Trigger setup for Instagram journeys

This case study explores the transformative journey of Instagram triggers. With BIK journeys, businesses can create automated chat journeys on Instagram and WhatsApp for various use cases. The setup of Instagram triggers involves initiating any chat journey based on captured Instagram events.

About BIK chat journeys

BIK is a marketing tool for D2C brands to increase engagement and conversion through social media. BIK journeys involve use of journey builder that helps businesses automate their engagement with customers on Instagram and WhatsApp. These journeys are basically chat journeys which helps businesses eliminate or reduce human intervention, cater to a larger audience and save time.

Context

On BIK chat journeys are created on a journey builder which has the capability of creating rule-based chat journeys. These rules were triggers, conditions, actions and messages. Any chat journey was initiated when the conditions of triggers are met and these triggers can be any store event or social media event.

Now till this time most of the journey creation were handled by support team at BIK and clients used to modify the journey as per there requirement. We wanted to increase the journey creation by our clients so we started our work around that. We decided to start with the first step of journey creation that was trigger creation. Now most of our clients were interested in Instagram automation and most of the modification were done for Instagram journeys. So we decided to improve the trigger setup using Instagram events first and then improve other trigger for other events.

My role

I worked as a solo UX designer on this project, collaborating closely with 1 Product manager, 1 Engineering manager, 2 Frontend engineer and 1 backend engineer and 1 QA.

Research

User research

By this time we were already attending regular client calls to understand their pain points and requirements with BIK and marketing. So we had a good understanding of the gaps and pain point in the current user flow. To understand the requirements for creating Instagram triggers we had a few calls with some of our clients like Mirragio, Firebolt and XYXX who had Instagram marketing as their priority. With these calls our objective was to understand Instagram events important for them and pain points in current setup. Some important insights that we were able to gather are listed here:

• The existing Instagram tiggers was based on the query builder used for segment creation. So user’s have to formulate the triggers in a specific way to fulfil their use case.
• The existing setup did not allowed ‘exclusion of some events’ which was required by many of our clients. For example, they wanted to run chat journey of all posts excpet some posts.
• The trigger created in the existing design created a sentence which usually made nosense and since it was intended for handling store events for customer segments creation. And this was very confusing to use.
• The chance of making error was more in the current setup which was a problem of the query builder in general. This was creating a lot of frustration to our clients by obstructing their workflow.
• The query builder provided too much flexibility which was making the trigger creation process complex. For example, for activity ‘comment’, user can set ‘comment contains …’, ‘comment is …’ etc. , but the objective of our users were getting fulfilled with only ‘comment contains …’ so other options were just increasing the cognitive load.
• There were a lot of clicks involved in between the user clicking on the trigger block to add trigger to actually selecting the type trigger user wants to add.
  Trigger > Add trigger > Select type > Select type of user activity> Trigger setup .

Objective

As a user I should be able to setup Instagram triggers for Instagram chat journeys. The user should be able to setup Instagram triggers. Improve the experience of setting up of Instagram triggers for Instagram journeys and remove the touchpoint with CX team at BIK.

User persona

• Social media marketing managers at D2C brands.
• Has interacted with users directly on social media.

Challenges

Scalability : The new UX for Instagram triggers setup should be able to accomodate or support other triggers (Event and keyword triggers) which will be improved in future in away that whole trigger setup flow has consistent design.

Roughwork

Understanding the journey builder and trigger creation

To gain a clearer insight into Instagram triggers, it is essential to understand BIK’s chat journey builder. This will provide a better understanding of the trigger and the problem we are trying to solve here.

How does the Journey builder works

A journey is built using four blocks - Trigger, condition, action, message (Instagram or Whatsapp).

• Trigger - Initiates a chat journey when the conditions are met.
• Condition - If/ Else condition to solve for different scenarios.
• Actions - For taking any action in the backend based on user input in the chat.
• Message - Contains the message that will be sent to the customers.

Adding a trigger

Addition of trigger is supposed to be the first user action. User has to add the trigger based on when the journey is supposed to start. It can be a message from customer, some store event or some Instagram event.

Creating Instagram triggers in Journey builder

To create Instagram trigger, define user action whether it will be a comment on post/ reel, a reaction on story or a reply on story. Then add conditions to defines comment, story, post and reel.

The setup used here was initially designed for event based triggers where it was making some sense. When Instagram journeys as a functionality was added, we used the same setup to create Instagram journeys. So it appears to be somehow getting managed using this setup.

Ideation

After breaking down the current user journey and design, we started brainstorming on how we can improve the experience, add more functionalities and have room for scalability. We jot down some ideas based on which further development was done.

• Before reaching the creation screen a lot of selection is done to define the type of trigger. These selection can be clubbed, so that trigger selection happens once.
• The side panel which opens when adding trigger seems unwanted initially but is important when multiple triggers are added.
• When creating trigger the UI has to be directional so that moving ahead in the user journey user has an understanding of what they are creating.
• There were specific user actions that can happen on Instagram.

Early iteration

After it was clear where we can improve and what we have to improve, I started working on high level designs to figure out which user flow works and what design will be intuitive for our user base. I had created a few iterations and had a few discussions on those iterations which eventually helped in creating the final design.

Final designs

After multiple rounds of iterations and feedback these designs were finalised and went to development.

Addition of triggers

When user clicks on ‘Add trigger’, a modal opens up where all triggers are shown to them and based on their requirement they can select that trigger. We separated each trigger in this step so that in the next step only creation inputs are required.

Creation of triggers

For comments on post

Businesses can trigger any journey whenever someone comments on their post on Instagram just by specifying the post and comment. Even if they don’t specify, by default ‘Any’ option for post and comment is selected so for businesses who don’t want to create journeys repeatedly can use this option to automate for all posts.

Similar setup is for reels and ads. They have been provided as separate options to keep the creation simple and in case of adding specific posts or reels its easier to find the required posts or reels.

For replying or reacting on a story and mentioning someone on story

For any story that the businesses put on their Instagram account, people can react and reply on them. When this happens businesses can trigger some chat journey. Here just by taking single input we are catering to all the possibilities for this event.

📊 Results

After the project was live we saw a spike on the use and setup of Instagram journey. After 2 months of this being live, 65% of total users were creating and editing their chat journeys.