Instagram Subscriptions
The Brief:
Subscriptions is a new feature on Instagram that allows super-fans to subscribe to a creator to access exclusive content. I focused on reworking content around gifting subscriptions: streamlining its flow, driving more excitement, and establishing its language.
Role:
Content design intern
What I did:
Streamline gifting flow
Change content to drive excitement
Establish Subscriptions language, voice, tone
Payment Processing:
I recognized a flow error in payment processing and worked with the product designer to make critical changes.
Initial Design
While reviewing the screens around gifting a subscription, I noticed a design error in payment processing.
After the user clicks purchase, they are not notified that their payment is being processed, which could take up to two minutes. Only when they decide to exit out will they be notified through a pop-up that their payment is still processing.
Redesign
Working with the product designer, we decided to add in an extra screen that would notify the user that the gift was sending and payment was still processing. This would reduce the number of click-out rates, leading to more successful checkouts.
I wrote text that would clearly inform users of the system status with a direct and informative tone.
Gift Claiming:
After reviewing how users claim their subscription gift, I proposed a redesign to drive more excitement.
Initial Design
While looking at the gift claiming screen, I recognized an opportunity to rework the content to drive more excitement.
I found it critical to use the text on this screen to not only be informative of what to expect, but also utilize it as an opportunity to engage users of the features they could now access.
Redesign
After exploring the main value props around Subscription features, I rewrote the content to reflect a more inspiring tone to better engage users.
Using action verbs like stand out, enjoy, and share makes the user feel more involved as a subscriber, leading to a more appealing experience.
Value Propositions:
To increase user engagement in gifting subscriptions, I re-approached the value props on the onboarding screen.
Initial Design
The initial onboarding screen when gifting a subscription were instructional, notifying users of how the gifting process would work.
However after working with the product manager and product researcher, we decided that it would be best to list value props that would better resonate with our main user base.
Redesign
After identifying the main value props, conducting competitive analysis, and going through multiple content explorations, I finalized the text on the screen to reflect an encouraging tone. Compared to an instructional list, this approach better informs and excites users on why they should gift a subscription.
Other Work:
During my time at Instagram, here are some other cool projects I worked on.
