BRIEF
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The aim of this project was to study virtual social behavior on the popular instant messaging platform ‘WhatsApp’.
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Research was done in order to understand and analyze the original intent of the application and deviant behaviors that have occurred with time.
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The purpose of the study is to identify problems/gaps and propose relevant solutions to align the behaviors of the users with the original intent of the app.
KEY LEARNINGS​
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Design Research
Behavior Analysis
Simulation Design
Hypothesis Formulation
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RESEARCH TOOLS
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Netnography
Auto-Netnography
Personal Interview
Fly on the Wall
User Persona Mapping
User Personas
Inferences of Auto-Netnography
Notification tone/icon instantly triggers to check phone
Priority of response to chats is almost already subconsciously determined.
Sequence of activities feels like a pattern (habit formation)
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​Avoid writing in groups unless necessary (fear rejection)
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Tend to exit and open app multiple times (anxiety)
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Prefer writing a draft when writing a message/ replying in a professional group (seek social inclusivity)
Use a lot of emojis to express myself precisely (to reduce misinterpretation of information)
Emojis are subtle in groups as compared to chat with close friends (self-presentation theory, conformity)
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Use of GIFs majorly in personal chat with close friends / in group chats only for festive greetings (Self presentation theory)
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Tend to change profile picture couple of times a week but check it almost everyday (seeking validation)
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Tendency to open all received messages to get rid of notifications (reward of self)
Not always aware of the time spent on the app but tend to exit mostly because of fatigue of same interface and phone screen display
Waiting with chat window open to see blue tick to ensure message has been read and also with an anticipation of quick response (anxiety, anticipation and dependence)
Netnography
When asked about disadvantages of WhatsApp, the users said -
Simulation & Observations
Inferences & Insights
WhatsApp Addiction
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83% of the users during the simulation had WhatsApp pinned on the very first page of their phone.​
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75% people said WhatsApp is the first app they open when they unlock the phone.
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Some also had WhatsApp chatlist open when they locked the phone, while some were also seen using WhatsApp during the simulation.​
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Some of them also informed that they open WhatsApp even without notifications.​
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Most of them rationalized by saying received messages were far more than sent without realizing they received messages from multiple people.​ Some of them justified by saying usage was due to work-related conversations.​
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Majority of the users were in denial of the over-usage/addiction to the app.​
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83% users claimed they do not use WhatsApp a lot. Cognitive dissonance and psychological mechanism of denial play major role in the process of addiction of the app.
WhatsApp Forwards
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65 % people said they do not verify messages. Most of them said, it is because they do not pass on forwarded messages themselves.
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People believe that since they are not forwarding the messages themselves, they are not obliged to verify forwards.
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These forwards are blindly believed by a lot of people, mostly people who are older.
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Since the younger generation is well aware of the fake forwards, they ignore it without seeing the larger picture that, older and less educated people may believe the forwarded content without verification.
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Circulation of unverified messages due to lack of accountability thus leads to misuse of the ‘Forward’ feature.
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It has also led to violent behaviors being displayed on virtual platforms as well as in real life
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Users assume that message forwarded to them has been checked at some stage
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​No perceived loss associated / no awareness about negative consequences (legal punishments/social consequences) of circulating unverified information
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No known/ convenient method of verifying information​​
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Respect the person through whom they have received the messages and hence cannot question the authority or the source (personal relationships at stake)
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Rewards overpower consequences - People trust the medium and hence do not hesitate in forwarding unverified messages as the reward of forwarding overpowers the consequences.
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Forwards that approve of our already existing beliefs are more widely circulated
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Also, forwards reduce the need for challenging one’s beliefs since circulation of messages act as a validation
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Hypothesis - 1
Displayed behavior:
Checking WhatsApp very often (even when no message has been received), mindless scrolling, checking phone when in social gatherings, while walking or driving, etc.
Drivers of behavior:
We have a tendency to constantly seek reward and anticipation of reward is more satisfying than the reward itself, which is what keeps users engaged even when the platform is not serving its purpose of communication.
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Amplified instant gratification blinds people of the negative consequences of WhatsApp.
Hypothesis - 2
Displayed Behaviour:
WhatsApp Forwards are leading to negative social impact such as mob lynching, riots and other violent behaviours. Circulation of unverified messages is a major cause of this.
So, why don’t people verify forwarded messages?
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Drivers of Behaviour:
Users trust the person through whom they receive the forwarded message and thus do not feel the need to verify the source.
