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Social Map
Ultimate yet impossible research goal To understand how humans communicate.
Communication products need to understand ‘human communication’
Need: to think  beyond  Gmail
Need: to think about broad communication
How, why, when, where people choose different communication tools
Why the need for two phones?
Meanwhile… Meanwhile…
Stopping self-referential design
Early vs. later research vs.
Need: user insight  fast We need to  start designing next week…
Field research not feasible
Only time to pick some people
60 minutes to understand communication behaviour 60 minutes
Social Map
Social Maps in our offices
Social Maps on the street
Required materials: paper + post-its
Building layers of understanding over time
Layer 1: People + Groups
Layer 2: Communication Tools
Layer 3: Recent Events
Layer 4: Sharing Content
Layer 5: Mapping Actual Behaviour
Layer 6: Sticky dots
Social Maps in China
Meanwhile… Meanwhile…
Development team observing research Research Participant Researcher Product Manager
Early trumps later research vs.
Social Map
Strong buy-in from the development team
Research finding: People’s groups are almost always separate
To understand how humans communicate. in 60 minutes some

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Understanding anyone's social network in 60 minutes

Hinweis der Redaktion

  1. 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.