{
  "docId": "019dd923-5e88-73ef-bd5d-b315287f7ee1",
  "docSlug": "fc0c90c9b630fa00",
  "documentTitle": "2014 Bond Cap Internet Trends 2014",
  "authorId": "BondCap",
  "authorName": "Mary Meeker",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "vc_research",
  "sourceTypeLabel": "VC research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.333,
  "pageNumber": 78,
  "pageCount": 165,
  "prevPage": 77,
  "nextPage": 79,
  "slideType": "comparison_table",
  "function": "compare_options",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "screenshot",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-b315287f7ee1/78",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-b315287f7ee1",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-b315287f7ee1.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-b315287f7ee1#slide-78",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.35,
        "x": 0.08,
        "y": 0.35
      },
      "kind": "image",
      "text": "Illustration of a person reading a large book",
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8cf3da0c-b340-4006-bf56-3dcb2d23c31a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.4,
        "x": 0.55,
        "y": 0.35
      },
      "kind": "image",
      "text": "Yelp mobile app interface screenshots",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c5d62ee1-a75c-48e3-90b6-c9c57a7715be",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.1,
        "x": 0.15,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Image: wordwatch.com.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ba68be83-54e4-47ed-a38b-793c6a662a54",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.1,
        "x": 0.69,
        "y": 0.22
      },
      "kind": "title",
      "text": "Yelp",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "348835c0-a0b7-4f38-a1c2-90d570d62ad7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.6,
        "x": 0.02,
        "y": 0.02
      },
      "kind": "title",
      "text": "Re-Imagining User Interfaces – Finding a Local Business",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4aa1df64-1a8b-4b5f-b78c-b4e3517e0068",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.2,
        "x": 0.14,
        "y": 0.22
      },
      "kind": "title",
      "text": "Yellow Pages",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "878cc2d0-d063-4770-829b-416a4637e5dd",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Contrast Pairs",
      "slug": "contrast-pairs",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019de7cf-9e97-76ff-bbae-d13c41d150da",
      "evidence": "Loop opens with first old/new UI pair",
      "confidence": 85
    },
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "7975cbfc-b37f-4f0a-9a89-cf8d4ccbb805",
      "evidence": "Yellow Pages vs. Yelp",
      "confidence": 0.5
    },
    {
      "name": "Comparison frame",
      "slug": "comparison-frame",
      "agent": null,
      "layer": "slide",
      "matchId": "2c9440a3-a575-4f0e-8c72-147a017da8a8",
      "evidence": "Re-Imagining User Interfaces – Finding a Local Business",
      "confidence": 0.8
    },
    {
      "name": "Contrast Principle",
      "slug": "contrast-principle",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de7cf-9e6f-719e-adb1-3a1aa07e4e61",
      "evidence": "Yellow Pages cartoon vs Yelp UI side-by-side",
      "confidence": 88
    }
  ],
  "frameworks": [
    {
      "name": "comparison_frame",
      "slug": null,
      "matchId": "5b5235b5-7da6-413a-8579-16d97245662d",
      "evidence": "Side-by-side visual comparison of legacy vs modern solution",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 90,
      "from": 34,
      "beatId": "019de7cf-84a1-725e-af52-cab6c31823de",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": null,
      "evidence": "p.34 'Re-Imagining Continues' opens deep dive into messaging/apps/UI/sensors",
      "position": 3,
      "confidence": 72,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 91,
      "from": 4,
      "beatId": "019de7cf-858f-724f-8f90-9bc5829b709d",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": null,
      "evidence": "Bulk of deck is data slides establishing the trend facts",
      "position": 1,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 84,
      "from": 77,
      "name": "Before After",
      "slug": "21-before-after",
      "bestFor": "Product demos, process improvements, ROI justification",
      "matchId": "019de7cf-88df-704d-b9b2-2e14a21ebdcc",
      "evidence": "Yellow Pages→Yelp, hotel desk→Airbnb, taxi→Uber, traffic→Waze, sat-radio→Spotify, R.I.P. Bad UIs",
      "position": 14,
      "objective": "Old UI vs new UI parade across categories",
      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
      "confidence": 88,
      "description": "Show the dramatic contrast between the old way and the new way through side-by-side comparison"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}