13-15 June 2018

Dynamic Earth, Edinburgh

Thoughtful growth: designing experiences for Instagram's new and next users

Session type:
Case Study

Session duration:
45 minutes

Presented by:

Whitney Trump


About this Case Study

Instagram has 800 million monthly users, with more signing up every day. As content strategists on Instagram's growth team, we think a lot about how we can introduce people to our app, welcome them in and get them started.

This means our work covers tons of distinct moments and interactions for people on our app - creating an account, finding friends, learning to navigate, posting their first photo. But all of these separate experiences make up one big experience: getting to know Instagram.

To make that introduction as seamless as we can, we've developed a set of principles that guide how we create experiences for Instagram's new and next users. These principles not only help us design new experiences; they shape how we think about our relationship with and responsibilities to new people on our platform.

Join us as we talk through how to give your latest (and future!) users a thoughtful, positive introduction to your app or product.

About the Speaker

Whitney Trump is a content strategist at Instagram, where she creates content to make Instagram straightforward and welcoming for people joining and using it in emerging markets. Before she became a content strategist, Whitney earned a PhD in 19th-century American literature from Stanford University.

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