[Music]
what does a young woman in a Japanese
city and the elderly man in India
village have in common the first glance
it looks like almost nothing navigating
a busy city in Japan is completely
different than navigating an Indian
village but Google Maps has to work for
both of these people and the things that
they want to share are completely
different to but Facebook has to work
for both of these people as well now
when I look back on the time that we
spent trying to solve these problems the
thing that really stands out to me is
how similar these problems actually
ended up being just rewind back to 2005
and this is how Google Maps looked when
it first launched you might notice a
couple of things missing here but and
it’s come a long way since then today
Google Maps gives you directions almost
anywhere you go in the world and as we
started to expand for more and more
countries though things started to get a
bit more complex I remember the first
time we went to India and everyone was
saying we’re not like the rest of the
world
we’re different here and they had a
point this is a photo that I took when I
was there and you can see that you get
stuck in some pretty interesting traffic
jams this is a pedestrian footbridge
believe it or not but the maps are
different too you might notice something
missing from this map there are no
street names this isn’t Google doing a
bad job of labeling the map in India
many of the streets actually don’t have
names and it’s even rarer to have an
address with a number so this means that
in India Google Maps was giving
directions something like this continue
on unnamed Road
turn left on unnamed Road your
destination is at unnamed Road not great
right Japan on the other hand Japan has
some of the most detailed data of
anywhere in the world but when we went
to Japan people were also saying hey
Japan’s not like the rest of the world
we’re different here and they had a
point as well I mean I remember being
blown away by like the sheer volume of
people everywhere
but also how well-ordered everything is
and the match look different – you can
see there’s all kinds of things on this
map but the one thing they don’t have a
street names but here in Japan it’s for
a different reason
addresses aren’t described as streets
that described as blocks the spaces
between the streets this means that an
address can actually end up looking a
bit like a phone number so though Japan
has this incredibly precise address
system you ended up having things like
district 1 block 23 building 5 apartment
2 to 8 so Google Maps was giving
directions something like this continue
on unnamed Road turn left on unnamed
Road your destination is at 1 2 3 5 2 to
8 also not great right actually it
wasn’t just in during Japan in every
place we went to in the world people
were saying we’re not like the rest of
the world
we’re different here everywhere was
different and everywhere had unique
needs how can you build directions that
work just as well for Japanese cities as
they do for Indian villages that was the
problem that the Google Maps team were
facing the Facebook sharing team had a
problem – this is our Facebook looked
when it launched back in 2004 back when
it was still the Facebook and this was
just an for a small community to connect
and share but it’s come a long way since
then now Facebook connects over a
quarter of the world’s population now
the Facebook sharing team’s job is to
give all these different people give
them the tools to share and this is
really difficult because everybody wants
to sit share something different there’s
almost an infinite number of things that
people might want to share and so this
is this is so difficult how we’re going
to go about doing this may be the way to
do it is to start taking these people
and dividing them into groups so that we
can understand them better so you might
start looking at things like what
country are they in are they in urban or
rural area what’s their age or select
gender maybe look at their education
maybe we should look if they’re using
mobile or
top maybe we should look at their usage
patterns to these Facebook a lot that I
use it little maybe we want to look at
the kinds of things that they want to
share are they sharing text that they
sharing video are they sharing photos
this list is endless it goes on and on
and when you start multiplying all these
factors together it becomes unfeasible
how can you build sharing tools that
work just as well for a young woman in
Japan as they do for an elderly man in
India and that was the problem that the
Facebook sharing team were facing now
the scale of these problems that the
Google and the Facebook teams had to
solve had become so large that it become
unfeasible to try and solve them but the
breakthrough came when we stopped
thinking about all the ways in which
people were different and started
focusing on the ways in which everyone’s
the same so if you ask for directions in
India today people won’t give you an
address or a street name or any of this
stuff they’ll say things like it’s by
the temple or go past the river or it’s
next to the school those landmarks to
help you get around and the map reflects
this there may be no street names on
this map but you can see that there’s
lots of landmarks here that the local
people use to get around now in Japan
the situation is actually similar
because of that really complex address
system we talked about people use
landmarks instead of street names to get
around and again you can see this on the
map no street names loads and loads of
local landmarks here now it turns out
that it doesn’t matter where you go in
the world from Tokyo to Bangalore to
Glasgow if you ask someone on the street
how to get around they’ll describe how
to do it using landmarks as well as
street names and suddenly you realize if
you look outside this building here
everything is a landmark the restaurant
in the bottom right is a landmark the
train station is a landmark the big
buildings are landmarks the river is a
landmark and the street names they’re
just another type of landmark it turns
out that Google Maps had been using
landmarks for directions all along it’s
just had only been using one specific
type of landmark so with this insight
the Maps team went about upgrading the
directions these
all the different types of landmarks
that are available sometimes using
street names when they’re relevant other
times using something else so now in
India when you ask for directions
Google Maps gives you something like
this continue past kmk complex turn left
at go to temple your destination is on
the left opposite the big banyan tree
that’s the great landmark right so by
focusing on the ways that people were
similar instead of focusing on the ways
in which people were different the
Google Maps team were able to help
people get around no matter where they
are in the world it turns out that
people navigate the Japanese City and
the Indian village in pretty similar
ways but what about this Facebook
sharing problem
I mean how we possibly going to build
tools to support all of these different
things that these people all around the
world want to share this seems
incredibly difficult now the funny thing
is you might be thinking like you know
why do we need to help people share some
more I’m sure you know I’ve got some
friends that have no problem sharing
stuff on Facebook at all I’m sure you’ve
got some of the same but I’ve also got
some friends that barely share anything
and I know that me and the rest of their
friends would love to see the more
meaningful elements happening in their
lives and so the breakthrough here
happened when we stop thinking about
what people want to share and started
thinking why aren’t they sharing it
already it turns out the biggest
barriers that prevent people from
sharing and not to do the technology or
the tools at all there’s psychological
barriers and so instead of trying to
solve for all of the different things
that people want to share the Facebook
team decided to try and solve those
psychological barriers that we universal
amongst everyone so this is a photo of
my son that I took at breakfast he’s
looking pretty happy here at the moment
but little does he know that he’s going
to try haggis for the first time this
evening and now I always think he looks
adorable but to be honest this isn’t the
best photo I’ve ever taken it’s a bit
grainy the Lighting’s not great
compositions not fantastic this is
definitely not good enough that I would
be willing to share this on Facebook and
this is a shame because I know that his
grandparents always love to see photos
of him
so I’ve drawn a pretty technical diagram
here so follow along this is the range
of quality that something can be from
bad all the way up to awesome and right
here in the middle there’s a bar that
this is the quality bar this is how good
something needs to be for me to be
willing to share it now you can see here
that this picture of my son is
underneath the quality bar this is the
psychological barrier that’s preventing
me from sharing it so if I want to share
this picture there’s two things that we
could do number one is we can elevate
the quality of my content so over the
bar the other thing that we could do is
to lower that psychological quality bar
now if you’re smart you’ll probably do
both of these things and that’s exactly
what the Facebook team did and you can
see this theme in some of the most
recent launches that they’ve done so
using the Facebook camera I can use the
augmented reality mask to turn my
science of a cute little raccoon or if I
want to be a bit more classy I can also
turn him into a kind of classy pencil
sketch these things elevate the quality
of my content and make me more proud to
share it I’m actually quite keen to
share that raccoon picture now I think
it’s cool now on the opposite end of the
spectrum the Facebook live camera lets
you stream live video from your mobile
phone now I’m thinking about making it
up to him by live-streaming his reaction
to trying shortbread for the first time
tomorrow live live video is candid and
it’s raw you can’t edit it you don’t
rehearse it the quality tends to be
lower and so this lowers that
psychological quality barrier because if
you and your friends are all sharing
this stuff that’s candid you’ll be more
likely to do so yourself so it turns out
that the psychological barriers that
were preventing that young woman and
Japan and the elderly man in India are
the same by focusing on the ways the
things that people had in common again
rather than their differences Facebook
is able to help people connect and share
all around the world so now if we look
back again we realized that this young
woman in the Japanese city and the
elderly man in the Indian village have a
more in common than it first seems it’s
really easy to focus on the differences
between people but if we want to build
great tools that make life better for
billions of people all around the world
we need to start focusing on how similar
we all are as human beings and it seems
to me there’s never been a better time
to start thank you very much
[Applause]
what does a young woman in a Japanese
city and the elderly man in India
village have in common the first glance
it looks like almost nothing navigating
a busy city in Japan is completely
different than navigating an Indian
village but Google Maps has to work for
both of these people and the things that
they want to share are completely
different to but Facebook has to work
for both of these people as well now
when I look back on the time that we
spent trying to solve these problems the
thing that really stands out to me is
how similar these problems actually
ended up being just rewind back to 2005
and this is how Google Maps looked when
it first launched you might notice a
couple of things missing here but and
it’s come a long way since then today
Google Maps gives you directions almost
anywhere you go in the world and as we
started to expand for more and more
countries though things started to get a
bit more complex I remember the first
time we went to India and everyone was
saying we’re not like the rest of the
world
we’re different here and they had a
point this is a photo that I took when I
was there and you can see that you get
stuck in some pretty interesting traffic
jams this is a pedestrian footbridge
believe it or not but the maps are
different too you might notice something
missing from this map there are no
street names this isn’t Google doing a
bad job of labeling the map in India
many of the streets actually don’t have
names and it’s even rarer to have an
address with a number so this means that
in India Google Maps was giving
directions something like this continue
on unnamed Road
turn left on unnamed Road your
destination is at unnamed Road not great
right Japan on the other hand Japan has
some of the most detailed data of
anywhere in the world but when we went
to Japan people were also saying hey
Japan’s not like the rest of the world
we’re different here and they had a
point as well I mean I remember being
blown away by like the sheer volume of
people everywhere
but also how well-ordered everything is
and the match look different – you can
see there’s all kinds of things on this
map but the one thing they don’t have a
street names but here in Japan it’s for
a different reason
addresses aren’t described as streets
that described as blocks the spaces
between the streets this means that an
address can actually end up looking a
bit like a phone number so though Japan
has this incredibly precise address
system you ended up having things like
district 1 block 23 building 5 apartment
2 to 8 so Google Maps was giving
directions something like this continue
on unnamed Road turn left on unnamed
Road your destination is at 1 2 3 5 2 to
8 also not great right actually it
wasn’t just in during Japan in every
place we went to in the world people
were saying we’re not like the rest of
the world
we’re different here everywhere was
different and everywhere had unique
needs how can you build directions that
work just as well for Japanese cities as
they do for Indian villages that was the
problem that the Google Maps team were
facing the Facebook sharing team had a
problem – this is our Facebook looked
when it launched back in 2004 back when
it was still the Facebook and this was
just an for a small community to connect
and share but it’s come a long way since
then now Facebook connects over a
quarter of the world’s population now
the Facebook sharing team’s job is to
give all these different people give
them the tools to share and this is
really difficult because everybody wants
to sit share something different there’s
almost an infinite number of things that
people might want to share and so this
is this is so difficult how we’re going
to go about doing this may be the way to
do it is to start taking these people
and dividing them into groups so that we
can understand them better so you might
start looking at things like what
country are they in are they in urban or
rural area what’s their age or select
gender maybe look at their education
maybe we should look if they’re using
mobile or
top maybe we should look at their usage
patterns to these Facebook a lot that I
use it little maybe we want to look at
the kinds of things that they want to
share are they sharing text that they
sharing video are they sharing photos
this list is endless it goes on and on
and when you start multiplying all these
factors together it becomes unfeasible
how can you build sharing tools that
work just as well for a young woman in
Japan as they do for an elderly man in
India and that was the problem that the
Facebook sharing team were facing now
the scale of these problems that the
Google and the Facebook teams had to
solve had become so large that it become
unfeasible to try and solve them but the
breakthrough came when we stopped
thinking about all the ways in which
people were different and started
focusing on the ways in which everyone’s
the same so if you ask for directions in
India today people won’t give you an
address or a street name or any of this
stuff they’ll say things like it’s by
the temple or go past the river or it’s
next to the school those landmarks to
help you get around and the map reflects
this there may be no street names on
this map but you can see that there’s
lots of landmarks here that the local
people use to get around now in Japan
the situation is actually similar
because of that really complex address
system we talked about people use
landmarks instead of street names to get
around and again you can see this on the
map no street names loads and loads of
local landmarks here now it turns out
that it doesn’t matter where you go in
the world from Tokyo to Bangalore to
Glasgow if you ask someone on the street
how to get around they’ll describe how
to do it using landmarks as well as
street names and suddenly you realize if
you look outside this building here
everything is a landmark the restaurant
in the bottom right is a landmark the
train station is a landmark the big
buildings are landmarks the river is a
landmark and the street names they’re
just another type of landmark it turns
out that Google Maps had been using
landmarks for directions all along it’s
just had only been using one specific
type of landmark so with this insight
the Maps team went about upgrading the
directions these
all the different types of landmarks
that are available sometimes using
street names when they’re relevant other
times using something else so now in
India when you ask for directions
Google Maps gives you something like
this continue past kmk complex turn left
at go to temple your destination is on
the left opposite the big banyan tree
that’s the great landmark right so by
focusing on the ways that people were
similar instead of focusing on the ways
in which people were different the
Google Maps team were able to help
people get around no matter where they
are in the world it turns out that
people navigate the Japanese City and
the Indian village in pretty similar
ways but what about this Facebook
sharing problem
I mean how we possibly going to build
tools to support all of these different
things that these people all around the
world want to share this seems
incredibly difficult now the funny thing
is you might be thinking like you know
why do we need to help people share some
more I’m sure you know I’ve got some
friends that have no problem sharing
stuff on Facebook at all I’m sure you’ve
got some of the same but I’ve also got
some friends that barely share anything
and I know that me and the rest of their
friends would love to see the more
meaningful elements happening in their
lives and so the breakthrough here
happened when we stop thinking about
what people want to share and started
thinking why aren’t they sharing it
already it turns out the biggest
barriers that prevent people from
sharing and not to do the technology or
the tools at all there’s psychological
barriers and so instead of trying to
solve for all of the different things
that people want to share the Facebook
team decided to try and solve those
psychological barriers that we universal
amongst everyone so this is a photo of
my son that I took at breakfast he’s
looking pretty happy here at the moment
but little does he know that he’s going
to try haggis for the first time this
evening and now I always think he looks
adorable but to be honest this isn’t the
best photo I’ve ever taken it’s a bit
grainy the Lighting’s not great
compositions not fantastic this is
definitely not good enough that I would
be willing to share this on Facebook and
this is a shame because I know that his
grandparents always love to see photos
of him
so I’ve drawn a pretty technical diagram
here so follow along this is the range
of quality that something can be from
bad all the way up to awesome and right
here in the middle there’s a bar that
this is the quality bar this is how good
something needs to be for me to be
willing to share it now you can see here
that this picture of my son is
underneath the quality bar this is the
psychological barrier that’s preventing
me from sharing it so if I want to share
this picture there’s two things that we
could do number one is we can elevate
the quality of my content so over the
bar the other thing that we could do is
to lower that psychological quality bar
now if you’re smart you’ll probably do
both of these things and that’s exactly
what the Facebook team did and you can
see this theme in some of the most
recent launches that they’ve done so
using the Facebook camera I can use the
augmented reality mask to turn my
science of a cute little raccoon or if I
want to be a bit more classy I can also
turn him into a kind of classy pencil
sketch these things elevate the quality
of my content and make me more proud to
share it I’m actually quite keen to
share that raccoon picture now I think
it’s cool now on the opposite end of the
spectrum the Facebook live camera lets
you stream live video from your mobile
phone now I’m thinking about making it
up to him by live-streaming his reaction
to trying shortbread for the first time
tomorrow live live video is candid and
it’s raw you can’t edit it you don’t
rehearse it the quality tends to be
lower and so this lowers that
psychological quality barrier because if
you and your friends are all sharing
this stuff that’s candid you’ll be more
likely to do so yourself so it turns out
that the psychological barriers that
were preventing that young woman and
Japan and the elderly man in India are
the same by focusing on the ways the
things that people had in common again
rather than their differences Facebook
is able to help people connect and share
all around the world so now if we look
back again we realized that this young
woman in the Japanese city and the
elderly man in the Indian village have a
more in common than it first seems it’s
really easy to focus on the differences
between people but if we want to build
great tools that make life better for
billions of people all around the world
we need to start focusing on how similar
we all are as human beings and it seems
to me there’s never been a better time
to start thank you very much
[Applause]
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