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Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
Understanding anyone's social network in 60 minutes
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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.

A research method for understanding why people choose one communication tool over another.

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  • 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.
  • Transcript

    • 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?
    • 8. Meanwhile… Meanwhile…
    • 9. Stopping self-referential design
    • 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
    • 27. Meanwhile… Meanwhile…
    • 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

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