The Objective

Social network leaders like MySpace and Facebook give users rigid page templates for self expression. If a user has any hope of getting creative, he has to know CSS—or pay someone who does. Project MSM called for pushing the social network interface to the next level, by supporting fully customizable "microsites" on the server. The idea was to enable registered members to build multiple dynamic web pages without having to learn programming.

The Challenge

For Project MSM the embedded "drag-and-drop" system would have to utilize existing browser technology. It would need to be powerful enough that users could build any degree of microsite—even building in external web pages—yet simple enough that any computer-owner could use it. The tool would have to come off as familiar, comfortable and trusted, thus our solution would need to be implemented with existing frameworks. For example, users could not be required to download and install software. Ideally, the interface would behave like the desktop of a computer operating system, ensuring max user comfort and fluency.

The Solution

In the Development Lab our team invented and rolled out Jove¹—a completely custom software package that allowed us to innovate and stay ahead of our competition by slicing development cycles in half.

Results

Jove¹ and its software successors facilitated all of the following front-end design capabilities. These end-user benefits were unprecedented online. Site traffic for Project MSM grew 500% in the first quarter's Beta test without any active marketing whatsoever; all results were viral. Users generated an average microsite of three pages upon registration.

• Users can build and access multiple microsites, with free hosting
• No download/install necessary; easy "drag-and-drop" interface is seamless in browser
• No technical or software skills are required for page design or layout
• Free page wizard and templates to help users get started
• Thousands of different frame options allow for completely customized look and feel
• Unique URLs enable microsite sharing with friends and family; no need to upload anything
• Users have full control over privacy settings, so they can choose who views the microsite
• Cool "embed" feature supports adding existing web pages (such as eBay retail) into microsites

See eCommerce to learn about the next level of Project MSM: enabled shopping. Jove³ and related technologies have since been used as the dev foundations for multiple sites, especially niche media and social networks.