Messaging Discovery & Interactions
Messaging on IG is feature-rich, but these features are infrequently used in chats.
Improving discoverability of expressive features in Instagram Direct through building out a Command System was a top priority in the company's H2 roadmap. Also referred to as “shortcuts,” the command system gives users the ability to type @ or / in the composer and trigger a sheet of actions that give them quicker access to the features they use the most—increasing feature discoverability as we add new features to the product.
As the lead designer for this project, I worked closely with XFN (Engineering, PMs, Content, and UXR) to help unblock the team and get design approval from Design & Messenger Leads to prepare for a public test/shipping later this year.
We’ve all had to venture beyond the keyboard in chats
What's the background?
On Instagram, conversations thrive off sharing content to break the ice and unite common interests
Communication is a top priority in Instagram, seen as a place to connect with close friends about what’s happening in the world
Image: Many chats consist of sharing content like posts or reels, and exchanging short replies or quick reactions.
How we structured our project.
But content-led conversations are hard to maintain — there is a desire for more expressive features
The Emerging Problem
In reality, there are a number of expressive features already existing on IG Direct. They are just infrequently used.
Despite releasing new expressive messaging tools like GIFs, power-ups, and stickers, Instagram is still currently behind the leading messaging apps (2 pp behind Messenger and 10 pp behind Snapchat) on new feature discovery, suggesting that users are having trouble discovering features within the messaging composer.
Thus, we asked
HMW help users bring more expression to content-driven conversations?
Reviewing msgr metrics
Taking a look at some numbers, we identified that Commands on Messenger has led to users using expressive features over sustained periods of time. Shipped commands such as /gif and /silent have led to significant positive results on Messenger, suggesting that people find this useful.
YA Daily Active Users
What does this mean for IG?
For IG, commands can provide native text-based entrypoint for surfacing relevant messaging features and a scalable IA, reducing burden on the thread composer. We can see that the composer is already quite crowded, with multiple tappable icons taking up horizontal real estate.
I also worked with a Data Scientist on my team to break down teen usage rates for each tap target of the chat composer (see right). Currently, all expressive features (aside from pictures and stickers) are located within the search icon button. However, this location is hard to access as it only reveals once someone starts typing, and clearly has a low usage rate of 1.7%.
TL;DR – How can we take our learnings from Messenger to successfully bring Commands to IG?
Enable more organic usage of expressive features in content-led conversations that help start and keep the conversation flowing, through /Commands
It Began with Research
1/ UXR REVIEW
I took a look at 4 existing UXR studies to understand users' feelings towards the current state of Instagram and Messenger features.
2/ COMPETITIVE AUDIT
I audited 5 different messaging apps to understand existing patterns and interactions around shortcuts and commands.
Reviewing Existing UX Research
IG Messaging Pain Points
To understand the current landscape, I read through 4 UX research studies and decks about the Direct Message experience in Instagram and Expression in Instagram
1/ EXPRESSION lack
Sharing content helps start conversations, but users still have a hard time continuing them. Sometimes, standalone text or a quick heart double tap isn't enough to fully express a response.
2/ POOR DISCOVERY
It can be confusing to know what features exist that can help users keep the conversation going or segue into a new topic.
3/ access friction
It's challenging to bring expression contextually and naturally to chat-based conversations. It can sometimes feel un-natural to use features midway through a conversation.
4/ short-lived usage
It's easy to forget of expressive features when they might not be top of mind in a thread, which decreases retention of usage. There is usually a lot of digging involved to remember where the features lives.
Source: Confidential UXR Report
How does messaging vary?
Next, I sought to better understand the mechanics of existing command systems through a competitive audit of 5 messaging apps. Each app serves a unique purpose for messaging, which means unique approaches to how they imagine commands/shortcuts. I started by breaking down these different purposes...
A look at slash command & shortcuts across different apps...
I then conducted a competitive audit of command systems in 5 different messaging apps, analyzing how each system performs contextually within a chat. Unfortunately, the full competitive analysis deck is under NDA :(
Research concluded that,
Commands in the current market are geared towards power users or people who desire shortcuts to increase their productivity in the workplace or manage large established communities.
The forward slash mechanism is already an intuitive interaction for these folks, allowing them to access utility based features quickly.
Unlike its competitors, IG is uniquely positioned to build out a differentiated, content-driven messaging experience between a user and the people they care about.
Commands can be leveraged to scale the composer, bring awareness to expressive features, and increase access to features
Identifying Core Product Experiences
After reviewing past research on IG messaging and better understanding the competitive landscape, I generated a set of product principles with my PM to help the team guide the direction of the Commands product experience.
🧩 EASE of access
Provide a rich messaging toolkit that is easy to access and perform
🧠 MUSCLE MEMORY
Keep users coming back to using expressive features, and help them feel confident using them
Interacts with the contextual chat experiences while reducing steps without adding friction
Identifying the Types of Commands
product USE CASES
Next, to probe into how commands will fit into the Instagram ecosystem specifically, I brainstormed different types of command use cases that could best serve our target user. Although my project focuses more greatly on the function of commands, rather than building out specific commands, this distinction will help us understand what kinds of commands we need to design for.
Provides quicker and more natural access to expressive features that already exist within the thread.
Examples include sending a /gif or /sticker, changing the chat /theme, or sending a /location.
Controls how message notify others or when messages are sent.
Want to notify the whole group? Mention all group members with @everyone. After 10pm? Suppress message notifications with /silent.
Adds a personal flare to messages to convey a sense of non text-based expression.
Have a secret? Keep the surprise with /spoiler. Extremely frustrated? Let it all out with /tableflip. Need to be loud? Scream and /shout.
After identifying the types of commands, it can be seen that two types of triggers are necessary:
Entity mentions, mainly for people related mentions, channels etc.
Access to both existing features as well as unique text based actions.
Feature shortcuts: locations, pay, rooms...
Message control: send later, maybe, nickname...
Message style: shrug, spoiler, markup...
Reflecting on Research
how should we guide our ideation?
In the competitive audit done in the Understand phase, the following questions were asked for each app’s command system analysis. While beginning my explorative ideation phase, I kept these questions in mind to ensure that my designs aligned well the the project's goals.
How do I discover & find commands?
awareness & access 🧠
How can I learn & remember how to use features?
education & memory 📕
How does using features feel when I’m in a conversation?
hypothesizing the designs
Keeping the above questions in mind, the next phase focused on exploring a wide variety of new approaches to creating an effective command system product experience. I generated ideas in 3 "buckets" that lay the foundation of the commands primitive, and evaluated each bucket on a set of metrics that each address the three product principles above, in order to land on the best option.
Bucket #1: The Picker
First, let's take a look the different variations of the command picker itself, which is triggered by typing @ or /.
Floating, No Tabs
Sheet, No Tabs
To determine which options aligned best with the product principles (see above) and project goals, each option was evaluated against a set of metrics, specific to the ideation bucket. The metrics (x-axis headers) address the principles and themes found in the research phase.
Bucket #2: Input Mechanics
Next, I explored different ways to input commands, including how the command is applied and how arguments are inputted.
Bucket #3: Discovering Commands
Finally, I explored variations of command discovery, which generated ideas on how to make users aware of the feature.
Upsell in Sheets
Here's how the command system works... 🥁
We learned from MSGR UXR that people need help discovering commands in ways that feel natural to them 🌱