challenge

People find shopping inspiration on Instagram but tend to purchase products offsite.

solution

Make it easy for people to discover, consider, and purchase products directly on Instagram. Products and features include:

  • Shops on profile: Enable customizable digital storefronts that let people shop directly from Instagram business profiles

  • Live shopping: Allow viewers to buy products directly from videos in real time

  • Notifications: Update people about brands and products they recently engaged with, when relevant updates are available (e.g. new products, sales)

  • Reminder ads: Enable people to set reminders for product drops and events

  • Promo ads: Help people easily apply promo codes to their orders

  • Email capture: Help businesses connect with potential customers

IMPACT

  • Introduced a new Commerce design system for Instagram with content-specific guidance for shopping UI components

  • Partnered with content designers across Meta to develop terminology playbooks and other content standards that scaled beyond Instagram

  • Developed content variants and design prototypes for user research and testing

  • Finalized buyer, seller, and creator experiences for Instagram and Ads Manager, getting approvals from relevant stakeholders (e.g. legal, policy, marketing)

  • Increased iRev, ad supply, and engagement metrics (e.g. CTR, scroll depth)