Reclaiming Respect. Reinforcing Trust. Rebuilding Conversation.
We studied how people use Instagram, Facebook, Threads and X, then designed a new platform where every post can be fact-checked and every voice carries an AI Trust Score.
We spent the discovery phase inside the platforms people already use — auditing feeds, reply threads, moderation notices and community notes to see where trust breaks down and conversation turns hostile.
| Capability | Threads | X | Demos | ||
|---|---|---|---|---|---|
| Visible fact-checking on posts | Partial | Partial | None | Strong | Every post, inline |
| Source credibility signal | None | None | None | Partial | AI Trust Score |
| Civility and tone controls | Partial | Partial | Partial | None | Interaction rules per post |
| Feed transparency | None | Partial | None | Partial | Following vs Demos Feed |
| Trusted onboarding | None | None | None | None | Personal invite codes |
Qualitative benchmark from our research audit; ratings reflect visible, in-feed features at the time of study.
Persona creation
Persona 129 · Civic-minded creator
“I want my posts judged on facts, not on who shouts loudest.”Goals
Grow an audience that values accurate, thoughtful posts.
FrustrationsPile-ons in replies; credible posts buried by viral misinformation.
Uses todayInstagram, Threads
Persona 254 · Daily news reader
“I can’t tell anymore what’s real on my feed.”Goals
Stay informed without second-guessing every headline.
FrustrationsFact checks are hidden or arrive days late.
Uses todayFacebook, X
Persona 336 · Community moderator
“Give me tools to keep conversation civil without silencing anyone.”Goals
Keep group discussions respectful and on-topic.
FrustrationsManual moderation, no reply controls, invite spam.
Uses todayFacebook Groups, X
Scrolls feed, spots a viral claim
FeelingCurious but skeptical
Demos: Trust shield on every postLeaves app to search sources
FeelingFrustrated, uncertain
Demos: One-tap Post Fact CheckReads replies, sees hostility
FeelingAnxious
Demos: Author-set interaction rulesReposts to friends
FeelingHopeful
Demos: AI Trust Score on profilesInvites people they trust
FeelingConfident, respected
Demos: Personal invite codes
Sign inMission + focused form
Home feedTabs, composer, trust shields
Fact check sheetVerdict, sources, score
Invite friendsChips + unique code
Verified and flagged states pair shield shapes, icons and text labels, not only blue vs red.
Navy, crimson and gradient text checked at 4.5:1 in both light and dark themes.
Shields and scores announce e.g. “Fact-checked: accurate, Trust Score 87 of 100”.
Full keyboard path through feed, composer and fact-check sheet with visible focus rings.
Rail icons and post actions sized at least 44 × 44 px.
Animations respect prefers-reduced-motion; layouts hold at 200% text size.
Synthesis showed users don’t leave networks because of too much content — they disengage when they can’t tell what’s true or who to believe.
From dozens of concepts, two value-adds rose to the top in co-design sessions and became the heart of Demos.
Any claim can be checked in one tap. Results appear inline as a verified or flagged shield, with sources a reader can open.
A transparent 0–100 score that reflects a profile’s accuracy history, civility and community endorsements — explained, never hidden.
The visual language draws on the American flag: deep navy for authority, crimson for energy, white for clarity. Stars texture the navigation rail, stripes shape the logo, and every icon was drawn custom for Demos.
Home, Demos Feed, profile, search, notifications, settings, moderation, communities, fact check and chat, designed in high fidelity.
Moderated sessions validated that readers understood shields and scores at a glance. We iterated on wording, contrast and the score explanation, then handed off developer-ready specs for both themes.
Trust Score felt like a judgment — reframed with an explainable breakdown.
Flag shield contrast raised to meet WCAG 2.2 AA in dark mode.
Reply controls (“Anybody can interact”) moved into the composer.
Tokens, icon set and light/dark specs shipped to engineering.