Research on a shoestring:
You don’t need a corporate
expense account or a team of
experts. Use what you have and
observe the world around you.
Say you have a project
on a mobile social
We don’t need another Facebook,
but then what do we need?
Understand your parameters:
1. Your marketing stakeholder wants to
target young adults (18-34)
2. Your business strategy stakeholder
wants to ensure that it is easy
enough to learn for a mass market.
Get to the heart of the matter
1. Ask yourself, what is
this really about?
• Hangout spot
2. Is there something that
people do already?
• Parking lot at Dunkin’ Donuts
(hmm… no, you need to also think about your client)
• Skate Park
Open your eyes, and go out the door:
• Crowded/ empty spaces
• Badges of affiliation
• Hierarchies of status
• Unique language
Start out by looking at the big picture
The environment shows you how
people behave as a whole .
The most tricks happen in
front of the lunch tables
Certain areas are
respected as non-social
You start to notice a pattern
Performance and mentorship come up
over and over again.
Skaters spend as
much time watching
The best skaters have Advanced skaters teach
Casual socializing begins
the same helmet sticker and mentor in a
with asking for tips
Now make it actionable
Your users :
• Socialize through teaching OPPORTUNITY
• Rely on a mix of different skill levels
• Hone their skills alone until they can perform
So, they need:
• Clear marks of “teacher” expertise for learners
• Designated areas to switch into observation mode
• Practice spaces set apart from social areas