Understanding anyone's social network in 60 minutes
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A research method for understanding why people choose one communication tool over another.
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Understanding anyone's social network in 60 minutes
- 1. Social Map
- 2. Ultimate yet impossible research goal To understand how humans communicate.
- 3. Communication products need to understand ‘human communication’
- 4. Need: to think beyond Gmail
- 5. Need: to think about broad communication
- 6. How, why, when, where people choose different communication tools
- 7. Why the need for two phones?
- 10. Early vs. later research vs.
- 11. Need: user insight fast We need to start designing next week…
- 12. Field research not feasible
- 13. Only time to pick some people
- 14. 60 minutes to understand communication behaviour 60 minutes
- 15. Social Map
- 16. Social Maps in our offices
- 17. Social Maps on the street
- 18. Required materials: paper + post-its
- 19. Building layers of understanding over time
- 20. Layer 1: People + Groups
- 21. Layer 2: Communication Tools
- 22. Layer 3: Recent Events
- 23. Layer 4: Sharing Content
- 24. Layer 5: Mapping Actual Behaviour
- 25. Layer 6: Sticky dots
- 26. Social Maps in China
- 28. Development team observing research Research Participant Researcher Product Manager
- 29. Early trumps later research vs.
- 30. Social Map
- 31. Strong buy-in from the development team
- 32. Research finding: People’s groups are almost always separate
- 33. To understand how humans communicate. in 60 minutes some
Notas do Editor
- I’m going to talk about a research methodology we recently started experimenting with at Google. It’s called a Social Map. Social Maps have taught us things like: - People’s groups are almost always separate. - Many people don’t use I.M. in many contexts as they think it inefficient and time consuming. - Many people use SMS when they want to avoid an awkward conversation.