Analyzing  the  user  experience  of  vertical  social  networks

Nuzzel

Nuzzel

Category:   News

Use  Case:   Discover  news  through  your  friends

Platforms: iOS,  Android

Funding:   $5.1M*  

Rating: 4.5

*Source:  Crunchbase

Social  Features  Overview

Twitter  pushed  as  main  social  login  during  onboarding

• Twitter   pushed  as  main  social  login

Welcome  Screen Other  Logins

• Facebook  and  email  much  less  prominent

• Sign  up  message   very  different

• Core  message:  “Discover  through  people”

• Screen  shown  even  if  user  skips  signup

Onboarding  Instructions

Login

Home  ScreenPublic  searchUsers  outside  of  the  social  graph  can  be  found  through  user  search

Highly  dependent  on  TwitterStories  shared  by  two  or  more  of  your  Twitter   connections  become  a  Nuzzel(not  available  with  Facebook  login)

Twitter   network  exposedCredibility  and  relevance  through  showing  connections  who  shared  an  article

Room  for  improvements:No  clear  navigation  labels;  reduces  orientation  and  generates   unnecessary  swipes Prominent  Sharing

Outbound  sharing  directly  available  in  the  feed  

Home  Screen  is  the  core  element  for  discovering  news

Friends User  Feed  (Profile) Friend  Subscription

• Twitter   followers  described  as  my  “friends”  in  Nuzzel

• Profiles  are  publicly  accessible

• A  profile  is  basically  a  collection  of  Nuzzels

• Friends  can  be  favorited(network  within  network)   and  shared  

• You  can  consume  other’s  Nuzzels through  subscription

• Email  and  push  notifications  as  channels  for  user  subscription

The  social  graph  is  a  key  channel  to  discover  news

Share  app  to  email  contacts:

• If  you  tap  on  share,  an  automatic  email  is  sent

• No  other  channels  (Whatsapp,  SMS,  Twitter)  are  used  to  send  an  invite  from  this  screen

Invite  Contacts Facebook  App  Invite

Invitation  process  is  focused  on  Email  and  Facebook

Outbound  invite  to  Facebook:

• User  has  to  write   the  message   herself

• No  clear  context  to  understand  what  the  app  is  about

• Direct  CTA  to  send  the  user  to  the  App    Store

Notifications  Center

FrequencyUser  can  set  the  a  daily  frequency  for  alerts

Manage  your  email  subscriptionsUser  can  set  the  channels  to  which  she  subscribes  per  email  to

Threshold  for  push  notificationsSet  the  number  of  friends  who  shared  an  article  for  getting  notified

Customizable  Daily  Digest  User  can  receive  most  relevant  news  in  an  email  digest

Customizable  notifications  to  increase  personalization

UX  is  very  different  if  no  Twitter  account  is  given

Only  Facebook Only  Twitter

Dependence  on  Twitter

• Word  friends nowhere  to  be  seen,  if  only  Facebook  account  given

• User  is  prompted  with  a  big  CTA  to  sign  up  with  Twitter

• The  number  of  Feeds  is  substantially  lower  if  no  Twitter  available  (5  vs  10)VS

Nuzzel

Social Login yes

User  Profiles yes

Friends /  Followers yes

News  Feed yes

Notifications no

User  GeneratedContent no

Messaging no

Invite Friends yes

Outbound  Sharing yes

Positive:• Rich  news  discovery  through  social  graph• Social  is  the  backbone  of  the  UX• Outbound  share  very   prominent  to  increase  

virality• Customizable  marketing  channels  for  

personalized  news  notifications

Potential   Improvements:• Dependence  on  Twitter   could  be  lower• UX  is  completely  different   if  no  Twitter  

account  given• No  social  interactions  to  increase  

engagement  (likes,  comments,  in-­‐app  share)

Social  Experience  Overview

•     •    

This  presentation  was  not  created  or  sponsored  by  Nuzzel,  Inc.  We  created  this  presentation  to  demonstrate  how  a  successful  app  leverages  social  features.