Facebook innovated to become the dominate social network with 600 million users in just six years. What will it do for an encore? More importantly, how will it continue to innovate? For this month’s LAB, we will apply the Attribute Dependency tool to demonstrate how Facebook might continue re-inventing itself.
To use Attribute Dependency, make two lists. The first is a list of internal attributes. The second is a list of external attributes – those factors that are not under your control, but that vary in the context of how the product or service is used. Then create a matrix with the internal and external attributes on one axis, and the internal attributes only on the other axis. The matrix creates combinations of internal-to-internal and internal-to-external attributes that we will use to innovate. We take these virtual combinations and envision them in two ways. If no dependency exists between the attributes, we create one. If a dependency exists, we break it. Using Function Follows Form, we envision what the benefit or potential value might be from the new (or broken) dependency between the two attributes.
Here are attributes of the Facebook experience:
Internal
External
Here is a sample of ideas:
2. NATURE OF FRIENDSHIP – SIZE OF FRIEND’S NETWORK: As your friend’s network changes, Facebook categorizes the nature of your friendship with them to utility-based, pleasure-based, or goodness-based as appropriate. It does this by examining the nature of your friend’s friendships and suggesting where you might stand as a result. Perhaps this is an analytical tool offered by Facebook to get a clearer picture of your friendships based on their friendships. Categorizing friends this way could be a setting to allow different views of their postings on your wall.
4. FRIEND’S DEMOGRAPHICS – WALL POSTINGS: Your view of wall postings varies by the friend’s gender, age, etc. Facebook would offer a “friend switch” to allow you to see just postings by males or by females for example. The switch is essentially a set of filters that allow you to customize your view at that moment. You could filter wall postings by single, males, age 30 to 35, who have an interest in a particular hobby. The benefit is it allows you to eliminate clutter to see more relevant postings.
5. DEGREE OF FRIENDSHIP – WALL POSTINGS: Friendship “strength” changes depending on your interaction with each others wall postings. Facebook essentially helps you categorize friends into degrees of friendship starting with your inner circle (closest of friends) and moving concentrically out to your weak ties. Facebook tracks visits and postings to friend’s pages and uses the information to update friendship strength. The current Facebook feature that allows you to selectively hide people’s posting is similar to this idea. But this new feature is more beneficial as it categorizes people dynamically and gives you a different viewing depending on degree and nature of friendships.
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