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Instagram wants to diversify its revenue stream by allowing users to customize and purchase physical copies of photos on the app.

Instagram is currently a mobile application that enables its users to share what goes on in their life with family and friends through a series of pictures and/or videos. You simply snap a photo with your mobile device and then choose a filter to transform the image into a memory to keep around forever. Users have the ability to experience moments in their friends' lives through pictures as they happen.

The new feature will allow users to customize and purchase physical versions of their photos.

  • The photos will be available as square prints, photostrips, stickers, and framed photos.

  • Users will have the ability to customize their photos by adding filters and changing image sizes.



In order to confirm this feature would be beneficial to Instagram users and to further understand their needs, I began by surveying several people. The survey results showed that 60% of the users would utilize Instagram's new feature.   

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I then went on to interview several Instagram users to gather information regarding how and why they use Instagram and to understand their photo sharing and printing habits and pain points. A majority of the users I interviewed used Instagram as a photo sharing app. However, they were interested in the printing feature because they would be able to select their photos and photos of their friends and other photographers and print them through Instagram instead of having to export photos into a different app such as Shutterfly in order to print them.

"I would be okay with others printing my photos, but I'd like to see who printed my them"

"I use Instagram to connect with people. I can see what they are up to and I can share my experience with them as well"

"I'd like to receive my photos as photo albums, stickers and magnets"

"What I like about Instagram is the fact that people are diverse, you see all the beautiful things that are going around the world"


The findings from the surveys and interviews were used to develop a primary and secondary persona. 

Emma, the primary person, is an avid Instagram user who loves to travel and take pictures. She shares her photos on social media and uses photographs to decorate her room. 

Matt, the secondary persona, uses photographs as a way to stay in touch with his family and friends.     

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In order to gather insights on other printing services currently available, I conducted a competitive analysis among Printstagram, Kicksend, and Shutterfly.   

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The paper prototype was used to conduct usability tests and obtain feedback on what the users like and to get an idea on how the product could be improved.  



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