{
  "docId": "019dd923-5e88-73ef-bd5d-b47083b6df0b",
  "docSlug": "c07336c663465069",
  "documentTitle": "2015 Bond Cap Internet Trends 2015",
  "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": 183,
  "pageCount": 197,
  "prevPage": 182,
  "nextPage": 184,
  "slideType": "client_example",
  "function": "illustrate_case",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "Includes analogies for each example (Motorola Startac, Steve Jobs/Mac, Slide to unlock).",
  "elementsJson": [
    "headline_text",
    "screenshot",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-b47083b6df0b/183",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-b47083b6df0b",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-b47083b6df0b.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-b47083b6df0b#slide-183",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.25,
        "x": 0.38,
        "y": 0.285
      },
      "kind": "image",
      "text": "Instagram screenshot",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "25a0b448-bf20-4566-8953-c65d6390a558",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.25,
        "x": 0.07,
        "y": 0.285
      },
      "kind": "image",
      "text": "Google Search screenshot",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6b93d9cf-04eb-4cc8-b175-2f8be2360054",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.25,
        "x": 0.7,
        "y": 0.285
      },
      "kind": "image",
      "text": "Tinder screenshot",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fad4fe21-e137-48f4-8edc-f042cba9daa8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.38,
        "y": 0.76
      },
      "kind": "paragraph",
      "text": "By removing the need to choose portrait versus landscape mode, Instagram made it easier for the user. Analogy: Similar to when Steve Jobs removed the extra buttons on a mouse.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "454d3682-7d10-442c-94dd-31431138b443",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.7,
        "y": 0.76
      },
      "kind": "paragraph",
      "text": "Traditional computers are grounded in the one- or two-button mouse. The touch screen introduced a new element: swiping. Analogy: The 'slide to unlock' feature on the Apple iPhone.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c0c41e0e-f591-40cb-a3de-2fe5173f6033",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.25,
        "x": 0.07,
        "y": 0.76
      },
      "kind": "paragraph",
      "text": "The longstanding discipline by Google to keep the homepage limited to a single search box has been key to maintaining its simplicity. Analogy: The Motorola Startac phone introduced a clamshell design that hid all the complexity.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e7e3ea6f-4bff-4375-84d4-392f35c43223",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Key Design Concepts That Have Made a Difference... per John Maeda...",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-5641-722a-9f1f-991d00804cb4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.8,
        "x": 0.03,
        "y": 0.03
      },
      "kind": "title",
      "text": "Key Design Concepts That Have Made a Difference... per John Maeda...",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5329eb07-7db2-46bd-b572-e91508c49ded",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Affordance",
      "slug": "affordance",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "b6cac776-e8ec-43d0-9e68-0b8bef1ae4b5",
      "evidence": "The touch screen introduced a new element: swiping.",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}