PODCASTS ON INSTAGRAM
PODCASTS ON INSTAGRAM
PODCASTS ON INSTAGRAM
The proposed Podcast Feature in Instagram aims to enhance the user experience by providing a new way for users to discover and listen to their favorite podcasts within the Instagram app. From a business perspective, this feature can help Instagram to retain users within the app, increase engagement, and attract new users who are looking for a platform that combines social media and podcast content.
The proposed Podcast Feature in Instagram aims to enhance the user experience by providing a new way for users to discover and listen to their favorite podcasts within the Instagram app. From a business perspective, this feature can help Instagram to retain users within the app, increase engagement, and attract new users who are looking for a platform that combines social media and podcast content.
The proposed Podcast Feature in Instagram aims to enhance the user experience by providing a new way for users to discover and listen to their favorite podcasts within the Instagram app. From a business perspective, this feature can help Instagram to retain users within the app, increase engagement, and attract new users who are looking for a platform that combines social media and podcast content.
About The Product
About The Product
Instagram is a popular photo and video-sharing social media application.
Instagram is a popular photo and video-sharing social media application.
Main project goal
Main project goal
The main project goal is to seamlessly integrate podcasts into the Instagram platform.
The main project goal is to seamlessly integrate podcasts into the Instagram platform.
my role
my role
Product Designer
UX Researcher
Product Designer
UX Researcher
time
time
6 weeks
6 weeks
Challenges
Challenges
Instagram has very strict design system guidelines. Everything should have been done by using the existing components to their maximum.
This project was created as a part of the hackathon. We had only 6 weeks to solve a realistic design problem.
Instagram has very strict design system guidelines. Everything should have been done by using the existing components to their maximum.
This project was created as a part of the hackathon. We had only 6 weeks to solve a realistic design problem.
project goals
project goals
Adding a Podcast Feature to Instagram that allows users to discover, share, and listen to podcasts within the familiar social media environment and can differentiate the platform from competitors and attract new users who are looking for a platform that combines social media and podcast content.
Increased user engagement and retention, as users will have more reasons to spend time on the platform.
Expanded user base by attracting podcast listeners who are not currently using Instagram and creating a new channel for them to discover and engage with content.
Adding a Podcast Feature to Instagram that allows users to discover, share, and listen to podcasts within the familiar social media environment and can differentiate the platform from competitors and attract new users who are looking for a platform that combines social media and podcast content.
Increased user engagement and retention, as users will have more reasons to spend time on the platform.
Expanded user base by attracting podcast listeners who are not currently using Instagram and creating a new channel for them to discover and engage with content.
DISCOVERY
DISCOVERY
DISCOVERY
research questions
research questions
Before I started my research, I wrote a list of questions to clarify what I want to learn from the research phase and then I chose my research methods based on those questions.
Before I started my research, I wrote a list of questions to clarify what I want to learn from the research phase and then I chose my research methods based on those questions.
What standalone apps or social media platforms that the users use most for listening a podcast? Who are our strongest competitors? Competitive Analysis
What podcast features do others offer? Competitive analysis
What do users not like in other platforms? What are their pain points? Competitive analysis, Customer Feedback
What we can give to users that other platforms don't have? Competitive Analysis
What strengths and weaknesses do these platforms have in terms of podcast discovery and engagement? Competitive analysis
What standalone apps or social media platforms that the users use most for listening a podcast? Who are our strongest competitors? Competitive Analysis
What podcast features do others offer? Competitive analysis
What do users not like in other platforms? What are their pain points? Competitive analysis, Customer Feedback
What we can give to users that other platforms don't have? Competitive Analysis
What strengths and weaknesses do these platforms have in terms of podcast discovery and engagement? Competitive analysis
Competitive analysis
Competitive analysis
To understand the landscape of podcast platforms and identify potential strengths and weaknesses, I decided to perform a competitive analysis. The chosen competitors -Spotify, Apple Podcasts, Google Podcasts, Player FM, and Pocket Cast- represent a diverse range of offerings in the podcast space. I started my analysis by defining the criteria:
To understand the landscape of podcast platforms and identify potential strengths and weaknesses, I decided to perform a competitive analysis. The chosen competitors -Spotify, Apple Podcasts, Google Podcasts, Player FM, and Pocket Cast- represent a diverse range of offerings in the podcast space. I started my analysis by defining the criteria:
UI
Podcast Discovery & Recommendations
User Engagement
Customization
Size & Diversity of the Podcast Library
Offline Listening/ Automatic Download
Autoplay
Content Search & Filters
Queue
Supported Podcast Formats
Language Support
UI
Podcast Discovery & Recommendations
User Engagement
Customization
Size & Diversity of the Podcast Library
Offline Listening/ Automatic Download
Autoplay
Content Search & Filters
Queue
Supported Podcast Formats
Language Support
After analyzing the competitors I found out:
1) Platforms with effective podcast discovery mechanism with personalized recommendations can gain a competitive edge.
2) Social features promote user interaction and community building, fostering brand loyalty. Features like comments, likes, and shares can stand out.
3) The customization options such as playlist creation, and episode queuing are essential for a podcast listening platform and have a great impact on users' continued use of the platform.
4) Download option and offline listening caters to users in various scenarios, increasing overall user satisfaction.
After analyzing the competitors I found out:
1) Platforms with effective podcast discovery mechanism with personalized recommendations can gain a competitive edge.
2) Social features promote user interaction and community building, fostering brand loyalty. Features like comments, likes, and shares can stand out.
3) The customization options such as playlist creation, and episode queuing are essential for a podcast listening platform and have a great impact on users' continued use of the platform.
4) Download option and offline listening caters to users in various scenarios, increasing overall user satisfaction.
DEFINITION
DEFINITION
DEFINITION
sacrificial concepts
sacrificial concepts
#Idea 1: I sketched a few ideas after my research. The first option I explored was to add a new podcast screen to the existing Instagram app and integrating the scroll feature which users are already engaged with in Instagram’s reels feature, with podcast discovery. This option seemed to be more suitable to Instagram’s existing content discovery features.
#Idea 1: I sketched a few ideas after my research. The first option I explored was to add a new podcast screen to the existing Instagram app and integrating the scroll feature which users are already engaged with in Instagram’s reels feature, with podcast discovery. This option seemed to be more suitable to Instagram’s existing content discovery features.
#Idea 2: Second idea I sketched was to add a new podcast screen to the existing Instagram app, and creating a new feed only for podcasts. Although adding a new podcast page was similar to the first idea, I thought this idea would allow users to access more podcast content through to categorized pages.
#Idea 2: Second idea I sketched was to add a new podcast screen to the existing Instagram app, and creating a new feed only for podcasts. Although adding a new podcast page was similar to the first idea, I thought this idea would allow users to access more podcast content through to categorized pages.
#Idea 3: The third idea I explored was to integrate the podcasts into the existing Instagram’s feed. I wanted to see if podcasts would stand out in the user's feed. At the end of my sketches, I thought that this idea would make the Instagram feed a little crowded and make the usual use of Instagram difficult. Because not every user may find listening to podcasts interesting at first, and seeing podcasts in their feed may drive them away from the application. However, as Podcast on Instagram begins to be adopted by users, it is an update that can be implemented.
#Idea 3: The third idea I explored was to integrate the podcasts into the existing Instagram’s feed. I wanted to see if podcasts would stand out in the user's feed. At the end of my sketches, I thought that this idea would make the Instagram feed a little crowded and make the usual use of Instagram difficult. Because not every user may find listening to podcasts interesting at first, and seeing podcasts in their feed may drive them away from the application. However, as Podcast on Instagram begins to be adopted by users, it is an update that can be implemented.
#Idea 4: My last idea was to create a standalone app for Instagram podcasts. Since one of the goals of this project is to increase user engagement and enable users to spend more time in the Instagram application, and another is to expand the user base by attracting podcast listeners to the existing Instagram app, I thought my 4th idea would not be compatible with these goals.
#Idea 4: My last idea was to create a standalone app for Instagram podcasts. Since one of the goals of this project is to increase user engagement and enable users to spend more time in the Instagram application, and another is to expand the user base by attracting podcast listeners to the existing Instagram app, I thought my 4th idea would not be compatible with these goals.
DEVELOP
DEVELOP
DEVELOP
PROTOTYPE
PROTOTYPE
After a consultation with my design lead and a couple of design critiques, I recommended combining concept 1 and 2 because it’s easy to implement into the existing Instagram app. Since users are already engaged with the scroll feature from Instagram Reels, I thought that first concept has a potential to keep user in the app more, but also was aware of that it may not be enough for some podcast listeners who want to see all the podcasts together as categorized. That is why I decided to combine the second concept into the scroll feature.
After a consultation with my design lead and a couple of design critiques, I recommended combining concept 1 and 2 because it’s easy to implement into the existing Instagram app. Since users are already engaged with the scroll feature from Instagram Reels, I thought that first concept has a potential to keep user in the app more, but also was aware of that it may not be enough for some podcast listeners who want to see all the podcasts together as categorized. That is why I decided to combine the second concept into the scroll feature.
usability testing
usability testing
I was interested in understanding:
How users will navigate and explore podcast content within the Instagram app?
How users will interact with the podcast discovery and recommendation features on Instagram?
If users can easily access and browse different genres, topics, or categories of podcasts?
If users understand how to follow a podcast series and encounter any challenges in accessing and managing their following podcasts and episodes?
If users can easily understand how to keep using Instagram while listening the podcasts?
How users will navigate and explore podcast content within the Instagram app?
How users will interact with the podcast discovery and recommendation features on Instagram?
If users can easily access and browse different genres, topics, or categories of podcasts?
If users understand how to follow a podcast series and encounter any challenges in accessing and managing their following podcasts and episodes?
If users can easily understand how to keep using Instagram while listening the podcasts?
I went for usability tests to show people our prototype with 5 people of various podcast listening and Instagram usage experience.
I went for usability tests to show people our prototype with 5 people of various podcast listening and Instagram usage experience.
Task 1: Learn how users navigate and explore podcast content within the Instagram app
Task 1: Learn how users navigate and explore podcast content within the Instagram app
You’re at home, sitting bored. You decided to check your Instagram to kill some time. You opened Instagram and saw this message. Please tell me what do you think about it and what will you do. You can interact with the prototype as with a normal screen if you wish.
You’re at home, sitting bored. You decided to check your Instagram to kill some time. You opened Instagram and saw this message. Please tell me what do you think about it and what will you do. You can interact with the prototype as with a normal screen if you wish.
Task 2: Determine if users understand how to follow a podcast series and encounter any challenges in accessing and managing their following podcasts and episodes.
Task 2: Determine if users understand how to follow a podcast series and encounter any challenges in accessing and managing their following podcasts and episodes.
Imagine you liked the podcast about getting a better sleep and you want to follow the series, please do that and then find where you can access it later. (specifically asked if they believe they subscribed to a creator or to the podcasts series on this screen)
Imagine you liked the podcast about getting a better sleep and you want to follow the series, please do that and then find where you can access it later. (specifically asked if they believe they subscribed to a creator or to the podcasts series on this screen)
Task 3: Understand how users interact with the podcast discovery and if they can easily access different genres, topics or categories.
Task 3: Understand how users interact with the podcast discovery and if they can easily access different genres, topics or categories.
Imagine you decide to go for a walk. You are learning Spanish and like listening to Spanish podcasts while walking. How would you find a podcast you would love to listen?
Imagine you decide to go for a walk. You are learning Spanish and like listening to Spanish podcasts while walking. How would you find a podcast you would love to listen?
Task 4: Learn if the users can easily understand how to keep using Instagram while listening the podcasts.
Task 4: Learn if the users can easily understand how to keep using Instagram while listening the podcasts.
You liked a Spanish podcast and you've subscribed to it. The next day, you are bored again and you want to finish listening to it while you’re checking your Instagram feed. Tell me how you would do this.
You liked a Spanish podcast and you've subscribed to it. The next day, you are bored again and you want to finish listening to it while you’re checking your Instagram feed. Tell me how you would do this.
Usability Test Findings
4 out of 5 participants found the Podcasts on Instagram feature interesting and worth to try.
2 out of 5 participants struggled to find their following podcasts.
2 out of 5 participants struggled to understand to scroll down the page to explore recommended podcasts.
4 out of 5 participants found the Podcasts on Instagram feature interesting and worth to try.
2 out of 5 participants struggled to find their following podcasts.
2 out of 5 participants struggled to understand to scroll down the page to explore recommended podcasts.
4 out of 5 participants found the Podcasts on Instagram feature interesting and worth to try.
2 out of 5 participants struggled to find their following podcasts.
2 out of 5 participants struggled to understand to scroll down the page to explore recommended podcasts.
DESIGN
DESIGN
DESIGN
iterations
iterations
Based on the usability testing results and the design critiques with my mentor, a key design iteration has been implemented to enhance user clarity and experience.
Based on the usability testing results and the design critiques with my mentor, a key design iteration has been implemented to enhance user clarity and experience.
Iteration #1
Iteration #1
Iteration #2
Iteration #2
Iteration #3
Iteration #3
Iteration #4
Iteration #4
Iteration #5
Iteration #5
Iteration #6
Iteration #6
FINAL DESIGN
FINAL DESIGN
FINAL DESIGN
Walk-through
Walk-through
DETAILS
DETAILS
RESULTS
RESULTS
RESULTS
To evaluate how users use our live version of the app I set the following set of UX metrics:
To evaluate how users use our live version of the app I set the following set of UX metrics:
Number of podcasts and episodes on the platform
User engagements such as the number of listens, shares, comments, and likes on podcasts and episodes
The time users spend listening to podcasts on the platform
Retention rate
Return visits
Episode completion rate
Revenue
Scroll depth on the podcast discovery page
User feedback and reviews
Number of podcasts and episodes on the platform
User engagements such as the number of listens, shares, comments, and likes on podcasts and episodes
The time users spend listening to podcasts on the platform
Retention rate
Return visits
Episode completion rate
Revenue
Scroll depth on the podcast discovery page
User feedback and reviews
I couldn't measure an attitudinal set of metrics because I didn't have an environment for it since developers did not execute the design concept.
I couldn't measure an attitudinal set of metrics because I didn't have an environment for it since developers did not execute the design concept.
Thanks!
Thank you so much for your time for reviewing my portfolio :)
Thanks!
Thank you so much for your time for reviewing my portfolio :)
Thanks!
Thank you so much for your time for reviewing my portfolio :)