These are new concepts outlining problems and solutions to a mobile app for social media.

1. 01
New Directions
at Selfish
From the product team in San Francisco

2. Problems and Solutions: Feed

3. Problem 1 With Feed:
Users are getting confused on the difference between
the feed, a story, and a moment
Feed Moment Story

4. 1. Users are getting confused on the difference between the feed, a story, and a
moment
✤ Feed still consists of moments, but when you click on them, it goes to
the moment view, and the story is accessible from the top icon
Solution 1
Feed Moment Story

5. 1. Users are getting confused on the difference between the feed, a story, and a moment
✤ The feed is a list of stories, and when a story is clicked on, the moments can be
seen as elements inside of that story
Solution 2
Feed
Moments
Story

6. Problem 2 with the current news feed:
The user does not know where
they will go when they click on
something. It goes to both the
moment view, and the content
detail view currently.

7. Solution A (from a personal/private model):
2. The user does not know where they will go when they click on
something in the feed.
✤ Each moment is represented by one picture or one block of
text. When users click on a picture, it will go to the moment
instead of a moment detail view.

8. Solution B (from a collaborative/public model):
2. The user does not know where they will go when they click on something in
the feed.
✤ Users are given a list of stories instead of moments. It is clear that the
entire story will be shown from newest to oldest when it is clicked
on

9. Users are not encouraged to view stories and/or moments when interacting with
the feed. Even when they to click “See full story”, they are brought to the very first
moment, and have to scroll all the way to the end to see the moment they were just
viewing
Problem 3 with the current news feed:

10. 3. Users are not encouraged to view stories and/or moments when interacting with
the feed
✤ A preview of the moment is shown, but the entire moment, including
the likes, comments, and text is not shown.
Solution A (from a personal/private model):
Moment text
Likes, comments,
sharing

11. Solution B (from a collaborative/public model):
3. Users are not encouraged to view stories and/or moments when interacting
with the feed
✤ Users are encouraged to click on the story to see all of the updates that
were made

12. Problem 4 with the current news feed:
If a user adds several moments at one time or in a single day, this takes up significant
space in the feeds of all of their followers

13. Solution A (from a personal/private model):
4. If a user adds several moments at one time or in a single day, this takes
up significant space in the feeds of all of their followers
✤ If a user posts several moments in a day to a single story, they are
grouped together in a single post
✤ *NB this only works if you have one picture per moment
Moments are grouped together

14. Solution B (from a collaborative/public model):
4. If a user adds several moments at one time or
in a single day, this takes up significant space in
the feeds of all of their followers
✤ Moments are condensed into story
updates. They are updated daily, and
the most recently updated stories
appear first.
Updates to stories
shown
chronologically

15. Problems and Solutions: Stories

16. Problem 1 with stories: Privacy
1. The meaning of private stories, public stories, collaborators, viewers, and
followers are extremely unclear to users. Users may get confused about who has
access to their stories, and which stories they can contribute to.
What is the difference
between having a eye
and not having a eye?
Private Story Public Story
Why am I not following a story
that is private, but that I am both a
collaborator and a viewer?

17. Privacy Solution A: (from a collaborative/public model):
All people can
view stories
You can opt to have
everyone collaborate, or
you can choose your
collaborators
If you are not a
collaborator, you
can request to
become one here

18. Privacy Solution B (from a personal/private model):
Only selected people can view stories.
Stories are invisible to everyone else.
There is no following, but you can opt
to take stories out of your newsfeed, just
like Facebook.
Only collaborators will see the
plus icon

19. Privacy Solution C (from the current mixed model):
All followed stories are
here. If you are a
viewer or collaborator,
you automatically follow
a story
Following
You may choose to
unfollow any story
Private story

20. Problem 2 with stories: Index
2. It is extremely difficult to navigate through stories and moments. Even with the
index unhidden, it remains an unpleasant place for people to navigate through
their stories.
In every moment, half
the screen is taken up by
story navigation
The first moment is
shown first, even if the
story is very long
The index is a faster way
to scroll through
moments, but it is ugly.
No moment
title
Cut off text

21. Solution A (from a personal/private model):
2. It is extremely difficult to navigate through stories and moments. Even with the
index unhidden, it remains an unpleasant place for people to navigate through
their stories.
✤ The story index is shown underneath the story cover, and it is shown as
gridded thumbnails, with more popular moments taking up more
space. They are categorized by month, and you can swipe between
months or pinch to see years.
✤ *N.B. This only works if you have one picture per moment

22. Solution B (from a collaborative/public model):
2. It is extremely difficult to navigate through stories and moments. Even with the index
unhidden, it remains an unpleasant place for people to navigate through their stories.
✤ Moments are shown as large thumbnails underneath the story cover that can
rapidly scroll from right to left, or clicked on to see the full view.
*Assumption: From a
collaborative model, users
are unlikely to want to see
an index of all moments
from months or years past
End
Here users can
rapidly scroll to the
last moment in the
story. This pops up
when users flick to
the left

23. Problem 3 with stories: Sharing
3. When looking at a story, it is unclear if a user is sharing the story or the moment.
What am I sharing here?
Why is sharing hidden in
the ••• button for
moments?

24. Solution (both models):
3. When looking at a story, it is unclear if a user is sharing the story or the moment.
✤ Sharing in moments can only be seen in the moment view
✤ Sharing the story is seen on the story cover
Share moment
Share story

25. Problems and Solutions:
Create Flow

26. Problem 1 with the create flow:
It does not make very good looking stories

27. Solution A (from a collaborative/public model):
1. It does not make very good looking stories
✤ Stories are shown as cards, when flipping through moments, the top and
bottom information disappears. A font other than open sans is used
(perhaps Helvetica Neue)

28. Solution B (from a personal/private model):
1. It does not make very good looking stories
✤ Moments are designed with options for photo filters and text font. They
are very fun to make

29. Problem 2 with the create flow:
You cannot see what a moment will look like until it is created
Moment title
goes here?
What
happened to
the text box?

30. Solution A (from a Public/Collaborative Model:
2. You cannot see what a moment will look like until it is created
✤ In the create flow, moments are designed on cards, and come out
looking exactly like how they are made. You also type directly onto
the moment card instead of going to a separate screen.

31. Solution B (from a personal/private model):
2. You cannot see what a moment will look like until it is created
✤ In the create flow, you can change filters and font right in the
editing mode, and see exactly what the moment will look like

32. Problem 3 with the create flow:
It is difficult to add photos to a moment
4 screens!! Only 1 picture added!!

33. Solution (works for both):
Selecting multiple images at
once
Simplified camera Hold down to record video

34. Problems and Solutions:
Explore/Discover

35. Problems with the current explore/discover:
1. The content given is not interesting to the
users
I might not care about
moments in Ufa if I don’t
know anyone that lives there
Where can I find stories
about trending issues,
stories that are made close
to where I am, etc?

36. Solution 1: Collaborative Model
Categories for:
Trending
Local
Popular
Motorcycles, Electronics, and
other topics

37. Solution 2: Mixed collaborative Model
Categories for:
Featured Stories
Local Stories
(No need for topics or
trending section)

38. Service Emphasis
Open Model Closed Model
Following. No control over who can
see you and follow your activity
Friends. Communication must be
accepted and mutual
Users can block each other
Personal communications that would
only matter to those who know you
Stories are assumed to be longer and
persistent requiring an index -
collaborators are known to the user
Users can’t block each other
Discovery model for finding new
content and people - content
categories
Broad public communication to those
who may not know you
No discovery features. Emphasis on
people over content
Feed as navigation tool through lots of
updates and new content
Feed as interaction tool with all
engagement features presented
Stories are event or topic-based and
perhaps more ephemeral - visibility
into collaborators is important

39. Facebook
Open Model Closed Model
Following. No control over who can
see you and follow your activity
Friends. Communication must be
accepted and mutual
Users can block each other
Personal communications that would
only matter to those who know you
Stories are assumed to be longer and
persistent requiring an index -
collaborators are known to the user
Users can’t block each other
Discovery model for finding new
content and people - content
categories
Broad public communication to those
who may not know you
No discovery features. Emphasis on
people over content
Feed as navigation tool through lots of
updates and new content
Feed as interaction tool with all
engagement features presented
Stories are event or topic-based and
perhaps more ephemeral - visibility
into collaborators is important

40. Medium, Pinterest,Twitter
Open Model Closed Model
Following. No control over who can
see you and follow your activity
Friends. Communication must be
accepted and mutual
Users can block each other
Personal communications that would
only matter to those who know you
Stories are assumed to be longer and
persistent requiring an index -
collaborators are known to the user
Users can’t block each other
Discovery model for finding new
content and people - content
categories
Broad public communication to those
who may not know you
No discovery features. Emphasis on
people over content
Feed as navigation tool through lots of
updates and new content
Feed as interaction tool with all
engagement features presented
Stories are event or topic-based and
perhaps more ephemeral - visibility
into collaborators is important

41. Selfish Currently
Open Model Closed Model
Following. No control over who can
see you and follow your activity
Friends. Communication must be
accepted and mutual
Users can block each other
Personal communications that would
only matter to those who know you
Stories are assumed to be longer and
persistent requiring an index -
collaborators are known to the user
Users can’t block each other
Discovery model for finding new
content and people - content
categories
Broad public communication to those
who may not know you
No discovery features. Emphasis on
people over content
Feed as navigation tool through lots of
updates and new content
Feed as interaction tool with all
engagement features presented
Stories are event or topic-based and
perhaps more ephemeral - visibility
into collaborators is important

42. Mixing Public and Private Motives Creates
Challenges for the Current Selfish App
1. The feed is fully featured - almost like Facebook - but this means that single
stories are able to flood the feed with continual updates. This is likely to be
even more pronounced in large public stories with multiple collaborators.
2. Private content is bleeding into the public space. This presents personal
content that is likely to be of no interest to a broader audience in Discover.
Currently users must make stories public in order to share them on
Facebook / Twitter.
3. Public / private status of stories is easily confused in a model with product
with public and private states. Our current tiny red icons are failing here -
follower / viewer distinction isn’t clear

43. 4. Privately oriented people can collect followers without knowing why they
are being followed or what their followers can see. They have no control of
this behavior and cannot block other members
5. Selfish currently reaps none of the benefits of having a private side. We don’t
promote it in our Create - Collaborate - Share messaging, yet the capability
exists and complicates the product
6. It is currently unknown if the type of stories that are produced for a public
audience will require the same tools - desktop website, image editing, stash -
as stories created for private consumption or sharing in small groups
Mixing Public and Private Motives Creates
Challenges for the Current Selfish App

44. Open/Collaborative Model
User Objectives
✤ Easily find stories of interest
✤ Easily add moments to stories
and/or comment on them
✤ Be able to create stories that only
a select group of people can
contribute to, but that everyone
can see
Typical Scenario
Joe is a journalist. He creates a story
and collaborates with several
journalist friends across the country
to report the hunger problem in US.
They take photos and videos to
record the life of people in starvation
and they call for more people to help
the people in starvation.

45. Story Settings: Collaborative Model
By default, everyone can see stories and
collaborate on them
If they want their stories
to just be by a few
authors, they can hand
select the collaborators
*Assumption: In public mode, people will want all of their content to be seen by everyone

46. Feed: Collaborative Model
Feed emphasizes stories instead of
people
When clicked, it will open the story
instead of the individual moment
*Assumption: In public mode,
people care more about the content
than the authors

47. Explore: Collaborative Model
Users are encouraged to find stories
that are featured as well as local
stories
*Assumption: People want to read
about stories that are interesting and/or
relevant to them

48. Story View: Collaborative Model
Collaborators are clearly
shown on story cover
Following stories is clearly
emphasized and encouraged
Moments flip like a book,
but there is no story index
because the user only cares
about the most recent
moments that are posted
*Assumption: In public mode,
people care only about the most
recent moments instead of the
entire story

49. Creating a Moment: Collaborative Model
1 step process with
uninhibited user input
*Assumption: In public mode,
people will want a fast and easy
way to input information and
contribute to a story

50. Personal Story
User Objectives
✤ Easily create stories and select the
people who can view and
collaborate
✤ Create beautiful moments and
stories that she actually wants to
share
✤ Be able to see an overview of a story
and how it progresses over time
✤ Be able to follow the stories of
people she cares about, and see them
updated in the news feed
Typical Scenario
Zoe is always taking pictures of her
kids and wants to share them with
her close family, but not with all of
her friends on Facebook. She wants
her family members to add their
personal moments to the story so
she can keep up with their lives in
other parts of the country

51. Create a Moment: Personal Model
Beautiful, simple
selection process
One picture, one moment,
BUT multiple moments at one
time
Design beautiful
moments that you care
about and want to share
*Assumption: In personal mode, people care more about making beautiful moments

52. Story and Moment View: Personal Model
Flip between moments
and easily get back to the
story
See an index of your most
important moments (also,
pinch to see calendar view)
Clearly see who are
viewers and collaborators
of a story.
*Assumption: In personal mode, people want to have an index of the entire story to refer

53. Feed: Personal Model
Authors are emphasized. When
clicked it will go to the moment view
*Assumption: In personal mode, people are
more important to users than content

54. Backup/Extra Slides

55. Some Implications of Mixed Model
Visibility
Collaboration
Profile Visibility
Connection Control
Administration
Sharing to FB / TW
Content MGMT
Communication
Default Public Default Private
Default Open Default ClosedInvite OnlyCollaborators can request
Others see everything you follow Others see nothing you follow
Followers follow at will Friends: Following mutual
Moderators see all Moderators can’t see private
Content must be public to share Private content can be shared
No private space Private Stash
No private chat Private chat
Facebook

56. Some Implications of Mixed Model
Visibility
Collaboration
Profile Visibility
Connection Control
Administration
Sharing to FB / TW
Content MGMT
Communication
Default Public Default Private
Default Open Default ClosedInvite OnlyCollaborators can request
Others see everything you follow Others see nothing you follow
Followers follow at will Friends: Following mutual
Moderators see all Moderators can’t see private
Content must be public to share Private content can be shared
No private space Private Stash
No private chat Private chat
Pinterest

57. Some Implications of Mixed Model
Visibility
Collaboration
Profile Visibility
Connection Control
Administration
Sharing to FB / TW
Content MGMT
Communication
Default Public Default Private
Default Open Default ClosedInvite OnlyCollaborators can request
Others see everything you follow Others see nothing you follow
Followers follow at will Friends: Following mutual
Moderators see all Moderators can’t see private
Content must be public to share Private content can be shared
No private space Private Stash
No private chat Private chat
Selfish