Two moments inside larger launches, at the level where the judgment actually happened: the problem, my reasoning, what I rejected, and what changed after it shipped.
Instagram for TV login screen • MVP → Post-launch update
THE PROBLEM
We were seeing a big drop-off from download to login on the TV app after the MVP launched. The login screen’s headline anchored on a co-watching value prop, which tested well in research as a top use case for IG on TV. We also knew from research that people were wary of adding their account to a shared device, so the screen offered account creation too — leaving two competing CTAs with nothing to explain the choice and no clear hierarchy between them. The first instinct across the team was that this was a copy problem.
Login screen at MVP launch. Value prop scoped to specific use case. Create account not framed as privacy option. Competing CTAs and instructions. All on top of an animated background image.
MY APPROACH
The opportunities to refine content were clear, but I didn’t think that was the core issue. If you put a giant QR code on the screen, most people will use it to log in — and ours was on top of an animated background image. During QA tests, my phone camera struggled to recognize the code and it turned out other team members experienced the same thing. My hypothesis was that switching to a static image would move conversion more than any headline would. But we didn’t have any data on why users were dropping off, and mine wasn’t the only theory.
Post-launch update. Headline anchored on core IG value people already believe in. Clarified existing vs. new account options to address privacy concerns. Changed animated background to a static image.
It could be the value prop wasn’t resonating, or maybe it wasn’t clear you could set up an account just for TV. So I explored alt headlines built on other value props, getting the team aligned on one that reflected Instagram’s core brand positioning, and added context to better explain the account options. We also replaced the background image, then shipped all the changes at once.
ALTS EXPLORED
We considered a wide range of headline options within different messaging territories. These are just a few of the directions we passed on, and why.
At first, the team wanted to eschew the value prop for a simple announcement. But users only see this screen after downloading the app, so I advocated against what felt like empty language that doesn’t build momentum.
Building on that approach, we looked at an option that still leaned into the branding while also emphasizing differentiation — no other streamer has content like Instagram. But it didn’t say why: personalized content based on your interests.
This less direct, more ad-like headline signals unique value and creates intrigue via the Instagram advantage of endless short-form entertainment. Better as a campaign line, though. Here, a clear tie to the core product people love is best.
OUTCOMES AND NEXT STEPS
QR scanning was seamless in team dogfooding after the changes, which I think supports the background theory. But we didn’t isolate variables and test results were still pending when I left the team, so the actual impact of these changes on conversion is unknown.
Everyone agreed the content updates addressed the other theories, and we had more product and design improvements lined up — including a significant user flow/IA change I proposed — to continue optimizing this step in the funnel.
More of my work on Instagram for TV →