Sharing everyday moments with friends is friction-heavy: cameras are clunky, photos look bad without editing, posting to existing networks feels too formal, and there is no single feed dedicated to visual storytelling among the people you actually care about.
FACTOR 01
Capturing a good photo takes too much effort
FACTOR 02
Making a photo look good requires separate editing tools
FACTOR 03
Existing networks feel too formal for casual moments
FACTOR 04
No feed built around visual storytelling
FACTOR 05
No easy way to reach just the people you care about
Instagram - helping everyday people to instantly capture, beautify, and share their photos with the friends who matter, in one image-first feed built for casual visual storytelling.
Capturing a good photo takes too much effort
→
One-tap in-app camera
Making a photo look good requires separate editing tools
→
Built-in filters and edits
Existing networks feel too formal for casual moments
→
Casual-first sharing
No feed built around visual storytelling
→
Image-first feed
No easy way to reach just the people you care about
Every job is expressed at four depths, from a minimal basic version to a comprehensive one. Each dot is a feature — the median climbs with depth (a comprehensive feature is 7.0× harder on average than its basic version), but so is the overlap.
3 customers × 4 adoption stages = 36 cohorts. Each cell is a cohort, sized by its requirement load and grouped by customer segment (coloured by marketplace side). Hover for details.
36 cohorts → 7,815 requirement links → 647 of 684 features. Each band is a customer segment, each ribbon is a requirement link, and width shows how many features a segment demands from each problem domain. Hover for details.
What each squad builds next — the first card on its row of the derived board, and the customer cohort it is for.
Identity & Growth
Onboarding
#1Signup & Profile Teamauto-assigned
Type a name
A single text field for your display name, saved to your profile. The most basic identity so friends can recognize who posted.
For #1 · Curious First Likers
#1First Friends Teamauto-assigned
Search by username
A search box to look up friends by exact username or name, then tap follow. Solves finding people when you already know their handle.
For #1 · Curious First Likers
#1Core Loop Onboarding Teamauto-assigned
Tap one filter
Show a single row of preset filters under the photo; tap one and the whole image instantly takes on that look. One tap, done.
For #1 · Curious First Likers
Friends Network & Growth
#2Follow Discovery Teamauto-assigned
Exact username lookup
A search box matches usernames exactly and shows the profile so you can tap follow. Solves cases where you already know a friend's precise handle.
For #2 · App-Curious Early Joiner
#2Findability Teamauto-assigned
Set a unique username
Claim a one-of-a-kind username at signup so anyone who knows it can type it in and land on your exact profile. Solves finding people whose handle you already know.
For #2 · App-Curious Early Joiner
#2Invites Teamauto-assigned
Share an invite link
Generate one personal invite link you can paste into any text or email, so friends who aren't on the app can tap and join.
For #2 · App-Curious Early Joiner
#2Network Curation Teamauto-assigned
Unfollow from profile
A clear Unfollow button on each person's profile instantly removes their posts from your feed. Solves the basic case: you know who to drop and go do it.
For #2 · App-Curious Early Joiner
Capture & Editing
Effortless Capture
#2Core Capture Teamauto-assigned
Ask permission on first open
On first launch, show the system camera permission prompt and, once granted, drop the user straight into a live shooting view.
For #2 · App-Curious Early Joiner
#8Tricky-Lighting Capture Teamauto-assigned
Tap-to-expose on the face
Tap the subject on screen and the camera sets exposure for that spot, so a backlit face brightens instead of turning into a silhouette.
For #8 · Contact-Synced Circle Builder
#8Selfie Capture Teamauto-assigned
Front-camera one-tap selfie
Open the app to a live front camera, tap once to shoot yourself, and get automatic light and color correction applied instantly with no settings to touch.
For #8 · Contact-Synced Circle Builder
#13Food & Object Capture Teamauto-assigned
Show framing gridlines
Overlay a simple rule-of-thirds grid on the live camera so you can center and straighten the object or dish before you shoot.
For #13 · Variety-Hungry Regulars
In-App Beautification & Editing
#2Filters & Auto-Correction Teamauto-assigned
Tap None to clear
A 'None' option sits first in the filter row; tapping it removes any applied filter and shows the original captured photo again.
For #2 · App-Curious Early Joiner
#2Manual Adjustments & Framing Teamauto-assigned
Center-fit auto crop
When a non-square photo is added, it snaps to a fixed center square crop so every post fits the frame without any user action.
For #2 · App-Curious Early Joiner
#5Imported Photo Editing Teamauto-assigned
Snap to square
Auto-crop any imported photo to a centered square so it fits the feed, with a simple drag to reposition which part of the image stays.
For #5 · Feed-Curious Novelty Seekers
Sharing & Feed
Casual Sharing & Posting
#2Casual Posting Teamauto-assigned
Show your audience label
Before posting, a clear line states who will see it — 'Shared with your followers' — so you know the reach isn't public or private by accident.
For #2 · App-Curious Early Joiner
#2Audience & Privacy Teamauto-assigned
Post to your followers feed
Publish a photo once and it appears in the feed of everyone who follows you—no forwarding, no per-person sending. One tap reaches all your friends at once.
For #2 · App-Curious Early Joiner
#2Caption & Context Teamauto-assigned
Publish without caption
Skip the caption field entirely and post the photo on its own. The image publishes to the feed with no text attached.
For #2 · App-Curious Early Joiner
Image-First Feed & Discovery
#1Feed Scrolling Teamauto-assigned
Manual tap-to-reload
A refresh button at the top reloads the feed, fetching any new posts from friends since you last opened it. Solves the basic need to check for something new.
For #1 · Curious First Likers
#1Reactions & Comments Teamauto-assigned
Tap the heart button
A heart button under each photo. Tap it to like, tap again to unlike. The heart fills in so you and the poster can see it registered.
For #1 · Curious First Likers
#2Profile Viewing Teamauto-assigned
Scroll the photo grid
A friend's profile shows every photo they've posted in a simple reverse-chronological grid of thumbnails you can scroll through and tap to view full size.
For #2 · App-Curious Early Joiner
#2Retention & Habit Teamauto-assigned
Show newest at top
Reopening the app loads the latest photos from people you follow, newest first, so you scroll back to see what posted while you were away.
Instagram-style Social app
Problem
Sharing everyday moments with friends is friction-heavy: cameras are clunky, photos look bad without editing, posting to existing networks feels too formal, and there is no single feed dedicated to visual storytelling among the people you actually care about.
Solution
2-sided marketplaceInstagram - helping everyday people to instantly capture, beautify, and share their photos with the friends who matter, in one image-first feed built for casual visual storytelling.
How it works
5 stepsPrinciples
10 beliefsProblem domains
6 domainsUse cases and Jobs
6 domains → 28 use cases → 171 jobs. Each cell is a use case, sized by its job count and coloured by domain. Hover for details.
Features
684 featuresEvery job is expressed at four depths, from a minimal basic version to a comprehensive one. Each dot is a feature — the median climbs with depth (a comprehensive feature is 7.0× harder on average than its basic version), but so is the overlap.
Open Features →Customer segments
2-sided marketplace3 customersCustomer cohorts
3 customers × 4 adoption stages = 36 cohorts. Each cell is a cohort, sized by its requirement load and grouped by customer segment (coloured by marketplace side). Hover for details.
Open Customer cohorts →Customer requirements
36 cohorts → 7,815 requirement links → 647 of 684 features. Each band is a customer segment, each ribbon is a requirement link, and width shows how many features a segment demands from each problem domain. Hover for details.
Customer terrain
Requirement load for every cohort — customers × adoption stages. Green is easy ground, red is steep.
Customer sequencing
The first moves on each side of the marketplace — the lightest cohorts, in rollout order. Colour = requirement load (green is easy ground).
Team composition
123 roles · 26 squads · 9 groupsAll 123 roles open — hiring not startedThe whole org in one block — divisions → groups → squads left to right, band height = FTE headcount. Hover for details.
Open Team composition →Product roadmap
647 features to build · 36 of 36 cohorts wonWhat each squad builds next — the first card on its row of the derived board, and the customer cohort it is for.
Positioning
4 momentsMarket opportunity
Opportunity over time — overlaid TAM / SAM / SOM bands per positioning moment.