Designing a better first impression for Instagram
Redesigning Instagram’s mobile web homepage to highlight its value and drive app adoption.
Growth Acquisition Team
Senior Product Designer
2018 - 2021
Redesigning Growth:
How I Helped Instagram Scale
From 2018 to 2021, I led the design strategy and execution for Instagram’s Growth Acquisition team, driving initiatives that helped the platform grow from 800M to 1.6B monthly active users.
I defined and championed the logged-out experience strategy, making Instagram more accessible to non-users and increasing engagement and conversion.
A key initiative was redesigning Instagram’s mobile web homepage, leading to the platform’s most successful growth experiment, significantly increasing native app adoption.
INSTAGRAM GROWTH ACQUISITION TEAM
North star concept
Turning Visitors into Engaged Instagram Users
Instagram’s mobile web homepage was a key entry point, but it wasn’t converting users at scale.
Many non-users didn’t see enough value in Instagram, leading to lower retention rates on mobile web.
My goal: Redesign the homepage to drive app adoption and showcase Instagram’s relevance to new users.
CONTEXT
Leading Strategy, Execution & Stakeholder Buy-In
I defined design & product strategy, drove cross-functional collaboration and alignment across teams to secure leadership support.
From pixels to prototypes to production, I was involved at every step of the project lifecycle.
Transformed research into action, using data and testing to deliver meaningful improvements.
Prototypes
Pixels
Production
MY ROLE
Previous homepage
Unclear Value &
Lack of Relevance
Non-users didn’t find Instagram’s content relevant, useful, or for people like them.
The homepage failed to communicate why they should join, missing key engagement drivers.
USER PROBLEM
Low Retention & Weak Conversion on Mobile Web
Retention was significantly stronger on native apps, but the mobile web homepage wasn’t driving adoption.
Only a small percentage of visitors signed up or downloaded the app, limiting Instagram’s growth potential.
BUSINESS PROBLEM
North star concept
A Homepage Designed to Inspire & Convert
Created a clear path to drive app adoption, emphasizing the best experience for retention.
Refined messaging to highlight Instagram’s value, and address non-user feedback.
Simplified the UI, guiding users toward app download actions.
SOLUTION
North star concept
A Major Growth Win
for Instagram
Boosted conversion rates, turning more logged-out visitors into engaged app users.
Strengthened Instagram’s acquisition funnel, improving first-touch engagement.
Achieved the biggest MAU lift within Instagram Growth from 2018–2021.
IMPACT
North star concept
Previous homepage
Wearing Multiple Hats
to Drive Success
Got my hands dirty and co-led the Instagram Acquisition team for 3 months without a PM.
Took on content strategy responsibilities, filling the gap for 4 months while hiring a new Content Strategist.
Gained leadership buy-in for the multi-milestone redesign project by delivering early growth wins, and strategy for scaled growth.
CHALLENGES
Want to learn more about this project?
Message me at hello@natecooper.io
Curious about my previous work, check out my LinkedIn
Or hop back to the homepage
👋 THANKS FOR STOPPING BY
The Power of First Impressions & Iteration
A clear, research-backed value proposition is essential to convert first-time users.
Optimizing the first-touch experience has a direct and lasting impact on user acquisition.
Continuous iteration through data and experimentation leads to scalable growth.
LEARNINGS
Growth Acquisition Team
Senior Product Designer
2018 - 2021
North star concept
CONTEXT
Turning Visitors into Engaged Instagram Users
Instagram’s mobile web homepage was a key entry point, but it wasn’t converting users at scale.
Many non-users didn’t see enough value in Instagram, leading to lower retention rates on mobile web.
My goal: Redesign the homepage to drive app adoption and showcase Instagram’s relevance to new users.
Prototypes
Pixels
Production
MY ROLE
Leading Strategy, Execution & Stakeholder Buy-In
I defined design & product strategy, drove cross-functional collaboration and alignment across teams to secure leadership support.
From pixels to prototypes to production, I was involved at every step of the project lifecycle.
Transformed research into action, using data and testing to deliver meaningful improvements.
INSTAGRAM
GROWTH ACQUISITION TEAM
Redesigning Growth:
How I Helped Instagram Scale
From 2018 to 2021, I led the design strategy and execution for Instagram’s Growth Acquisition team, driving initiatives that helped the platform grow from 800M to 1.6B monthly active users.
I defined and championed the logged-out experience strategy, making Instagram more accessible to non-users and increasing engagement and conversion.
A key initiative was redesigning Instagram’s mobile web homepage, leading to the platform’s most successful growth experiment, significantly increasing native app adoption.
Previous homepage
USER PROBLEM
Unclear Value & Lack of Relevance
Non-users didn’t find Instagram’s content relevant, useful, or for people like them.
The homepage failed to communicate why they should join, missing key engagement drivers.
North star concept
SOLUTION
A Homepage Designed to Inspire & Convert
Created a clear path to drive app adoption, emphasizing the best experience for retention.
Refined messaging to highlight Instagram’s value, and address non-user feedback.
Simplified the UI, guiding users toward app download actions.
CHALLENGES
Wearing Multiple Hats to Drive Success
Got my hands dirty and co-led the Instagram Acquisition team for 3 months without a PM.
Took on content strategy responsibilities, filling the gap for 4 months while hiring a new Content Strategist.
Gained leadership buy-in for the multi-milestone redesign project by delivering early growth wins, and strategy for scaled growth.
IMPACT
A Major Growth Win for Instagram
Boosted conversion rates, turning more logged-out visitors into engaged app users.
Strengthened Instagram’s acquisition funnel, improving first-touch engagement.
Achieved the biggest MAU lift within Instagram Growth from 2018–2021.
LEARNINGS
The Power of First Impressions & Iteration
A clear, research-backed value proposition is essential to convert first-time users.
Optimizing the first-touch experience has a direct and lasting impact on user acquisition.
Continuous iteration through data and experimentation leads to scalable growth.
BUSINESS PROBLEM
Low Retention & Weak Conversion on Mobile Web
Retention was significantly stronger on native apps, but the mobile web homepage wasn’t driving adoption.
Only a small percentage of visitors signed up or downloaded the app, limiting Instagram’s growth potential.
North star concept
Previous homepage
👋 THANKS FOR STOPPING BY
Want to learn more about this project?
Message me at hello@natecooper.io
Curious about my previous work, check out my LinkedIn
Or hop back to the homepage
