Case Study
Instagram's Timeline Video Editor
The Problem
Instagram needed a better video editing platform behind Reels. Creators were using other apps for creation more frequently, and cited numerous areas where Instagram's tools hindered their ability to bring their creative vision to life.
What I Did
- Completely overhauled Instagram's video creation tools, launching a single timeline-based editor to replace multiple disparate editing surfaces.
- Owned strategy and end-to-end delivery, and led the cross-functional editing tools team.
Engadget's coverage of the redesigned editor.
The Result
- Grew creator MAU on the platform after launch.
- Became the technical and product foundation for Instagram's standalone Edits app.