Since launching this summer at TC Disrupt, the Tracks team has been quietly executing and learning from our growing and highly engaged user base.  We thought deeply about our vision as a company.  One thing we realized was that our biggest risk and opportunity was the horizontality of our service.  People were making ‘tracks’ for just about every experience in life.  It helped us to realize that Tracks is a blank canvas for all of life experiences and a horizontal approach is the right one for us.  This word cloud shows the frequency of track names.  This is our life:


Instead of using the notion of a group as the social object, we turn the paradigm on its head and use the notion of a ‘track’ or experience as the social object.  Below is a sample of the various groups in my life and there are many more not covered here.  As you can see, they are countless and each group may have different subgroups.  This can all get really confusing.


People live life through experiences and our various social circles come into and out of these experiences.  Experiences can be finite like a birthday party or a pub-crawl or they can be ongoing collections like a series of date nights or every year at Christmas.  By thinking of the world through experiences, social networks become more fluid as people come in and out of experiences.

My Golfing Experience is comprised of several micro-social networks.


And here are the various micro-networks in my Birthday Party experience.


If we think of Golfing as a track and Birthday Party as a track, you can see that each track is essentially a micro-social network around an experience, whether they are finite or last forever.  Experiences happen in the real world and a mobile first play is required to truly map the Experience GraphTM .  Experience based networks cut across the various groups in our lives.  For example, a barbeque may have cousins, in-laws and siblings, whereas a guys night out might have brothers and college friends.  Even further, a subset of your college friends may attend a bachelor party with you while another subset would go golfing.  While the friend graph is being tackled by folks like facebook and g+, the Experience GraphTM requires a fresh perspective and a new lense.  By thinking of life as a series of tracks or experiences, we can easily see a framework for mapping very fluid social networks that cut across experiences and the social graph can be sliced up infinitely in a very simple way.

– Vic Singh