IG Notification Systems Roadshow

Internal documentNov 2019

Source PDF not yet released. Text is transcribed from the public filing.

Transcribed text as recorded, including headers and formatting fragments.

Exhibit 25 '"o a, (D N 8 O. F3":FD Jugs.» O 'F 9 2021. JAN 29 'PH 1.: l5 ' -. new. STR I D Avaasou 'ca c'al'c'aviiet'z'év cr LN .,.DC.&M. 1?" C i We're the new team on Product Foundations! IGDS Interfaces -PGP FIE AAFF Notification Systems (New Iogo, new name!) CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028902 We work on these key user-facing experiences 4? €54 O RedactedSCA: Try Bouneta::h' Mo Redacted - SCA 7 Redacted SCA ('3 _ I WGD Redacted - SCAI I Promotions Notifications O O O Megaphones, Dialogs, Tooltips Push, Inapp, Badging, SMS, Email Activity The surface via the heart tab CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MTIG-AG-00028903 Be a personal assistant to every lnstagram user, showing them the things they care about the most at the right times. Our Vision CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028904 Our goals Tell the right people the right thing Build an internal tool that makes it at the right time. easy for teams to do that. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028905 People want Notifications to support how they already use lnstagram \ at!" '5? . 3 ) 51' Creator Participant New Resurrected . See 16 as a means to know . lG is all about keeping up - IG is ofteri suggested to . Driven to IG by curiosity and and be known and express with friends, interests, them by a friend. hearing others talk about it. themselves brands and celebrities they care about. - Joining at a time where lG ~ They poked around IG and . Expect IG to understarid has a plethora of features to didn't feel it had what they their involvement with their . Not creating as much help them engage right needed so then just faded community. content to spark inbound away. off. engagemerit CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028906 it mi? trio CO?IDENTIAL -PR"|'ECTED BY CONFIDENTIALITY AGREEMENT MTG-IG-AowééO 9141 all?- Activity ll ll megababe is now available on 'l lnstagram checkout. [:4 Not relevant lnstagram now has Group Stories and (En) Evenl stickers. Check them out! h mdé milkbarstore liked your post. Problem #1 Very relevant chipsahoy has shipped your order. People aren't always getting the most relevant treadbyeverlane is now on Instagram. m Would you like to take a survey to help us and valuable Improve your lnslagram experience? notifications '1) at marthastwewart commented: u g _. «2:, You liked 3 posts tagged #basicfallfashion this week. ........ w - :ﬁé'dﬁéﬁa sbA'g 1 E xampl Lmu' wcooklemum;ler V'. thearn'vals just added to their inventorv. QQIO CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028908 We heard in research that... don't like notifications that bring my attention to things that might not care about, like "your friend just went |ive"...These point me to things would not otherwise engage with love getting notifications and are not particularly helpful. about things relevant to me personally by people know, but sometimes it gets buried underneath the annoying notifications CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028909 Some segments have appetite for suggestions, but those shouldn't outshine core activity 43"": Creator Participant New Resurrected »- {ﬂat @3'92 Vb v, {itt3§¥ A, m' «m ﬁn" v» 3355 as: " M We vans W 1%? ma}; 1\ «M 'yguttﬁ'x "E 5 wn v'ggu'f'x"? hike 3x $54 23% '42 3; % 3% "W« m ~95» W 2%:12'3335 3555V v '_-' P is 'w~v1, "seas: VOlume it» $93 s we «3%,. 32%" £9 " i§§€~t. §@:%§ <3 '"' Core Activity (things abotit you, I Suggestions (i.e. users, interests) I Suggestions (i.e. how to use I Suggestions (i.e. shopping, iGTV) transactions, aCCOLint criticai, optins) Instagram, features) CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lGAG-00028910 9:41 .00.?. Activity New r' .. Redacted SCA - your posit .... _ . .. ___. ... __._ Eliked ﬂ" RedactééliséAllked your post. l_v__ r _. ___ Ii Redacted - SCA your post, ' Eliked Problem #2 r- L -------1 Rodactod SCA liked your post. Some people are being " _ I __ _ It k. Rm overloaded due to - SCA :Iiked your post. (I having high volume Redacted SCAI . _. dy Redacted SCA liked your post. Iii: - Redafted .......... - SCA liked your post. / Iti __ Redacted SCA Eliked your postr __ _ r It! adidasoriginal's "Donald Glover Continental 80" avaiJable to buy on QQ. V o O CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028911 2149 1 New Rod-cud 3m] Wed you, IﬁLpost '0'. IW-sufiked your post. I liked your We know I'Jﬁost creators have IW- SCA Iliked your post.3 'I'I'dm 8c'_Iiked your historically been post I. unable to use L_....._._ ll d your pos' notifications... Rodactld SCA liked your post.) II Rum" liked your post 7m "mm' SCAIliked your posf, III I mam" 33', liked your post I 7 @Q... CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-0002891 2 We heard in research that... The heart tab can be think on IG there can be an overwhelming. It's like if you expectation to respond within X take off work for a week and amount of time... [Choosing to disable you then have emails and they push] was more for me personally, like all require individual attention. things can wait. My number one thing is my mental health, I'm not going to constantly harm my mental health for the aim of someone else. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028913 bennydrama7 just made a post. Problem #3 _' _ Some people are being -st NSTAGRAM liked your 905'. ur overloaded because " a. FNSTAGRAM n (w. beyonce just made a post. they are inherently more l/ n" 541' {1. E! -ust = INSTAGRA M nOW susceptible to liked your comment. notification dependency 5' :NsrAGRAM nandcode justpos'ed a video. now mum-tr '~ INSTAGRAM now lust added to their story. de-ignadcode ' ' Toda ,4 *0 ~4CEADSPACE 1h ago CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028914 r. .0. .0 0'. ﬁ. .0 .0 .9 a" I" '0 0" .. J..... .0 '9 08 '0 1*" 'L 0". D We know «0"'3" '. 9.3. ' . a" .0 notifications has it." . «aux. 0%. :3. a". . ..'. .'.. an harmful effect no... 6003' 0.. QC... 60'... noﬁooo. on teen usage. "no "at o «0" 0. ,n '0 090."... lﬁ O" -.1. I ". 0" We'll spend H1 0". $.00... 4 0...... "0" . 0.. U.- 0.. 0' '0'. investigating 0... "a 0"). D.... 6" 0.. . further... '- Q.. 0.. . 'w 0.. "o-o O u 0- 0". .. ... 0 , O.. '0 '0 '0 '0 .6 '6 0?. 1'. {0.0 . .. . -.0 a. I. .0 o... -.0... on vunnmoav hﬁnMMMMYwLﬂ. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028915 We also learned tl;dr that Facebook - This experiment removed around half of the badges we send to targeted tab surfaces. Using two different badge suppression techniques targeted low engagement saw benefits to badges. we cut down badging across our targeted tab surfaces by 40% when we decayed unclickul badges and 55% when we capped the number of badges shown each day. reducing Badﬂng smarter ls neutral to positive for Facebook topllne, and drives visitation gains from older rey'stration cohorts. Trends haw not yet fully distractions... stabilized but overall timt- spent and MAP are neutral. and [MP and sessions are trending up and stal Sig positive in the last week. When we ﬁlter for users whr) joined 2010 or earlier. we see more deﬁnitive gains in visitation 7 [MP is up I» 0.1% in the ~ last week. - The badges we removed were not driving much downstream engagement. Product metrics sullen-(l very' little. most saw little to no/nss impart (Gmups MP 412%. u__|...._|.... um .. ...\.,..L in ..I.. .;....L.L:_....- 4-... .. no! . ...:.. run n ......i CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028916 We heard in research that... If someone sends me a message or ifget tagged, I'm deﬁnitely going to I open the app. ljust wish [IG] I was at the office and getting a lot would...be relevant to my interests. of push notifications from IG. don't click on Live so don't interrupt While some of these were helpful, me and tell me about Live for many were not and created a lot random people. of distractions during my work day. It was overwhelming to try and change my notification settings. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028917 941 '2) Achvny Promotions New Actlvuty filter added r v m you! )1 V no N v: Partnerships IGTV Episodes Problem #4 People want to easily digest 'must-see' 0' 'o'oﬁ information and have a 90 ~m You Inked 3 posts tagged wnh the IOCBIIOH New aﬂ- York NY this week simple and organized feed. Redécted SCA Today .GDQB. following you s - O CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028918 We heard in research that... want notifications groupedlike when you go into a post and see the comments or likes rather than see it as a billion notifications. lt would be easier to navigate and get caught up especially if you're expecting If notifications were COmmentS. concise they would probably get me to use IG more often. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028919 9:41 9:41 Activity Activity Promotions II? Q SearcIw G3 A See Shopping Alerts Branded Content See Instagram Updates 3 Shopping See Report Requests We want to avoid things See FoIIaws that add complexity, t00 much work for the user, """" O :::::;;x::f%1*ed m See Mentions Seem... a"°'ta"eawa""°"'°° iRedm" SCA - Ind: Activity Redacted SCA - Redacted SCA - . w "n Iezburrows started m . "_' . - . . _. _ GD Q Q GD Q ,9 CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028920 9:41 J'- Don't Mlss __ 4 priority unseen EW.3cA comments on your post. 2 days ago, Rep|y? -_. _ ~___ |' New We are starting to explore a scalable organization system in Activity Redacted SCA - QI'Q _.__ CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028921 9:41 ml?- chchoitoi , A Smarter "ﬂay To Yideo (7'3" Learn More Problem #5 People don't want to be 1,034 Posts 12K Followers 1,756 Following interrupted, but they still want Christine Choi to receive helpful information Product Designer at @insmgram NJ NY CA Edit Profile New & Selfie (V'Q'? Plants Hakes an .02. J) CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028922 Can we make this more contextual? 9:41 chchoitoi portal A Smarter Way to Video Call Introducing Portal from Facebook. Alexa Built-in. And so much more. schwa23, choichoi and 25 others are using it. Learn More 1,034 12K 1,756 Posts Followers Following Christine Choi Product Designer at @instagram NJ [emoji] NY [emoji] CA [emoji] Edit Profile New Selfie Plants Hikes Redacted - SCA Video chat ended Portal from Facebook Make video calling even easier with Portal. Smart, hands-free video calling with Alexa built-in. Learn More Not Now CONFIDENTIAL - PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00028923 Can we we trigger based on intent? 9:41 .al va 9:41 + chchoitoi : BX Your Shared Memories It Home ~ - nun-A [110 Your Shared Memories at Home 1,034 12K 1,756 Posts Followers FoIIowing ChristimChoI Product Deségrm at @instagram NJ NY CA Ednproru. £3 prnskee V a a W! t' a_bablyova + New Seme PIanls Hikes «a a' dabneydoni I! v m Q: A",ession nocom v a caroliglo V I'M' 0 O hollylowonstudio kinetictheoryomcial V V rvanolsoﬂ-_ *7 CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG00028924 Fix broken experiences Get everyone onto and happy with our At the same time, QP & Notification platform we will focus on these key themes Experiment with new formats & inventory management systems (Full H1 Strategy) CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-OOO28925 m; (. CONFIDENTIAL - PRECMTTEYCONIDNTIALITY AGREEMENT MTG-IAGOOOZ892 6 Our Principles RELEVANT RESPONSIBLE Make sure it adds Consume people's value to the recipient attention responsibly EFFORTLESS DISTINCT Do heavy lifting, but A private home for give users control public connections CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028927 tn 4vu . .I an l Reda'ctéd' 1313K; Trmemerang "gm".;._A_._.._L,,,A,A,.. Workplace m.§_m...:f.s¢-. :RedacYei-SCKJ ' @ 0 o wvwa.m.. o For teains looking to work with us to test and build QPs and Notifications, jom ® "°"'"'"""'"""""""""' M .20 . €rrrsr..,..o,,s_..is._.s,, 9 , O zxi these groups. GI Redacted - SCA l 1-.__ __,J Instagram Quick Promotions XFN: Instagram Notifications XFN: Proposals & Launches Proposals & Launches Instagram Quick Promotions Eng Q&A Instagram Notifications Eng Q&A CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028928 Workplace o For teams that have any feedback on g» anything we work on or are looking for general updates about what Notification Systems is up to, piease 'oin these gr0 Ups J Instagram Notifications Feedback IG Notification Systems FYI CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028929 Wiki Mm rim-mi ,mm. swan" + New Page My User Page My Activity I Inst-gram Notiﬁcation Systems EB Wiki > Instagram Notificatiori Systems Edlt Page Certigca Guidelines Notification Guideiines Instagram Notification Systems 0P Guidelies Data 1 [f3]. 0 -© Notifications Dale " OP Data '3, ilmurm'l A~;_~ HoIdouts -23 " : lam-sen; Other Resnumes o 0 WI kl G Englnoorlno Guide Promotions Notifications lnstagram Notification Systems Team is responsible and accountable for creation, support, enhancements, standards 0 Your go to guide forguidelines, POCS, and governance of the platforms Instagram uses to communicate with its users. and other information Our platforms currently support Activity Feed, Push, 09, SMS and Email. We cover on-demand as well as recurring communications. 0 firms://fbu,r|.,gimzigns Mission - Create a holistic communication experience that delivers sustainable value to lnstagram users - Create and drive adoption of a centralized, easy-to-use, reliable and scalable platform that enables end-to-end, x- communication-channel life cycle management Members - w _ 0 - Resenrt:ii os - - GM: Backmiang ' Client Enq Office Hours The Instagram Notification Systems Team holds office hours every Tuesday. 1-2pm PT (4-59m ET), led by Jesse Munit; CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-0002893O Office Hours o Every Tuesday 1-2pm PT o MPK 24.03 The Axe o SAF181.23 Keyshia Cole 4-5pm ET NYC 770.15 Metal Gear CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028931 Product Manager Eng Manager Eng Lead Product Designer Hit us up! UX Researcher Growth Marketing Data Scientist Content Strategist CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028932 . . ,4 .,..-,. . .. '1' . "Ada ' A v. u v- 'A .. I , go» R M w,» < ', Air - ~ ~. | '3 »_ N . .. \ \ , , .. .5» .. ~ . . .. ~ .. . .. ,,, a.» CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028933 What Notification/Promotion product changes would your team like to see? What is challenging about using Feedback for us Notification & QP Platforms today? What does/doesn't resonate about our team's mission & priorities? CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028934 Appendix CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028935 9:41 '2) Activity °'" @ New Activi'y filter added 'rom yuul wu...m.v..> fagoorshipsl' O'Q'ﬁ'af New One of the top reasons 96 You liked 3 posts tagged wim the location New -m ﬁa- York, NY 'his week. ivn people hire Instagram is because it's simple. Redé'oféd - SCA "' "Ciai'fmuim'"EH5;;""DH;{:'6\.vii'r..c. Today 9! .. _ jezburrows started following you. .. .... I )9: 0 Message "Redacted SCA-u - O CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028936 Maintain an app that feels simple and intuitive Support other products and teams Our goals in their efforts to build value Limit redirection away from the main purpose of Activity CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028937 9:41 "I"- '1) Activity New Activity filter added Q3 EI?T9"°"' 'ro... yuuv pun. uuu ., Y??'1,°.'?"'?'. Of 'e'h'e One of the top reasons New people hire Instagram is 93 You liked 3 posts tagged wim the location New York, NY this week. 'm -m because it's simple. EH!!! Redacted SCA - Cruvunl'nl" Shun: ammm- rm Today 9 jezburrows started ,.I9!'.9Wi"_9.¥9U- '13: 0 Message Redacted-$6A .. GD Q CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028938 9241 Activity Relevant New Make sure it adds value to the recipient megababe is now available on Instagram checkout. " ll @ lnstagram now has Group Stories and Event suckers. Check lhem out! milkbarstore liked your post. ireadbyeverlane Is now on lnstagram. m everlane has shipped your order. Would you like to take a survey to help us improve your Inslagram experience? manhaslwewart commented: o a 0:. You liked 3 posts tagged {toasicfalllashlon this week. w DON'T ﬁﬁS'c'c'dé'i'éEX' Fill a users feed mostly with things that don't matter to rhearn'vals just added to rheir invemorv, "'- them. GDQIO CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-|G-AG-00028939 9:41 Activity Relevant New Make sure it adds value to the recipient milkbarstore liked your post, evertane has shipped your order. I Your support request from September 19 was iust updated; '-' marthastwewart commented: .- paulaguzman, ericpron and a others liked your post. elmo started following you. hazeljennings mentioned you in a comment' @cookiemonster So glad you liked San Fransisco! This IS a great shot. -: El chipsahoy commented: You gotta take Moily herev She wouId love it!! assume this is Fort Funston or maybe some other beach? How did I ii DO Make sure a use: sees most of what they you tike our cookies, btw? B care about. {a johndoe, tedboda and nihnr: lihnrt \In-ir nner CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028940 9:41 n",- Activity New Redacted SCA - q m Responsible Redacted SCA - Consume people's attention responsibly Eadier ﬁedaeted ', SCA 0 V'je-zvbdrrows started ,,If'l'3"i?9,y°",' DON'T Redacted SCA - lncentivize behavior with hook tactics like badge clearing. GDQ "c h0 ,I CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028941 9:41 .0".- Activity Nw Redacted SCA - Responsible Consume people's attention responsxbly 4 MEarﬁer Reéacta- $948" 0 kHz-bled w 1 r d Redacted SCA - DO Give people quick access to things v * they're already taking action on. GDQ CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028942 9:41 .0",- Activity New Redacted SCA - Effortless Do heavy lifting, but give useus control DON'T Default to users having to manually adidasoriginal's "Donald Glover Continental 80" available to buy on scroll through GDQIO O notifications. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028943 9:41 Activity New paulaguzman, ericpron and others liked your posl. If adidasoriginal's "Donald Glover Continental 80" available to buy on lnstagram in 15 mins, Tap to get ready' brinanyhlawrence tagged you in a posi. '3 jezburrows started following you, Effortless hazeliennings memioned you in a comment @layla amjadi So in! Molly hates lhe beach, but we'll make it happenl If Do heavy lifting, but give usets control Earlier aaronhardy, ericpron and 67 others liked your posl, DO boda commented: @hazeljennrngs You golta lake Molly here. 1., Help usels QEEI to the things that matter thearrivals just added '0 their inventory. 'H most (i.e aggregating GDQI. nonactionable events). CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-OOO28944 9241 MN"- Activity NOW 0 You have 3 unread messages from jezburrows 'z'v , a . You have 5 unread messages from beniirenzo . , m '2 O You have 42 unread messages from comedycampfriends. m Earlier Redacted -V_SCAU 9 jezburrrdurlsv staried following you. FOIIO Redacted SCA - DON'T Notify users about Distinct private 1:1 convos. A private home for public connections ~. GDQIUR CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028945 9:41 all"- Activity Nw Redacted SCA - Earlier Red'a'éiééiv'LF'V"SCA 9 J 0W 9 m Redacted SCA - DO Distinct Notify LISelS about feedback from graphr A private home for public connections wide interactions. GDQHR /) CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028946 . 9:41 Activity megababe is now available on kl JJ "ll [l lnslagram checkout. 1* lnstagram now has Group Stories and (a) Event stickers. Check them out! ll RELEVANT milkbarstore liked your post, 3 l Make sure it adds (readbyeverlane is now on Instagram. m ! l l evorlane has shipped your order. value for the recipient Would you like to take a survey to help us Personal interactims over promotion, «mprove your lnstagram expenence? l l infonnatlon or peripheral activity manhaslwewart commented: . a H '03 You llked 3 posls tagged foasucfallfashion this week. w DON'T Redacted -SCA: Fill a users feed : 'NIIW mostly with things l l that don't matter to V' 'hearrivals just added to their inventorv. 1 them. GDQ. . O (-N CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028947 9:41 .00."- Activity New mllkbarstore liked your post. overlane has shipped your ordert Your support request from September 19 was just updated. '- ' RELEVANT Make sure it adds . manhastwewart commented: - ﬂ paulaguzman, ericpron and value for the recipient others liked your post. elmo started following you. Personal Interactions oveu' promotion, information or peripheral activity hazeliennings mentioned you in a comment: @cookiemonster So glad you liked San Fransisco! This is a great shot' ii DO chlpsahoy commented: You gotta take Molly here. She would love it!! assume this is Fort Funston or maybe some other beach? How did I iii Make sure a user sees mosi of what they you like our cookies, btw? care about. to johndoe, tedboda and n'hnre Iii/ad \mnr nn<t . CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028948 9:41 .uii'll Activity @ "may, Branded Content Shopping RESPONSIBLE New Consume people's 9 jezburrows s'arted follow'ng you. ...._. m attention responsibly Activity isn't a place where people come éedacted SC A - . to be sold to, distracted or entertained. We should help people get the mosl Earner imponant information as efficiently as possible. DON'T Redacted SCA - Rely on pinning notifications to the top and pushing down the core events in a user's Q Q feed. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028949 9:41 Activity 3&4 Redacted SCA - m RESPONSIBLE Redacted SCA - Consume people's Earlier attention responsibly Activutyls;|1't a piace where people come RedactedV_fV SC A to be soki to, distracted or entmtamed We should help people get the most impOItant Information as CIIICICHIIy as 0 jezburrows started .f?'.'.'.'f..".':'l'.'?f ____ __ m __ possuble. DON'T Redacted SCA - Incentivize behavior with hook tactlcs like badge clearing. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028950 9:41 Activity Nw Redacted SCA - : RESPONSIBLE Consume people's E | attention responsibly Redact9_¢!e_u-_M_SCA Activrty isn't a place where people come to be sold to, distracted or entertained. a _ jezb rrrrrrrrrrrr ... We should help people get the most important information as efficiently as; pOSSIble. Redacted SCA - DO Give people muck access to things a ' "6i" ' o they're already taking actlon on. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-lG-AG-00028951 9:41 ml,- Activity Q Search See Shopping Alerts See lnstagram Updates See Report Requests See Follows EFFORTLESS See Mentions Do heavy lifting, but See Comments give users control See Likes See All Start by anticipating what the user wants, We're always helpful and Today never' In the way. ROdICtQd , , .._. _V_V_V. - SCA liked your posts li '_ i [.s {J _ SCA liked your post. DON'T i in? ; .. mRe'tiacted - SQA Make users work harder to see what's a jezburrows .._ m started imponant @Q.' J; CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028952 9241 .0",- Activity New ____. .__,.__ Rodactod - SCA Ellked your post M RidlCtOd SCA Eliked your post _ ..._...... Rodacled SéA liked your post - E EFFORTLESS _.__ _._ .. E l Illj Redacted - SCA Do heavy lifting, but . 33-: ..~ ..r: ,-.-. ',--~. liked your post. llE Rum give users control SCA liked your post. ll E: - ._.___ - Start by anticipating what the user . wants We're always helpful and ERedactod .'7 - "'. SCA: liked your post- llE nevet' in the way . .. ROdIC'Od SCA iliked your post. _..- - J ll! ; Rﬁm _ SCAwl liked your post. . __.. -_........ ...... DON'T Roda .d . SCA éliked your post. Default to making __ _.... __._ llE' users manually scroll adidasoriginal's "Donald Glover Continental 80" available to buy on I through pages of GDQ. O O notifications. CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT - MT-IG-AG-00028953 9:41 .0",- Activity New paulaguzman, ericpron and %' others liked your postl It" adidasoriglnal's "Donald Glover l Contmental 80" available to buy on lnstagram in 15 mins. Tap to get ready. EFFORTLESS Redacted -_SCA Do heavy lifting, but 9 m __..... _. jezburrrroy; started following you. give users control Start by anticipating what the user wants. We're always helpful and 0 hazeliennings mentioned you in a comment: @Iayla amjadi So in! Molly hates the beach, but we'll make it happen. If never in the way. Earlier aaronhardy, ericpron and .3 67 others liked your post. DO boda commented: @hazeliennings You gotta take Molly here' Help users get to the things that matter theatrivals Just added to their mventoryv most (ie aggregatiiig nonactionable events) CONFIDENTIAL PROTECTED BY CONFIDENTIALITY AGREEMENT MT-IG-AG-00028954 9:41 Activity NOW You have 3 unread messages from iezburrows '* , You have 5 unread messages from benjirenzo m DISTINCT f' \ You have 42 unread messages from comedycampfriends. m A private home for Earlier public connections Redacted SCA - 0 _ __-.__ Activity is an aggregation of feedl'Dack received from casting a net to your jezburrows started following you. m audience. Direct is a collectiOii of private, 111 conversations. 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