My Role
Software Engineer, iOS & Web
Why is it my favorite project?
1. Huge impact: 8% CTR and 9.3% MoM follower growth for professional accounts.
2. We got to design a whole new screen on IG, which is an extremely rare opportunity.
Problem & Goal
Small and medium business accounts are having a hard time growing followers on IG — we need to help them increase exposure.
What surfaces can we tackle this problem on?
The team can add features to Profile, Stories and Reels without running into ownership overhead.
We decided to pick Profile for the following reasons:
1. Large traffic.
2. This is the most visited surface for SMB accounts.
But IG Profile is very crowded
We need to find a way to utilize the real estate on the limited space on Profile.
We notice the category label would be the perfect fit
It's static and not interactive.
Final Design
Tapping the category label opens a dedicated "Explore businesses" discovery feed. Visitors see a visual 3-post grid for each recommendation to evaluate them at a glance, driving +9.3% MoM follower growth.