analyzing the user experience of vertical social networks: nuzzel
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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.
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