Empower new, young photography hobbyists in their photography journey.

Role

User Resarch Intern

Team

Sole Reseracher

Elizabeth Hall (Manager)
Navanit Virdi (Designer)

Timeline

June 2024- August 2024

Methods

Literature Review, Market Research, Survey, Interview, Quantitative Data Analysis & Data Visualization (Python), Qualitative Data Analysis

Context

Flickr is one of the largest and first-ever photo hosting and sharing platforms, home to tens of billions of photos and 2 million photography groups. It was launched in 2004 and has been owned by SmugMug since 2018.

Solution & Impact

I presented research insights, market research data, and product and marketing recommendations to the Head of Flickr and all relevant teams, including project managers, product designers, and engineering teams. My presentation contributed to informing and prioritizing their 2025 product and business goals.

Problem Statement

Although Flickr remains a major platform for photographers to store billions of precious moments and memories, it now faces challenges in attracting new users and retaining its original user base due to the rise of other free photo-sharing platforms. As a result, I was tasked with a summer-long project to address the question:

'If Flickr were built for today’s emerging photo hobbyists, what would it look like?'

I break down this question into four major questions in my research and presentation:

  1. Who is missing Flickr in their ‘photography toolkit? → What are the market opportunities? Who are the photo hobbyists?

  2. Why capturing this market is important? → What is the market size?

  3. Who exactly are the photography hobbyists we are looking for? → Who are the photo hobbyists beyond demographics?

  4. Why did users leave Flickr? → What are some starting points to build for emerging photo hobbyists?

High-level Product and Marketing Recommendations

  1. Capture photography hobbyists in their early 20s.

  2. Highlight competitive features and educate photo hobbyists about Flickr to enhance brand and feature awareness.

  3. Modernize the user interface, enhance feature performance, and streamline navigation on the website and mobile application to tailor photo hobbyist’s workflow and emerging photography trends.

  4. Improve engagement by improving interaction features and making relevant communities and content discoverable.

  5. Revamp the tagging system to enhance inspiration and foster connections.

Research Target Audience

The target audience for this research consists of individuals under 40 who are passionate about photography and enjoy sharing their photos…ideally someone who is not a current Flickr user.

This focus is intentional, as Flickr currently attracts a predominantly older demographic. Furthermore, Flickr serves as more than just a storage solution; it is a platform that connects individuals who share a love for photography, allowing them to showcase their work and exchange experiences.


Research Goals

  1. Identify demographics, interests, and behaviors of photography hobbyists under 40.

  2. Estimate market size and growth potential for the young photography hobbyists segment.

  3. Understand typical workflows and habits in photography from capture to sharing.

  4. Uncover photography hobbyists’ core motivations, needs, and challenges in photography.

  5. Pinpoint opportunities to improve Flickr.


Research Methods

  1. Literature Review & Market Research: Inform survey design and participant recruitment.

  2. Photography Hobbyists Survey Collect insights on photography habits, motivations, needs, and challenges.

  3. Photography Hobbyists Interviews: Explore deeper insights into workflows, privacy concerns, community engagement, etc.


Photography Hobbyists Survey Recruitment

To avoid Flickr users, I recruited photography hobbyists externally by:

  • Sending emails to 350+ photography, tech, and design clubs

  • Posting on 6 Reddit communities after moderator approval

  • Posting on 3 Discord servers after moderator approval

Photography Hobbyists Survey Particpants

665 Respondents

*Filtered from 871 survey respondents (based on age, response time, and completeness)

User Type

  • 13% Never Heard of/ Used Flickr

  • 53% Used Flickr

  • 34% Current Flickr Users

Gender

  • 51% Female

  • 46% Male

  • 3% Non-binary


Photography Hobbyists Interview Recruitment

I selected and contacted participants from those who said yes to “Would you be interested in participating in further research to help make Flickr better?” in the survey. I reached out to 382 participants and only received a few responses.The demographic I ended up interviewing was more experienced than I hoped for and some were Flickr users. However, they are great at articulating their struggles from when they first started.

Photography Hobbyists Interview Participants

7 Participants

User Type

  • 3 are Flickr Users

  • 4 Never Used Flickr

Age

  • 2 in the 18-24 age group

  • 2 in the 25-34 age group

  • 3 in the 35-44 age group

Gender

  • 2 Female

  • 5 Male

Market Opportunities

To evolve and meet the needs of today’s photography hobbyists, Flickr must first identify who we are not currently serving. Therefore, I ask:

“Who is missing Flickr in their ‘photography toolkit’?”


Market Opportunity #1

Flickr is not fully reaching or connecting with casual and hobbyist photographers.

Notes: “What photographer type do you identify with the most?”; Single Pick. n=665


Notes: “How long have you been interested in photography, either as a hobby or professionally?”; Single Pick. n=665

Market Opportunity #2

Flickr is facing similar challenges with new, less-experienced photographers.

Notes: “What type of camera do you use most often?”; 
Multi Pick. n=665

Market Opportunity #3

Flickr still falls short of meeting smartphone photographers' needs, signaling a demand to better serve this ever-growing market.

Market Size

“But why are these market opportunities important? ”

Since Flickr is a private company, I will not be sharing financial information. However, maintaining a revenue-generating business is crucial for ensuring long-term financial health.


If Flickr expands its reach to photography hobbyists, it could tap into a market of 21 million people in the U.S. alone.


*I have positioned Flickr at the edge of this market, as previous sections indicate that we have not fully penetrated it yet. While the details of this calculation are confidential, I used a combination of US Census, market research, and survey results.

It translates to $1.57 billion dollars in market size!

*Estimated with the Flickr's US annual subscription

Photography Hobbyists (User) Insight

After understanding the importance of the research, I want to discuss:

“Who exactly are the photography hobbyists we are looking for?”



Notes: “What is your age?”; Single Pick. “How long have you been interested in photography, either as a hobby or professionally?”; Single Pick. n=665

Photography Journey Insight #1

Photography hobbyists typically begin their journey in their 20s.

Notes: “What motivated you to pursue photography?”; 
Multiple Pick. n=665

Photography Journey Insight #2

They started photography for personal enjoyment and to document their lives, not for external validation.


Notes: “What type of camera do you use most often?”; 
Multi Pick. n=225

Camera Use Insight #1

Relevant Quotes:

“I will click on the geotag on Instagram and Flickr, especially when I know nothing about the area.”

“Before I go on a photoshoot, I will go on Pinterest and Instagram on my phone to look at camera settings.”

“My friends and I would set up with an iPhone so we could frame and discuss what we are looking for.”

Again, Smartphone as a leading camera reveals a pressing need to enhance mobile features.


Notes: “What type of camera do you use most often?”; 
Multi Pick. n=225

Camera Use Insight #3

There is significant potential to engage film photographers.

*The p-value of 0 between Flickr users and film camera users indicates a statistically significant relationship.


Camera Use Insight #2

Non-smartphone photographers use it to find inspiration and explore new techniques.

Relevant Quotes:

During a road trip to the Highlands, I was really inspired by this Fujifilm Instagram reel and I felt the need to capture the landscape.”

“It started when I went on a trip to Africa. I thought it would be nice to get a camera and take some photos of the trip. I realized I didn’t want this to be a one-off thing.”


Photography Journey Insight #3

Most people first picked up a camera during trips with family and friends.


Notes: “What platforms or tools do you currently use to manage or share your photography?”; Multi Pick. n=225

Platform Use Insight #1

Their strong preference for social media highlights how much they value connection and visibility.



Platform Use Insight #3

In their photography journey, external validation and communal support are crucial for their growth and confidence.

Relevant Quotes:

“I mainly share on Instagram because there is more interaction and shows how each photo is performing.”

“YouTube tutorials help me understand which cameras to buy, how to edit, and how to develop photos in a darkroom.”

I have learned so much from cold messaging and talking to people. And like the wealth of information that exists in individuals out there is incredible.”

Notes: “What factors are most important to you when choosing a platform to manage or share photography?”; Multi Pick. n=225.

Platform Use Insight #2

In their photography journey, external validation and communal support are crucial for their growth and confidence.


Platform Use Insight #4

Instagram is currently the ‘best place’ where most photography hobbyists seek external validation and find a support network.


Relevant Quotes:

“Some of the photos on Instagram are quite rubbish, but they still get promoted. ”

When your algorithm pushes away hobbyist photographers, it makes it harder for people at the same level to connect. I will ‘trick the algorithm’ to provide me with more similar photos.”

I have talked Instagram a lot, but dude, I hate Instagram. I'm just waiting for like another platform to take over and be better.”

Platform Use Insight #5

BUT, most photography hobbyists felt unsupportive on Instagram.


Relevant Quotes:

“I care about privacy when it comes to photos of my face or my friend’s unless it is in my personal account.”

I don’t want my data to be used to generate photos for profit. If a service needs help from its customers, it a question they can ask other than automatically opting users in.”

“I don’t like it when my photos are used for commercial purposes, but I’m not sure how to address it.”

Platform Use Insight #6

Privacy is a concern when subjects' identities are used without consent, and their photography profits others while limiting their own opportunities.


Relevant Quotes:

“You start to build a social network, and it’s pretty cool to see it grow. It has been a great way to meet people who share the same interests and are doing similar things. I get excited by their work, and they get excited by mine."

I want to build a community where you can see what people who are not entirely professionals are doing. It just becomes really daunting and kills any inspiration you have.”

Platform Use Insight #6

They are eager to find an alternative, which is a supportive network of photographers that grows with them.


Relevant Quotes:

“Instagram without all the algorithms."

“A platform that allows users to view photos in higher quality than Instagram.”

“Instagram is the platform with all the eyeballs. But if Flickr is a platform where all the photographers are posting, that would be golden. I would give you all of my money, I swear to God.”

“Isn’t that Flickr?”

Relevant Quotes:

“I started using Instagram because it shows how many people have viewed, shared, and liked my posts. And this is something that is great about Instagram.”

I really need validation.”

“I wanted to reach people I like and people in my niche. I wanted to earn their respect and validation.”

“If I come across someone’s photo that I really like, then I will research about them, and reach out to them on Instagram.”

As a user-first and photo-first platfrom, Flickr has opportunities to fill the gaps in photography hobbyists needs!

Flickr (User Experience) Insight

Before we get too excited about Flickr’s promising future, we need to address a crucial question:


If Flickr meets most of the needs, why don't photography hobbyists use it?


Relevant Quotes:

The design of Flickr's website and app felt outdated and unappealing.”

“I wasn't impressed with the speed and performance of Flickr when uploading and viewing photos. ”

“One main factor is the interface. I find it somewhat cluttered and not very intuitive to navigate. It makes the process of uploading, organizing, and finding my photos more complicated and time-consuming than I'd like.”

Reason #1

Outdated & Unintuitive UI/UX


Relevant Quotes:

My friends don't use it.”

“I am considering using it, I feel like not many people use it.”

“Compared to some mainstream social platforms, Flickr can be less socially interactive and less user-active.”

“I had trouble finding relevant and useful groups or communities on Flickr related to my photography interests.”

Reason #2

Low Engagement


Relevant Quotes:

My friends don't use it.”

“I am considering using it, but I feel like not many people use it.”

“Compared to some mainstream social platforms, Flickr can be less socially interactive and less user-active.”

“I had trouble finding relevant and useful groups or communities on Flickr related to my photography interests.”

Reason #3

Low Brand and Feature Awareness


Reason #3

Low Brand and Feature Awareness

*Most ex-Flickr users found Flickr through social media, while current Flickr users often discovered it through word of mouth, suggesting ex-Flickr users might not have fully experienced the platform before leaving.

Notes: “How did you first hear about Flickr??”; Single Pick. n=225


Relevant Quotes:

Outdated tagging system. Difficult to manage albums.”

“I didn't think Flickr offered enough customization options for my photo albums and galleries.”

“The more choices there are, the more energy is consumed by the user. Especially for those who have a hard time choosing, it's a pain in the ass!”

Reason #4

Inefficient Photo Management


Relevant Quotes:

“Tags would be very helpful. If I could tag details like shutter speed, aperture, or focal length, I could go back and search these tags to learn new techniques.”

“I take so many photos that the idea of tagging keywords feels really daunting. It seems like too much hassle for what I get. But, I also see a lot of value in tagging because many people do it, and I can find their photos through search. If they didn’t tag their photos, I wouldn’t be able to take advantage of them.”

Reason #4

Inefficient Photo Management

Photo tagging not only helps in personal photo management, but it serves as a means to find inspiration, learn new techniques, and connect with others.

Reflection

If I had more time…

Personal Growth

Conduct usability testings to prioritize feature improvements based on performance and preference metrics.

We gained valuable insights from market reserach and user research, but these primarily measured preferences (satisfaction) and emotions rather than performance. To prioritize feature improvements effectively, it's crucial to understand the performance issues hindering the user experience.

Interview photography hobbyists within the project's target demographic: under 40 and less experienced.

We originally aimed to reach non-Flickr users, which led me to conduct external outreach instead of requesting surveys and interviews from the Flickr database. However, we underestimated the low response rate. Conducting more interviews with the target audience will help us get a more accurate understanding of who we are trying to serve.


Waking up to my dream job every single day feels AMAZING.

I enjoy my day-to-day work in research, wearing multiple hats, and seeing the impact I can make while collaborating with other teams. In addition, being part of Flickr was truly an eye-opening experience for me. As a data science major at UC Berkeley, where data ethics are emphasized in the curriculum, I am inspired by Flickr’s commitment to its users, their data, and its impact on the environment through films, partnerships, and more. As a young professional, I feel privileged to be part of a company that contributes positively to society early in my career.

“Give yourself some grace.”

That was my manager Liz's feedback when I asked for her thoughts on my work, presentation, and our day-to-day interactions toward the end of my internship. As a young, aspiring researcher, I have always devoted myself fully to every opportunity. Liz's feedback serves as a reminder to balance personal growth, career growth, and individual well-being, and not to be too harsh on myself.


A HUGE thank you to everyone I met during this internship!

It was a remote experience (Flickr is 100% remote), but I had the privilege of attending a week-long company trip at Stowe, Vermont, where I had the chance to meet people on my screens. As the only intern this summer, I felt extremely welcomed and inspired.

I want to give a special shoutout to my manager, Liz, and designer, Navnit, for their continuous support throughout the project. I truly could not have asked for a better internship experience.