Adding an event discovery feature to Instagram - letting users create, discover, and engage with events seamlessly, without ever leaving the platform.
The Problem
Instagram lacks a dedicated events feature, creating friction in event discovery and promotion. Users struggle to find events they care about, promote events effectively, and engage with hosts and other attendees - so they leave for Facebook and Eventbrite.
The Goal
Create a dedicated events feature where discovering, creating, and engaging with events feels effortless and connected - keeping the entire experience inside Instagram.
User Research
01
Users resort to Facebook and Eventbrite for event info, leaving Instagram entirely.
02
No meaningful interaction beyond RSVPing or viewing - coordination shifts to DMs and group chats.
03
Event details get shared through third-party apps, repeatedly breaking the user's flow.
Opportunities from Research
01
Event exploration tools for easier discovery - so users don't need to leave Instagram to find events they care about.
02
Features that connect attendees based on shared interests and event participation - making events social, not just informational.
03
Personalized event recommendations and simplified in-app sharing to keep the entire experience within the platform.
Personas
"I see cool events on Instagram all the time, but by the weekend I've forgotten everything I wanted to do."
"I want to reach the right audience and manage everything in one place instead of juggling platforms."
User Flow
Feature Prioritization · MoSCoW
I used a MoSCoW matrix to decide what shipped first - prioritizing the discovery and engagement features users needed most.
Out of scope for this iteration.
Low-Fidelity Wireframes
I wireframed the core screens - a calendar interface for browsing events, an events listing with filters, and detailed event pages - all designed mobile-first before adding visuals.
Usability Testing · 7 participants
Design Evolution
Based on what I learned in testing, I refined the design to improve information hierarchy and space utilization.
Final Design & Prototype
The interactive prototype covers the complete event experience - from discovery through the calendar view, to event details with an integrated map, RSVP, and in-app sharing.
Interactive prototype
Learnings
01
The calendar view - a pattern users already understand - reduced friction. Familiar models accelerate adoption more than novel ones.
02
Seamless integration with Instagram's design language drove engagement. The feature had to feel native.
03
Moving from cards to a list improved information density - users evaluated more events faster, with less scrolling.
04
Adding an integrated map to event details turned browsing into commitment by giving spatial confidence.