New poll feature for Instagram.

This is not done by an official Instagram team. It is a concept designed by the team of Clara Carbonell, Cristina Guardiola and Elías Labarta, as part of a project during /UI Design studies in Ironhack Barcelona.


Instagram decided to add a new feature to its product.

Since the beginning, Instagram has focused on simplicity and inspiring creativity through solving problems with thoughtful product design. As a result, Instagram has become the home for visual storytelling for everyone from celebrities, newsrooms and brands, to teens, musicians and anyone with a creative passion.

The scope of the feature

Enable users to poll on pictures or videos.


As you will see through this text, we opted to take a different approach on the design process. We found some barriers in our way that compelled us to adjust our process to achieve a desirable result.


We took some time to get to the core of the proposed feature so that we could tackle an optimal solution for this feature. We brainstormed what we wanted to learn from our users and we gathered the information together by affinity.

So, after this, we knew what we wanted to learn. Our results were the following:


  • Does affect you depending on what people vote?
  • How do people feel when are voted?
  • Negative comments on social media. How do you deal with it?
  • Do you vote differently depending on your mood?


  • Do you consider voting positive or negative?
  • Do you feel guilty when giving a negative feedback (vote/poll)?


  • When do you vote/poll on your daily routine?
  • Do you like to be voted outside Social Media?


  • Aspects of voting
  • How people rate?


  • Do you expect a vote or comment when you post?
  • Is there any difference when people rate a pic of yourself or a random pic?
  • Voted by friends?
  • Voted by family?


  • Why people vote?
  • Videos vs Photos

Competitive Analysis

We analysed the most used apps that allow users to rate or review in any way. Most of them have a button to give a quick feedback such as like, applause, heart, start… Facebook and Twitter have also survey apps.

Twitter (left pic) and Facebook survey app

Similar features already on Instagram

Until now, there are already three ways to poll and give your opinion on Instagram. Having some similar features already on Instagram made this project a challenge.

All three options are only available on the tray in your Instagram Stories, after taking a photo or video.

(from left to right) The Emoji slider sticker lets you ask more nuanced questions when you want to find out how your friends and followers feel about something. You can set the emoji that best matches your question’s mood.

The Question sticker let you quiz your friends asking open questions. Friends won’t be allowed to see other ones’ answers and you will find your friends’ responses in your story’s viewers list.

The Yes/No poll sticker allows you to write out your own question and customize the poll choices. Friends and followers can immediately start voting and see real-time results.

All of them are designed to poll/ask on a single picture or video.

Lean Survey Canvas

The Lean Survey Canvas helped us to prepare our survey.

Survey Findings

We found out:

62% of users stated that they use Instagram because is visual, and let them to keep updated. Also, 26% of users like Instagram because is fast.

64% of people answer polls on Social Media. Instagram is the second option when users wanted to do it, after Facebook.

The main reason why people vote/answer a poll in Social media is because they like the topic (31%) and 24% claim that they ask/do polls because they wanted to know peoples’ thoughts.

After the survey, the scope was still so broad and we realised our users’ profiles were so different. That is why we decided to take a different approach and drew paper prototypes to test them.

Our Proposal

We pivoted and came up with three different solutions to tackle more contextual based interviews.

  1. The Instatinder: This option uses Tinder left/right swipe to poll for a picture. Here we were wondering where it would be more effective: in the feed or on stories.
Instatinder feature. A poll on which dress fits better.

2. The Grid: This prototype was based on a grid in fourths, where you can put different images and make people vote for their favourite one on your Instagram Stories. It the end, you will find some percentages for you, as a user, to see which one is winning.

3. Facepoll: In this last prototype, we were inspired by Facebook polls and added them into the feed so people could vote and make a more active feed in Instagram. We believed the feed needed more interaction.

Interviews Summary and Testing

After interviewing individuals who fall under the target audience (from regular users, influencers, and users that has a professional account), we got more insights on what our audience wanted.

The second prototype (the grid) was chosen to be the most useful and interesting feature for our users. Most of them considered that it was the one that would fit the best on Instagram because its strong visual appealing.

All of them agreed that the feature should be placed on the story, not on users’ feed. Users like to have a cleaned and controlled feed, they believe that polls would look messy posted there.

Some interviewees mentioned that would like to use the feature for its professional account. And others would only share it with friends through a private message.

We also figured out we should make some changes to our prototype:

  • Add more grid options
  • See life camera in the box when posting a picture
  • Have the possibility to add a title for each picture

After testing all features and we decided to iterate on the Grid option. Based on our interviews, it was the feature users feel more excited and were more engaged. It was also the prototype that stimulates visuals the most, something our users’ really appreciate on Instagram, according to our survey data.

User personas and journey

Emerging from our research and considering that the scope of Instagram is so broad, we identified three personas with different needs and goals:

  • A user that is promoting or is willing to promote its business on the platform.
  • A regular user that is using the platform to entertain himself and follow people that he likes.
  • A user that is using the platform as an influencer (which we set it as our main target).

We created Melissa’s user journeys, where we imagine what is a normal day for her, what she experiences, feels and thinks, focusing on their thoughts and goals on each moment of her day.

Melissa feels really engage when she starts cooking, but feels frustrated when she posts a recipe on Instagram and has not enough likes nor comments. She feels not to know what her audience wants.

Problem Statement

So, we came up with the following problem statement:

Influencers need a way to interact with their users in an engaging and visual way because they want to know their followers’ feedback.


Based on our interviews and user testings we decided to develop different options on how to display new features’ content.

Flexible grid vs. grid switcher
Iterations on display titles and question boxes

Final Prototype:  sticker

We develop and iterate The Grid idea to finally create a PicPoll sticker. The feature is available on the story within the sticker tray. It allows the user to upload from 2 to 6 pictures or videos (from the camera roll or taken directly) and ask followers to vote on their favorite one. Users can vote taping on which one they prefer and the results will be shown in real-time.

The aesthetics follow Instagram guidelines.

Flow 1: Melissa uploads four pictures of her dishes and asked their followers which recipe they want her to share.

Step 01: Choosing 4 grid setting into PicPoll sticker, Step 02: Taking pictures and uploading media from the camera roll, Step 03: Writing text and sharing the poll on Instagram Stories

Flow 2: A Melissa’s follower checks her story and votes for a recipe.


Here you can see how different functionalities work.

Drag and drop a photo to rearrange them
Drag and drop photos to organizse the pictures


One of the most important aspects we have discovered is that you should not always follow the same path when doing a project. We have been learning ways of approaching a project based on the Double Diamond, but sometimes different factors can affect your work and make you follow other directions.

In that , our survey results weren’t consistent. So, based on our learnings on the competitive analysis, we ideated possible solutions. These were tested and redesigned according our users’ feedback to get the final feature.

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