Through qualitative research, we knew that people didn't join Instagram because our website was outdated, slow, and plastered with upsells.

I did countless hours of research on Apple App Clips and immediately found our solution - we could now let people use Instagram features (such as the Reels tab or Camera) without them having to install anything on their phones. This would be beneficial to people who may not have an account but still want to "try" Instagram before Joining.

Entrypoint

Users without the Instagram app installed get a entrypoint into the App Clip.

On mobile, we drop users into the experience after tapping links (versus bringing them to the website)

On mWeb, we show a new, contextual upsell that allows users to enter the App Clip or stay in Safari.

Contextualized Upsells

Redesigned upsells that are based on the action a user takes.

Upsells also only trigger when a player takes an action, meeting them at their highest moment of intent.

End Card

At the end of the experience, we prompted users with a App Store card where they are able to install the IG app without leaving the expereience.

Using data, I was able to identify that 4 videos was the sweet spot in our original experience where users converted the most. We applied that logic to the App Clip experience.

Bringing the Reels tab experience to non-users came with its challenges, but I wanted this experience to feel natural and true to the app.

I only made minor changes to the UI, while still incorporating growth elements such as upsells and a discovery experience. Ultimately, this experiment tested well with more than 396k people signing up for Instagram through this experience.