The Instagram profile is among the most iconic surfaces today. It needs to work across prominent figures with 100M followers as well as people who want to connect with their closest friends. Over time, profile has become too precious and risks no longer serving the friend connection use case. 50% of people under 24 have less than 3 grid posts. I lead an update vision and strategy for profile that solves for the following:
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01
Low-key self expression
People have nowhere to share the different facets of themselves without the fear of broadcasting widely.
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02
Quiet broadcasting
People can't tell when friends refresh their profile, but don't want to announce any new changes too loudly on their own profiles.
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03
Reaching out
There's no low-stakes way to reach someone you want to know. Waiting on a story or note is passive; a cold message feels far too high-pressure.