User Persona for Instagram app

Problem statement

A few months after launching our Instagram mobile app, we observed declining user engagement. To address this issue, we conducted user research to better understand user needs and pain points.

Platform & Device Platform

• Platform: Mobile App (iOS/Android)
• Device: Smartphone

Research approach

• User Interviews – to gather in-depth qualitative feedback.
• User Feedback Analysis (Reviews) – to identify recurring themes and concerns.

User persona process

• Collected insights from users.
• Identified key user segments.
• Defined distinct user personas.

Conclusion

Based on the findings, users were segmented into two primary personas: Creators and Watchers. These groups have different needs, goals, and frustrations, though some challenges overlap. Creators focus on content production, while Watchers primarily consume content, potentially requiring different solutions to improve engagement.

These insights can serve as a foundation for future improvements, helping to develop targeted solutions that enhance the overall user experience and drive engagement.