{
  "docId": "019dd923-5e88-73ef-bd5d-bd77826b2230",
  "docSlug": "9f887ebe7e9bc626",
  "documentTitle": "2017 Bond Cap Internet Trends 2017",
  "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": 57,
  "pageCount": 356,
  "prevPage": 56,
  "nextPage": 58,
  "slideType": "client_example",
  "function": "illustrate_case",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "screenshot"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-bd77826b2230/57",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-bd77826b2230",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-bd77826b2230.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-bd77826b2230#slide-57",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.43,
        "x": 0.04,
        "y": 0.268
      },
      "kind": "image",
      "text": "SoFi 'How It Works' page",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "58b9aefc-2511-4486-b1cd-fe7ba209ea2b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.43,
        "x": 0.53,
        "y": 0.268
      },
      "kind": "image",
      "text": "SoFi Member Dashboard",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fe974994-4bd0-44d3-89e5-d50b9d5d01d3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.6,
        "y": 0.165
      },
      "kind": "paragraph",
      "text": "SoFi Member Dashboard Send Questions Directly to CEO",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3422d5ab-0c35-49d6-9587-0a38d09bb52f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.3,
        "x": 0.1,
        "y": 0.165
      },
      "kind": "paragraph",
      "text": "SoFi 'How It Works' Most Viewed Content, After Home Page",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b3cc6f71-822a-4429-b8ec-c7380af1e185",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.05,
        "x": 0.1,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Source: SoFi",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1954b4f5-be53-4a9c-a31a-551838c7581c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.8,
        "x": 0.02,
        "y": 0.02
      },
      "kind": "title",
      "text": "Customers = Increasingly Expect to Understand How Things Work",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "03576c07-8a76-4a4a-918f-8818183e9302",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "06ba1be1-85ef-4d99-afa5-f208b11c7944",
      "evidence": "The slide describes customer expectations for understanding how things work.",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 333,
      "from": 4,
      "beatId": "019de7e0-c523-7666-bff1-a849bfac7344",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": null,
      "evidence": "Sections 1-9 (Global, Ads, Games, Media, Cloud, China, India, Healthcare, Companies) present trend data.",
      "position": 1,
      "confidence": 60,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 79,
      "from": 20,
      "beatId": "019de7e0-c5da-7518-93e0-1ceaca4d4855",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Could Be",
      "beatSlug": null,
      "evidence": "Emerging ad platforms + DTC retailers showing new paradigm.",
      "position": 2,
      "confidence": 50,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 57,
      "from": 50,
      "name": "Day In Life",
      "slug": "14-day-in-life",
      "bestFor": "Product demos, UX reviews, investor pitches focusing on pain points",
      "matchId": "019de7e0-c7ec-7369-891a-eb7d67824507",
      "evidence": "Walks through user journey: content=store, ad=transaction, public service complaint, transparent CEO.",
      "position": 7,
      "objective": "Ads becoming storefronts; social media raises service bar",
      "structure": "The User's Struggle -> The Intervention (Your Solution) -> The Resolved State",
      "confidence": 65,
      "description": "Humanize abstract data by walking through a single user's struggle and resolution"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}