Justin Yang
Using your Instagram & TikTok bio section to drive traffic to your website, online shop, or blog with a custom Link in Bio page.
Product Design
Overview
Link in Bio is a mini web page embedded in your Instagram and TikTok profiles, making your content clickable and easier to discover. In late 2023, Later discovered that most new sign-ups were coming from mobile users, with a significant portion driven by the Link in Bio feature. However, the mobile app lacked adequate customization options for Link in Bio, which were only available on the desktop app. This gap left new users frustrated, contributing to increased churn. Recognizing this, the mobile team revised its roadmap to prioritize delivering a comprehensive Link in Bio feature on the mobile app.
As the design lead, my role involved facilitating brainstorming sessions with stakeholders, collaborating closely with the research team, and ensuring the mobile experience aligned with user needs and business goals.
Link in Bio is a mini web page embedded in your Instagram and TikTok profiles, making your content clickable and easier to discover. In late 2023, Later discovered that most new sign-ups were coming from mobile users, with a significant portion driven by the Link in Bio feature. However, the mobile app lacked adequate customization options for Link in Bio, which were only available on the desktop app. This gap left new users frustrated, contributing to increased churn. Recognizing this, the mobile team revised its roadmap to prioritize delivering a comprehensive Link in Bio feature on the mobile app.
As the design lead, my role involved facilitating brainstorming sessions with stakeholders, collaborating closely with the research team, and ensuring the mobile experience aligned with user needs and business goals.
Role
Role
Design Lead
Design Lead
Duration
Duration
8 Months
8 Months
Released
Released
11/25/2024
11/25/2024
Contribution
Contribution
Shaping Session
Research
Wireframing
Prototyping
Usability Tests
Shaping Session
Research
Wireframing
Prototyping
Usability Tests
Impact on Business
By introducing Link in Bio to Later’s mobile users, it led to significant improvements in key business metrics. Within the first month after releasing the feature:
By introducing Link in Bio to Later’s mobile users, it led to significant improvements in key business metrics. Within the first month after releasing the feature:
$1.1M
Net New Annual Recurring Revenue (ARR)
Net New Annual Recurring Revenue (ARR)
56%
Increase in sign up to trial start conversions
Increase in sign up to trial start conversions
Challenge
How can we help content creators manage their Link in Bio page on the go?
Our target audience of brands and creators primarily use their mobile device to manage their social media content.
Our target audience of brands and creators primarily use their mobile device to manage their social media content.
We discovered that the Link in Bio feature was missing its customization features on the Later mobile app.
We discovered that the Link in Bio feature was missing its customization features on the Later mobile app.
Design Solution
The final Link in Bio feature offers a fast and intuitive website builder that fits in the palm of your hands. The design prioritizes real-time customization, enabling users to modify their site while simultaneously previewing changes, ensuring efficient feedback within the constraints of limited screen size.
The final Link in Bio feature offers a fast and intuitive website builder that fits in the palm of your hands. The design prioritizes real-time customization, enabling users to modify their site while simultaneously previewing changes, ensuring efficient feedback within the constraints of limited screen size.
Real-Time Customization
With numerous customization options — including fonts, block designs, and pre-built themes — providing fast visual feedback for changes made to your Link in Bio page was essential.
With numerous customization options — including fonts, block designs, and pre-built themes — providing fast visual feedback for changes made to your Link in Bio page was essential.
Designed for Efficiency
Since mobile users are often on the go, the design solution is optimized to make adding and editing blocks effortless. The optimized interface enables quick actions and reduces friction.
Since mobile users are often on the go, the design solution is optimized to make adding and editing blocks effortless. The optimized interface enables quick actions and reduces friction.
Save Time and Effort
Rather than constantly checking the visual consistency of your live Link in Bio page from desktop, you can now view it directly from your phone and make necessary tweaks to your page.
Rather than constantly checking the visual consistency of your live Link in Bio page from desktop, you can now view it directly from your phone and make necessary tweaks to your page.
Takeaways
The Link in Bio feature on mobile represented a significant investment for Later, taking nearly a year to launch on the iOS App Store. However, it delivered valuable tools for our target audience while capitalizing on the surge in mobile traffic. This project was a humbling yet rewarding experience, as it involved building a full-scale website builder from the ground up within the existing mobile app—a true zero-to-one effort. The lengthy process also emphasized the importance of collaboration. With a number of unexpected blockers along the way, teamwork and quick problem-solving were key to staying on track and meeting deadlines.
The Link in Bio feature on mobile represented a significant investment for Later, taking nearly a year to launch on the iOS App Store. However, it delivered valuable tools for our target audience while capitalizing on the surge in mobile traffic. This project was a humbling yet rewarding experience, as it involved building a full-scale website builder from the ground up within the existing mobile app—a true zero-to-one effort. The lengthy process also emphasized the importance of collaboration. With a number of unexpected blockers along the way, teamwork and quick problem-solving were key to staying on track and meeting deadlines.
TEAM:
Engineering: Bennett Cheung, Nikolai Prokofev, Stephanie Finn, Riyaz Mansoor
Product Manager: A.K. Hudani
Design: Justin Yang
Design: Justin Yang
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