2× Posts, 3× Sticker Use, 8% Increase in Story Completion
Pixel Pals was a new sticker format in Instagram Stories designed to spark lightweight interaction and increase repeat posting. Inspired by Tamagotchi, these animated characters lived inside the Story tray, reacted to how users posted and viewed content, and evolved over time. I led design across character behavior, system logic, and interaction flows — from creation through playback and follow-up engagement.
Designed to reward posting without pressure
Pixel Pals were built to feel like companions. They responded when users posted, reacted when friends viewed, and changed over time. I designed their behavior system to be emotionally responsive but never demanding — just enough to invite a check-in or a follow-up Story. The format rewarded consistency and creativity without turning Stories into a game.
Created the logic and interaction model for a new sticker class
I defined how Pals responded to viewer inputs, how they evolved with use, and how their presence showed up in tray, post, and playback states. We designed for mobile performance, input diversity, and accessibility. Pals plugged into the broader Stories sticker framework, but introduced new logic for state, continuity, and character-level personalization.
Shipped to market and tested through UXR and live experiments
Pixel Pals launched in selected markets with strong early signal. Teens doubled their post frequency. Sticker usage tripled. Story completion rates increased by 8%. Qual feedback consistently called Pals “fun,” “cute,” and “finally something made for us.” The format helped shift how we thought about expressive, participatory stickers — and opened the door to future work on character-based social layers inside Stories.