Live Notes from Facebook Profile Redesign Briefing (Sandbox Launching This Week)

We’re here at Facebook this morning for a briefing on the new profile redesign. We’ll be live blogging throughout this morning’s session.

Chamath Palihapitiya, VP Product Marketing: We’re seeing some trends emerging around the news feed and mini feed. As we’ve introduced more active and passive ways to share information, the aggregate amount of information that is being created has increased. And as frequency of sharing has increased, the average size of each piece of content has decreased.The profile redesign aims to make the profile cleaner and simpler, give users more control over their profile, and emphasize recent and relevant information first. For developers, we want to make the most engaging and relevant applications more prominent.

Mark Slee, Product Manager. We’ve moved from a single flat profile page to a tabbed design. The goal is to split up different types of information according to the different ways user communicate. The core tabs are Feed, Info, Phoots, and Boxes, and there will be custom application tabs as well.

The Feed tab is the heart of the new profile – what we really want to do is pull everything together into one stream. This makes it easy for viewers see what the profile owner has been up to lately. The new Publisher lets users interact directly with the feed, and putting it close to the feed really contributes to the feeling of control we want users to have. Facebook and developer applications can publish to the feed. Also, story re-sizing will be introduced, allowing users to make stories bigger or smaller depending on what they feel is the most relevant.

The Info tab you may recognize as containing the core information Facebook originally contained. The reason we split it apart from the Feed is that the Feed is dynamic and relevant for a given time frame, but Info is more static and relevant for a longer period of time. We will also make this tab extensible for developers to add information to this tab.

Photos is one of the richest and most engaging parts of Facebook, and is an example of how applications can integrate with the profile via its own tab.

The fourth core tab is the profile box tab that makes application profile boxes easier to consume. We’re maintaining a lot of the features that exist today – this is backwards compatible, and users can continue to arrange the boxes on this tab as they have been able to on their profile page so far.

Finally, custom application tabs allow users who are really engaged with certain applications to make them a very prominent part of their profile. This is also a big new opportunity for developers, we’ll talk more about that later.

Ruchi Sanghvi, Product Manager. We want to enable developers to create experiences that engage users in more meaningful ways. The main integration points are the Publisher box on the Feed tab, application info sections, the boxes tab, and custom application tabs.

The Feed tab is the focus of the new profile. It contains information like interactions and status updates. We’ve found that Feeds have increased engagement and interaction, and we wanted to expand that more on the profile. Users can publish feed stories from the Publisher on the Feed itself, or on application Canvas pages. Developers will have the choice of 3 different types of stories – full, short, or 1 line stories. Developers will choose which to use based on the nature of the content, and users can resize stories in their feed. We think this will lead to a lot of application traffic and distribution.