UX | UI Designer
Instagram Rebrand
This research project studies the behaviors and motives of Instagram's user interface with an emphasis on fostering a content-centric platform tailored for everyday users. This redesign prioritizes seamless content creation and interaction, shifting the focus away from marketing endeavors and unrelated agendas that diverge from the app's core message of posting content.
Project Overview
The platform's primary objective was centered around posting and engaging with photo and video content. However, in recent years, it has become increasingly inundated with marketing and business features like the Reels and Shop tabs in the menu bar. These additions have cast a shadow over the app's core message: content sharing.
Instagram's attempt to incorporate numerous features to compete with other platforms has muddied its primary focus, making it challenging to discern its core purpose.
These tabs lack interactivity and fail to align with the platform's fundamental goal. This redesign would entail the removal of unnecessary tabs and a reorganization of the platform's content, making it more user-friendly and coherent.
Goals
To realign with the platform's primary mission of content sharing. The redesign hopes to deplete business or marketing agendas. Furthermore, it enhances the visibility of the activity and post sections, ensuring they are visibly displayed. In addition, the Shops and Reels tabs will be moved to a new location that maintains user accessibility and interaction while streamlining the overall user experience.
Opportunity
Rebranding Instagram's core objective to center around content sharing, as opposed to marketing, would encourage users to engage more actively in content creation. Developing an interface designed primarily for this purpose would pave the way for long-term competitiveness against rival platforms. By fostering a distinct and focused message of content posting and sharing, Instagram could differentiate itself from the clutter of trying to copy various functions from diverse platforms.
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While brands and sponsorships will continue to be part of the platform's ecosystem, a more balanced approach to integrating shopping features is needed, one that doesn't overshadow the essence of Instagram. A redesign holds the promise of enhancing content clarity and user-friendliness, simultaneously providing a fresh layout for users to engage with the Shop and Reels functionalities.
Research Demographics
As of 2022, Instagram's primary user base predominantly consists of Millennials and Generation Z individuals, typically falling within the age range of 18 to 34 years old. This platform primarily caters to a younger audience, with Millennials and Gen Z collectively making up the majority of its users. In terms of gender demographics, Instagram maintains a relatively balanced distribution, with male users accounting for approximately 50.7% of the user base and female users comprising about 49.3%.
Research Methods
The key research approaches include:
Interviews
Used to gather information on Instagram's users.
Surveys
Used to gather information on challenges, experiences and changes people would like to be introduced.
In 2022, Instagram's user trends revealed a strong emphasis on video content, with 69.7% of users sharing videos and 60.9% primarily consuming content. The platform's importance for brand research (62.3%) and communication (50.8%) remained significant.
Users typically spent around 30 minutes on the app, engaging with Instagram Stories (70% daily) and posts (71.9% of content). Reels, Instagram's short video feature, garnered 22% more engagement than standard videos, notably favored by 61% of Gen Z users. Notably, content resharing via direct messages was a common practice among the community, underlining the platform's interactive nature.
Research & Statistics
Everyday User Persona
Alex, 23
Demographics:
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From New York
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Is a student in college
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Goal:
Alex enjoys checking Instagram multiple times during the day, but he rarely posts on the platform. Instead, he prefers to browse content on his Explore page and see updates from his friends and those he follows. His main interest lies in sports-related content, yet he finds the frequent advertisement panels disruptive to his feed. These ads raise doubts for him, as they often appear inauthentic and lack his trust.
Product Concept
Reimagining Instagram's central objective to revolve around content sharing rather than marketing would incentivize users to become more actively involved in creating and sharing content. By nurturing a clear and distinct message centered on content posting and sharing, Instagram could distinguish itself from the clutter of attempting to replicate various features from a multitude of platforms. While brands and sponsorships will continue to play a role in the platform's ecosystem, a more equitable approach to incorporating shopping features is necessary, one that doesn't overshadow Instagram's core identity. A redesign offers the potential to enhance content visibility and user-friendliness, while also introducing a novel layout that allows users to seamlessly engage with the Shop and Reels functionalities.
My Product
A rebrand of Instagram's app interface that values posting content rather than advertisements and marketing.
Screens from App
Home Page Screen
Reels Screen
Explore Page Screen
App Prototype
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User Testing Results
With these subtle adjustments, users warmly welcomed the reimagined design and interface. They were pleased to discover that they could still access the Reels and Shop tabs, even though they were no longer visible on the menu bar. All in all, the rebranded design received a positive reception, igniting a renewed interest in utilizing the app more frequently.