Alex Gervais ✦ Product Design Portfolio

CASE STUDY

Helping social teams grow TikTok and Instagram traffic

ROLE

Product design, User research

Product design

TIMELINE

Jan 2022 - Mar 2022

Apr 2021 - June 2021

TEAM

Jacqueline Yue, Mireille Keuroghlian, Kevin Merritt, Brooke Weil, Nathan O’Brien, Dominic Hanzely

Jacqueline Yue, Mireille Keuroghlian, Kevin Merritt, Cody Pumper

Instagram and TikTok are a massive source of traffic to Buzzfeed and it’s important brands like HuffPost, Complex, and Tasty. All traffic from Instagram and TikTok comes from BuzzFeed’s custom link-in-bio pages, which get millions of visits per week.

OPPORTUNITY

Social teams didn’t have the tools they needed to provide a great audience experience on link-in-bio pages

The only way to edit the pages was to speak to engineer who would need to do a small code change. This could take hours and sometimes days depending on the workload of the engineers.

The result was pages with broken links, duplicate posts, and missing posts. Social teams had no way to promote special events, merchandise, and re-promote high performing posts on TikTok and Instagram, leading to lots of lost traffic.

SOLUTION

Redesigned the pages to make better use of the available space, added dark mode, and a way to promote posts at the top of the page