Sounds like you're starting on the right track. A few years back I helped design a social networking site within an online university platform. To get my head around what concepts were possible I started exactly as you are, by surveying the social networking landscape. From there, I developed a set of key features and interactions and used this set to identify trends as well as opportunities for improvement based on what I already knew about the users. I then validated my assumptions buy surveying online students and reviewing concepts and wireframes with key stakeholders. An initial prototype of the new tool was created and I conducted several rounds of usability testing both with students and staff who frequently interacted with students in order to validate our designs.
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