How I Designed a Better Event Discovery Experience on Instagram

Adding an Instagram events feature to improve event discovery.

The Problem

Instagram lacks a dedicated events feature, which makes it difficult for users to create, discover, and engage with events. Without this functionality, promoting events and connecting with others in an organized manner becomes a challenge.

“Users crave a more seamless, social, and interactive event experience on Instagram - where discovering, creating, and engaging with events feels effortless and connected”

User Research

Key Findings

    • Pain Points: Both active and non-active users face challenges in discovering events on Instagram.

    • Current Behavior: Users often resort to external platforms for event information, pointing to a gap in the current event discovery system.

    • Opportunity: There is a clear need for improved in-app tools for event exploration, making it easier for users to find relevant events directly on Instagram.

    • Pain Points: Users struggle to engage meaningfully with events beyond basic viewing or RSVPing. Users cannot easily interact with event hosts or other attendees during an event.

    • Current Behaviors:If users want to engage with others about an event, they often turn to external platforms like WhatsApp, Instagram DMs, or Facebook groups to chat, share thoughts, or network—indicating a lack of integrated tools within the event platform itself.

    • Opportunity: Implement features that allow users to connect with other attendees based on shared interests, goals, or participation in similar events. Implement features that send reminders about events.

    • Pain Points: Users struggle to find events that match their interests due to limited visibility in the interface.

    • Current Behavior: Users do not interact with events and share event details through third-party messaging apps or Instagram DMs instead of directly within the platform.

    • Opportunity: Implement personalized event recommendations based on user interests, previous attendance, or social circles. Simplify the process of sharing events directly on the platform.

Personas & User Flow

User Personas

Two key personas to represent Instagram event users, highlighting the needs and priorities of attendees.

User Flow

Visualization of the steps users would take to discover, and engage with events, ensuring the process was clear, intuitive, and seamless.

Feature Overview and Details

I created a feature set that helped me define and prioritize the core functionalities that will drive the success of the feature.

Exploring Design Solutions through Low-Fidelity Wireframes

I created low-fidelity wireframes to focus on the layout and functionality. This helped me quickly map out key screens like my calendar, events screen, events details.

Usability Test Insights

Simplicity in Event Discovery

90%

of users

Sharing Events via Instagram

80%

of users

Clear Understanding of Event Saving

80%

of users

Final Outcome

The final prototype demonstrates how user interactions have been enhanced through thoughtful design choices and intuitive navigation. This section serves as a visual representation of the design's effectiveness in meeting user needs and providing an improved experience.

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