Finding Cross-device Opportunity among Google’s Extreme Users

Business Context

A group of likeminded researchers came together on the topic of Ambient Computing with a desire to see “beyond the trees”. To do this, we looked across the user's ecosystem of devices and products as well as unique markets to spark innovation, “the forest”, through Project Grove. We aimed to uncover innovation opportunities for an ambient computing future by building upon and in collaboration with the ambient computing and xDevice efforts across Google.
We determined the best way to do so was investigating the users with an extreme set of needs, constraints, or desires, e.g., lack of access to physical infrastructure.

We utilized a 2-phase approach:

Phase 1: Generative Research with Extreme Users

Two triadic sessions per market, with Technophiles and Value Seekers respectively:
- US (N=6)
- Japan (N=6)
- South Korea (N=6)
- Germany (N=6)
US (N=4,000)
Japan (N=4,000)
South Korea (N=2,500)
Germany (N=2,500)

Anticipating Unreliability is the idea that unreliability is expected, that redundancy can be elegant, and that we can take a more active role in creating greater continuity in user’s lives.
Avoid burdening users with too much information or optionality about how to best increase reliability.
- I want to avoid constant interruptions so I can focus on my daily life
- I want to know that my devices are always acting as my safety net
- I want to use devices for different purposes, while being able to do core things the same way across them

Promoting Discovery is the idea that there is a spectrum to learning styles, that technology needs to be discoverable, and that a compelling onboarding experience can be a transformative feature.
Avoid over-indexing on hyper customizability or learning that requires concerted effort by users.
- I want to try new things on my devices without making permanent changes
- I want my devices to adapt to my needs without limiting my discovery of new things
- I want my devices to find the right time and way to help me discover or even rediscover new features
- I want to increase the lifetime value of my devices

Optimizing Sharing is the idea that security and efficiency don’t have to be mutually exclusive and that users can control what they share and what they keep private through intuitive functionality.
Avoid creating separate interfaces and systems for shared content.
- I want peace of mind knowing that I have control over my data
- I want my devices to keep me secure and manage my privacy without sacrificing any of the benefits
- I want my devices to be dynamic and adjust to different modes of use so that I can flexibly use them when and how I need

Impact

Unfortunately, the impacts of this project are not public knowledge. Let’s talk more in person :)