they created/joined & can create independent events
After receiving the confused feedback from users about the group screen I took a look at the prototype to see if a similar problem could potentially reoccur on any other screens… and it did (events). I realized there was no way for users to view the events they have joined.
I created a way for users to view the events they created / joined by adding it to the profile menu. While doing that I also incorporated the “create event” button so that users could create events without having to be in (or create) a group page.
Users have more clear event information
100% of users expected to be able to see who is attending the events but did not
60% of users felt there was too much writing in the “what to expect” section
20% of users asked about where you would go for questions about the event
While iterating I decided to make sections (“upcoming events” & “past events”) for better organization / user clarity
Users can access group feeds
This allows users to access group feeds with less clicks
When looking over my interview debriefs and affinity map I noticed users followed (or created their own) accounts dedicated to a specific theme in order to tailor their feeds to their interests
How the group feature addressed users needs
reflection
Users have the ability to: meet people with similar interests / hobbies and establish relationships through Instagram.
Without having to: have a million followers, create an account dedicated to a specific theme, or worry about an awkward interaction over DMs.
learning is part of the journey
I thrive within constraints. I really enjoyed working with an existing design system and exploring how to incorporate new features and ideas.
Not only do numeric results contribute to design enhancements, but open discussions / questions also play a pivotal role.
Designs are always a work in progress. They can always be improved upon, even when there is a 100% success rate during usability testing.