Instagram
Meta
I increased engagement with Instagram’s most valuable target audience by creating a custom AR app.
Context
Instagram influencers and their followers are some of the most engaged AR users. They are a highly valuable segment, but many don’t have visual or coding backgrounds and weren’t able to make custom experiences for their followers using Meta tooling.
Problem
Influencers were utilising competitors to make AR experiences and starting to abandon the platform despite having more followers on Instagram.
Solution
Create an app that enables influencers to create and share unique, immersive experiences no matter their skillset.
Impact
34% increase in AR experiences shared by influencers on Instagram
3x increase in app engagement after introducing educational onboarding
6x the amount of beta participants than targeted
Project was chosen by Zuck to feature at Connect
My work included:
Naming and trademarking the app
Leading strategy for the product in absence of a product manager
Leading the go to market plan and beta participant recruitment
Leading content design for the product, including influencing the design and interaction patterns and writing all of the content
Creating the onboarding flow and leading user testing
Note: The app was never publically released due to the company pivoting away from augmented reality (and instead to mixed reality for AR glasses).
