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
Capture friction on everyday devices
FACTOR 02
Raw photos look unpolished without editing
FACTOR 03
Existing networks feel too formal to post in
FACTOR 04
No dedicated feed for visual sharing among close friends
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 6.4× harder on average than its basic version), but so is the overlap.
3 customers × 4 adoption stages = 28 cohorts. Each cell is a cohort, sized by its requirement load and grouped by customer segment (coloured by marketplace side). Hover for details.
28 cohorts → 1,060 requirement links → 525 of 804 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.
App opens straight to the camera view instead of a feed or home screen. Solves most cold-starts on fast phones where the camera loads within a second.
M1Beautify & Editing Team
Tap-to-apply filter list
Named filters in a list; tap one to apply it to the photo, tap another to switch. Solves most cases where names hint at the look.
M1Review & Import Team
Full-screen preview
After the shutter, show the captured photo at full size so the user can judge focus and expressions before posting. Solves basic 'did it come out?' checks.
Sharing & Posting Group
M1Posting Flow Team
Linear shoot-filter-post
Camera opens on launch; after shooting, a single Next button carries the photo through filters to a Post button without leaving the flow. Solves most straightforward posts.
M1Audience & Context Team
One-audience default share
Every post goes to your entire friend list automatically, no picker or options. Solves ~80% of casual shares by making the friends-only feed the single destination.
M1Post Management & Engagement Team
Tap to like
A single like button on each photo toggles on with one tap. Solves the basic urge to acknowledge a friend's post without typing anything.
Trust & Safety Division
Privacy & Access Control Group
M1Audience Approval Team
Pending requests list
A single inbox listing everyone waiting to follow you, each with accept and decline buttons. Solves the core need to see and clear requests.
M1Post Privacy & Controls Team
Private-account toggle
A single setting locks your account so only current followers see posts; non-followers see nothing but your name and photo. Solves the basic lock-down need.
Safety & Security Group
M1Abuse & Content Moderation Team
One-tap block
Block a user from their profile so they can no longer follow you, see your posts, or send messages. Solves the basic cutoff for most cases.
M1Photo Protection Team
Hide the save button
Remove the download/save-to-device button on your posts so followers can't save images with one tap. Covers casual saving for most everyday cases.
M1Account Security Team
Password login
Standard email-and-password sign-in with a strength meter that blocks weak, reused passwords. Solves basic protection for most casual accounts with no extra setup.
Social Graph & Feed Division
Friend Feed Group
M1Feed Browsing Team
Open to newest posts
Feed opens showing friends' most recent photos at the top, ready to skim immediately with a simple vertical scroll. Solves the basic idle-break case.
M1Feed Engagement & Curation Team
Single-tap like
One heart button under each photo toggles a like on and off. Solves the basic acknowledgment for most photos with the lowest possible effort.
Friend Circle Group
M1Friend Discovery Team
Match numbers to accounts
Grant contact access once; app matches phone numbers against existing users and shows a plain list of people you already know to follow.
M1Circle Management Team
Accept or decline list
A pending-requests list showing each requester's name and photo with simple accept or decline buttons. Handles the core decision for most familiar requests.
Onboarding Group
M1Signup & Recovery Team
Email code confirmation
Enter an email address, receive a one-time code by email, type it back to confirm ownership. Solves basic signup for most desktop and web users.
M1Profile & Permissions Team
Type and check availability
Enter a username; the app confirms whether it's free or already taken with a clear inline message before you continue.
M1First-Run Experience Team
Show a one-line pitch
A single welcome screen states plainly: share everyday photos with the friends you care about. Solves the basic concept for most people who read it.
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 marketplaceA single app where you capture, one-tap beautify, and share everyday photos to a dedicated feed of the friends you actually care about.
How it works
4 stepsPrinciples
10 beliefsProblem domains
6 domainsUse cases and Jobs
6 domains → 32 use cases → 201 jobs. Each cell is a use case, sized by its job count and coloured by domain. Hover for details.
Features
804 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 6.4× harder on average than its basic version), but so is the overlap.
Customer segments
2-sided marketplace3 customersCustomer cohorts
3 customers × 4 adoption stages = 28 cohorts. Each cell is a cohort, sized by its requirement load and grouped by customer segment (coloured by marketplace side). Hover for details.
Customer requirements
28 cohorts → 1,060 requirement links → 525 of 804 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
111 roles · 25 squads · 10 groupsAll 111 roles open — hiring not startedThe whole org in one block — divisions → groups → squads left to right, band height = FTE headcount. Hover for details.
Product roadmap
597 deliverables · 56 milestonesThe next milestones from each squad
Positioning
5 momentsMarket opportunity
Opportunity over time — overlaid TAM / SAM / SOM bands per positioning moment.