Understanding anyone's social network in 60 minutes
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To understand human communication, researchers created "Social Maps" which involved mapping people's social groups, communication tools used, recent events, sharing of content, actual communication behaviors, and more over multiple layers and over time. The goal was to design communication products that understand human communication beyond just email by gaining user insights into how, why, when, and where people choose different communication tools. Researchers only had 60 minutes with some participants to map their communication behaviors.
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: Peoples groups are almost always separate
- 33. To understand how humans communicate. in 60 minutes some
Editor's Notes
- Im going to talk about a research methodology we recently started experimenting with at Google. Its called a Social Map. Social Maps have taught us things like: - Peoples groups are almost always separate. - Many people dont 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.