Based on my user-acquisition expertise, I was tapped to accelerate growth for two nascent investments on Instagram: Instagram TV and Threads. For each, I identified tablestake growth levers, prototyped concepts, secured leadership approval, then prioritized & built with each team.
Creating contextual, seamless entrypoints from mobile to TV
To build sustainable growth for TV, we need to build habits around mobile > TV flows. I designed seamless handoffs between phone and TV across multiple scenarios, taking the user through enabling TV device detection, choosing which TV to cast to, and logging in via QR code.
Casting & QR login
Start from the IG app to login and cast to the TV app in one step. There are multiple prototypes for each scenario, whether it's the first time the user is using the TV app, or if the user doesn't have the TV app installed yet.
Increasing Threads off-platform presence through external sharing
I partnered with a lean team of 1 engineer and 1 data scientist to quickly identify, prototype, test, and ship 11 foundational features to make it easier for people to share and see Threads content off-platform, showing Threads non-users the value of Threads and boosting their consideration to join. In just one half, we drove Threads sessions and DAU and secured more funding with leadership in future halves.
We introduced a new sharesheet with more share option ranking and added new share options, like Whatsapp status and fixed broken Threads content previews across all third party apps.
Redesigned sharesheet
The reworked sharesheet, tuned for fast off-platform sharing while balancing on-platform messaging.
