Instagram Nearby Reels
I designed Instagram Nearby Reels with the goal of using location as a bridge between global discovery and local connection — while balancing social discovery, entertainment, and privacy. The experience combined a broad IP-based approach with a precise, local, privacy-conscious Location Services integration. Safety and privacy controls ensured users could explore location-based discovery confidently, regardless of their settings.
I designed Instagram Nearby Reels with the goal of using location as a bridge between global discovery and local connection — while balancing social discovery, entertainment, and privacy. The experience combined a broad IP-based approach with a precise, local, privacy-conscious Location Services integration. Safety and privacy controls ensured users could explore location-based discovery confidently, regardless of their settings.
I designed Instagram Nearby Reels with the goal of using location as a bridge between global discovery and local connection — while balancing social discovery, entertainment, and privacy. The experience combined a broad IP-based approach with a precise, local, privacy-conscious Location Services integration. Safety and privacy controls ensured users could explore location-based discovery confidently, regardless of their settings.
Result: Successful large-scale first test with 50M users, generating strong engagement and validating location as a bridge between global discovery and local connection. The IP-based version shipped and tests continue to run globally, while rollout of the Location Services feature was paused for a broader strategic rethink of Instagram’s location strategy.
Result: Successful large-scale first test with 50M users, generating strong engagement and validating location as a bridge between global discovery and local connection. The IP-based version shipped and tests continue to run globally, while rollout of the Location Services feature was paused for a broader strategic rethink of Instagram’s location strategy.
Result: Successful large-scale first test with 50M users, generating strong engagement and validating location as a bridge between global discovery and local connection. The IP-based version shipped and tests continue to run globally, while rollout of the Location Services feature was paused for a broader strategic rethink of Instagram’s location strategy.
Company
Meta
Project Type
Flagship, Social, Engagement
My Role
Product Design, Privacy
Year
2023
Users Impacted
50M+ test
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