Author(s) :

Chirayu Tongra.

Volume/Issue :

Abstract :

The prevalence of social networking in daily life has empowered a handful of tech giants to dominate online communities, shape public discourse, and wield vast influence over billions. Meta’s near-monopoly on global social platforms—Facebook, Instagram, and WhatsApp—raises pressing concerns over privacy, user autonomy, data sovereignty, and systemic risk if a single provider fails or abuses its power. This comprehensive research investigates the redevelopment of Google+ as a modern, privacy-forward, community-driven alternative, grounded in extensive user research, market analysis, persona development, and competitive assessment. Through methodical use of surveys, user journey mapping, and empathy mapping, the study identifies widespread dissatisfaction with existing platforms. A significant share of users is disillusioned by intrusive ads, lack of privacy, algorithmic opacity, and the homogeneity of engagement on Meta properties. Users across demographics crave platforms that offer personalized community spaces, transparent privacy controls, integration with productivity tools, and genuine opportunities for meaningful interaction—needs left unfulfilled by monopolistic incumbents. Building on this premise, the research delineates key reasons underpinning Google+’s initial decline—namely poor differentiation, lack of a distinct value proposition, and subpar user experience—but argues that these failings are not intrinsic to the Google+ model. Instead, by leveraging the Google ecosystem’s reach and focusing on design principles that empower users, the platform can be rebuilt as an exemplar of ethical social networking. The design process employed iterative ideation informed by evidence-based personas, journey maps, user flows, empathy mapping, and SWOT analysis to craft a streamlined, engaging, and privacy-first social environment. Benchmarking against Reddit, Discord, and Facebook revealed specific opportunities for differentiation: professional-grade integrations, moderation tools, and welcoming community onboarding, reinforced by modular UI/UX and clear value articulation. The research ultimately posits that a redesigned Google+ can reduce social media monopoly risk by creating competitive tension, encouraging innovation, and giving users power over their digital experience. The paper concludes with actionable design recommendations, a synthesis of user feedback, and strategic insights for the sustainable operation of a next-generation social platform. The findings serve as a blueprint for both Google and other stakeholders interested in restoring plurality, resilience, and trust to the fabric of online community and interaction in the digital era.

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