Mock - Ruchi - 7/10/2025

Product / problem statement - Optimize instagram for teenagers 
Engagement is up, pressured on health and well being of teenagers 
US market 
Why - Improve LTV, overall engagement and retention by addressing factors leading to mental health and well being for teenagers in US

Users -
Teenagers 
- Casual
- Moderate 
- Heavy >> Prioritize 
Guardians / family members

Other adults - 18+ 
- Creators
- Viewers 

Platform data users
- Advertizers 
- Moderators 
- Regulators 

Journey / Pain points
Sign up and onboard to app - N/A
Create content 
- Posting content that's not age appropriate content
- Not knowing what content may cause mental health harm
Engage - Get notified, react on the content 
- Getting overwhelmed with heavy influx of notifications 
- Getting stressed seeing aggressive comments/reactions
Re-engage to consume new content 
- Doomscroll. Not knowing when to stop >> P1
- Not knowing what to consume next once I'm hooked 

Solutions 
1. Start nudging users after time limit & gamify
2. Parental controls 
3. AI-summarization of notifications and nudging users on downsides of further spending time scrolling 
4. Redirect to helpful, interesting educational content or resources to destress >> P1

Metrics
NSM - Engagement on feed/Reels after redirect is triggered and 2+ min of content is consumed subsequently per DAU

 