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Feature Design
Social
Instagram Events
Adding an event discovery feature to Instagram — enabling users to create, discover, and engage with events seamlessly within the platform.
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Role
UX/UI Designer
Tools
Figma
Platform
iOS, Android
Type
Concept / Feature Addition
Team
Solo designer
The Problem
Instagram currently lacks a dedicated events feature, creating friction in the event discovery and promotion workflow. Users struggle to find events they're interested in, promote events effectively, and engage meaningfully with event hosts and other attendees.
The Goal
Improve event discovery and engagement on Instagram by creating a dedicated events feature that enables users to create, discover, and interact with events seamlessly — where discovering, creating, and engaging with events feels effortless and connected.
User Research
I conducted research with Instagram users to understand their current event discovery habits, pain points, and what features would make the experience better.
Pain Points
01
Difficulty in event discovery
Both active and inactive users struggle to discover events on Instagram. Users resort to external platforms like Facebook and Eventbrite for event information, leaving Instagram entirely.
02
Limited event engagement features
Users cannot meaningfully interact with events beyond basic RSVPing or viewing. They shift to WhatsApp, DMs, and Facebook groups for event-related communication and coordination.
03
Desire for increased interaction
Limited visibility and difficulty finding matching events. Event details are shared through third-party apps rather than within the platform, breaking the user flow.
Opportunities from Research
Improved in-app event exploration
Implement event exploration tools for easier discovery — so users don't need to leave Instagram to find events they care about.
Attendee connections
Add features enabling attendee connections based on shared interests and event participation — making events social, not just informational.
Personalized recommendations and sharing
Implement personalized event recommendations and simplified in-app sharing to keep the entire event experience within Instagram.
Key Research Findings
From the research, I developed two user personas representing the core user segments — active event attendees and event hosts/creators.
User Personas
Maya, 24
Content Creator, Brooklyn
"I see cool events on Instagram all the time but by the weekend I've forgotten everything I wanted to do."
Goals
Discover new events matching interests. Connect with like-minded attendees. Save and get reminders for upcoming events.
Frustrations
Scattered event information across platforms. Difficulty finding quality events. Limited networking opportunities at events.
Behavior
Regularly attends events. Relies on Instagram for discovery but switches to other apps for details. Screenshots event posts as reminders.
Alex, 31
Event Organizer, Manhattan
"I want to reach the right audience and manage everything in one place instead of juggling multiple platforms."
Goals
Reach target audience effectively. Manage event attendance and RSVPs. Engage with attendees before and after events.
Frustrations
Limited promotion tools on Instagram. Difficulty tracking RSVPs. No integrated communication features for event updates.
Behavior
Creates and promotes events regularly. Uses Instagram Stories and posts for promotion. Relies on third-party tools for RSVP management.
User Flow
Visualization of the steps users would take to discover, and engage with events, ensuring the process was clear, intuitive, and seamless.
Feature Overview and Details
I created a feature set that helped me define and prioritize the core functionalities that will drive the success of the feature.
Must Have
Calendar
Filter Option
Event Page
Trending Events
Event Alerts
Should Have
Event Discussions
Event Hashtags
Accessibility Features
User Engagement Analytics
Could Have
Customization Options
Won't Have
AI Event Assistant
Low-Fidelity Wireframes
I created wireframes focusing on the core screens — calendar interface for event browsing, events listing with filters, and detailed event information pages — all designed mobile-first.
Usability Testing
I conducted moderated usability testing with 7 participants to validate the event discovery flow, sharing experience, and save functionality.
6/7
Event discovery
6 of 7 users found the event discovery process simple and intuitive, appreciating the familiar calendar pattern for browsing events.
5/7
Event sharing
5 of 7 users were comfortable sharing events directly on Instagram, finding the in-app sharing flow natural and easy to use.
5/7
Save understanding
5 of 7 users clearly understood that saving events adds them to the "Saved" section — matching their existing mental model of Instagram.
Key Validation Areas
01
Simplicity in event discovery
The calendar-based browsing pattern was immediately understood by participants. Users navigated to events without guidance or hesitation.
02
Sharing events via Instagram
Users appreciated being able to share events without leaving the app. The sharing flow aligned with existing Instagram interaction patterns.
03
Clear understanding of event saving
The save-to-collection pattern leveraged familiar Instagram behavior, reducing the learning curve and increasing user confidence.
UI Design Evolution
Based on usability testing insights, I iterated on the design to improve information hierarchy and space utilization.
Iteration 1: Card-Based
Initial design used cards for event display. Issues: visual clutter, poor space utilization, and reduced scannability.
Iteration 2: List-Based (Final)
Streamlined to list format — better visual hierarchy, cleaner interface, improved scannability, and more efficient space use.
Event Details Page
Before
Simple map thumbnail with limited spatial context for the venue location.
After
Integrated full map component showing venue location — improved spatial context and navigation assistance.
Final Design & Prototype
Interactive Prototype
The interactive prototype covers the complete event experience — from discovery through the calendar view, to event details with integrated map, RSVP flow, and in-app sharing.
Learnings & Opportunities
This project reinforced key principles about designing within an existing platform and revealed areas for future exploration.
What I Learned
01
Leverage familiar patterns
Using the calendar view — a pattern users already understand — reduced friction significantly. Familiar interaction models accelerate adoption more than novel ones.
02
Platform alignment is essential
Seamless integration with Instagram's existing design language drove engagement. The feature needed to feel native, not like a separate app bolted on.
03
List beats cards for scannability
Iterating from card-based to list-based layout improved information density and scannability — users could evaluate more events faster with less scrolling.
04
Context drives engagement
Adding the integrated map component to event details significantly improved user confidence in attending — spatial context turned browsing into commitment.
Future Opportunities
Personalized event recommendations
Suggest events based on user history, interests, and social connections — making discovery proactive rather than requiring active search.
Real-time reminders and notifications
Push notifications for upcoming saved events, last-minute availability, and friends RSVPing — keeping events top of mind without manual effort.
Attendee networking features
Enable connections between attendees based on shared interests and event participation — turning events into social networking opportunities.
Results
6/7
Found discovery
simple & intuitive
5/7
Comfortable sharing
events in-app
5/7
Understood save
functionality clearly
7
Usability test
participants
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