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.
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