Designing digital strategies used to be about optimizing one or some few company websites. However, as digital channels are evolving and more interaction with consumers is taking place online, companies have to focus on building strategic ecosystems with products and services that support each other. Nike, Apple and Google are renowned for having built such successful ecosystems. But ecosystem thinking is not only useful for large, global companies. In projects of any scale, design teams can benefit from this approach. In my presentation, I will explain practical tools for using ecosystem thinking to design strategies that can leverage business opportunities across various platforms.
UX STRAT 2014: Dr. Sofia Hussain, "Designing Digital Strategies Based on Ecosystem Thinking"
1. Designing UX strategies based on
ecosystem thinking
!
Sofia Hussain
sofia.hussain@finn.no
@uxsophia
Creative "Commons "Scout Key:Mangrove Ecosystem, Florida" by Phil's 1stPix is licensed under CC BY 2.0
2.
3. Topics
!
What is an ecosystem?
What does ecosystem thinking mean?
Why should we think about ecosystems?
How can we draw ecosystem maps?
4. Misconceptions
!
Ecosystem thinking is about designing for multiple devices
Only larger companies need to think about designing ecosystems
Ecosystem thinking is very complicated
5. Ecosystem
Users
The practices they perform
The information they use and share
The people with whom they interact
The services available to them
The devices they use
The channels through which they communicate
6. Ecosystem thinking
The inquiry method used to analyze and
understand existing ecosystems
!
Approach for designing new ecosystems
!
!
8. “The battle of devices has now become a war of ecosystems,
where ecosystems include not only the hardware and
software of the device, but developers, applications,
ecommerce, advertising, search location-based services,
unified communications and many other things.”
Stephen Elop, 2011
9. “To be the no. 1 sports-and-fitness company in the world.”
Bill Bowerman
10. “To bring innovation and inspiration to every athlete in
the world… and if you have a body, you're an athlete.”
!
! Bill Bowerman
15. To find a new home
! "
Search home listings
Go to viewings
%$ #
Buy home
&
Sign contract with
power and water
supplier
' (
Decorate,
Repair / alter
!
Sell old
home
! )
Move
16. To find a new home
! "
Search home listings
Go to viewings
%$ #
Buy home
&
Sign contract with
power and water
supplier
' (
Decorate,
Repair / alter
!
Sell old
home
! )
Move
17. Focus on the greater goal of the users,
not the goal of your service or product
18. What is the user’s real goal?
To find a new apartment or house?
To move?
To get settled in a new home?
19. How should we prioritize?
! "
Search home listings
Go to viewings
%$ #
Buy home
&
Sign contract with
power and water
supplier
' (
Decorate,
Repair / alter
!
Sell old
home
! )
Move
24. ORGANIZING AN EVENT
IMPORT
CONTACTS
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
Internet App
ACTORS
administrator group
members
nongroup
members
OUTSIDE ACTIVITIES
ACTIVITIES INSIDE THE ECOSYSTEM
ASK QUESTIONS,
EXPLAIN DEL AYS /
CANCELLATIONS,
DIVIDE TASKS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TASKS
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
BECOME AN ACTIVE USER
1 MONTHS! 1 WEEK B.E.
6 MONTHS ! 1 WEEK B.E.
EVENT
1 DAY ! 1 WEEK A.E.
DOWNLOAD
AND INSTALL
CREATE
PROFILE
CUSTOMIZE
SETTINGS
BECOME A CUSTOMER
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
IDEATION
AND PLANNING
INVITE
INVITE
MORE PEOPLE
app store
25. ACTIVITIES OUTSIDE ACTIVITIES
INSIDE THE ECOSYSTEM
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
DATE
LOCATION
TIME RANGE
ADMINISTRATOR
MESSAGE
MONTHS! 1 WEEK B.E.
1 E.
IDEATION
AND PLANNING
INVITE
26. INSIDE THE ECOSYSTEM
MONTHS1 WEEK B.E.
ASK QUESTIONS,
EXPL AIN DELAYS /
CANCELLATIONS,
DIVIDE TASKS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TA SK S
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
1 EVENT
WEEK A.E.
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
INVITE
MORE PEOPLE
27. ACTIVITIES INSIDE THE ECOSYSTEM
MONTHS6 ASK QUESTIONS,
EXPL AIN DELAYS CANCELLATIONS,
DIVIDE TASKS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TA SK S
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
1 MONTHS ! 1 WEEK B.E.
EVENT
1 DAY ! 1 WEEK A.E.
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
INVITE
MORE PEOPLE
28. ORGANIZING AN EVENT
IMPORT
CONTACTS
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
Internet App
ACTORS
administrator group
members
nongroup
members
OUTSIDE ACTIVITIES
ACTIVITIES INSIDE THE ECOSYSTEM
ASK QUESTIONS,
EXPLAIN DEL AYS /
CANCELLATIONS,
DIVIDE TASKS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TASKS
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
BECOME AN ACTIVE USER
1 MONTHS! 1 WEEK B.E.
6 MONTHS ! 1 WEEK B.E.
EVENT
1 DAY ! 1 WEEK A.E.
DOWNLOAD
AND INSTALL
CREATE
PROFILE
CUSTOMIZE
SETTINGS
BECOME A CUSTOMER
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
IDEATION
AND PLANNING
INVITE
INVITE
MORE PEOPLE
app store
29. ACTIVITIES INSIDE THE ECOSYSTEM
ACTIVITIES
MONTHSEVENT,
THANK
NOTES
ASK QUESTIONS,
EXPLAIN CANCELLATIONS,
DIVIDE REMIND,
ANSWER
QUESTIONS,
COORDINATE
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
1 INVITE
30. ORGANIZING AN EVENT
IMPORT
CONTACTS
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
Internet App
ACTORS
administrator group
members
nongroup
members
OUTSIDE ACTIVITIES
ACTIVITIES INSIDE THE ECOSYSTEM
ASK QUESTIONS,
EXPLAIN DEL AYS /
CANCELLATIONS,
DIVIDE TASKS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TASKS
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
BECOME AN ACTIVE USER
1 MONTHS! 1 WEEK B.E.
6 MONTHS ! 1 WEEK B.E.
EVENT
1 DAY ! 1 WEEK A.E.
DOWNLOAD
AND INSTALL
CREATE
PROFILE
CUSTOMIZE
SETTINGS
BECOME A CUSTOMER
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
IDEATION
AND PLANNING
INVITE
INVITE
MORE PEOPLE
app store
31. Pain points
Invitees !
Administrator(s)
Ideation
Preparations
and planning
Last minute
Questions
communication and reminders
Event Post -event
Others
32. Risk factors
Invitees R
Administrator(s)
Ideation
Preparations
and planning
Last minute
Questions
communication and reminders
Event Post -event
Others
37. UX strategy
Target user groups
Vision and objectives
Actions
Success metrics
38. ORGANIZING AN EVENT
IMPORT
CONTACTS
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
Internet App
ACTORS
administrator group
members
nongroup
members
OUTSIDE ACTIVITIES
ACTIVITIES INSIDE THE ECOSYSTEM
ASK QUESTIONS,
EXPLAIN DEL AYS /
CANCELLATIONS,
DIVIDE TASKS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TASKS
CREATE
AND SUBMIT
CREATE
GROUPS
INVITE
TIME RANGE
MESSAGE
DELETE
OR ARCHIVE RESPOND
MANAGE
REMIND
DATE
LOCATION
ADMINISTRATOR
GROUP
BECOME AN ACTIVE USER
1 MONTHS! 1 WEEK B.E.
6 MONTHS ! 1 WEEK B.E.
EVENT
1 DAY ! 1 WEEK A.E.
DOWNLOAD
AND INSTALL
CREATE
PROFILE
CUSTOMIZE
SETTINGS
BECOME A CUSTOMER
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
IDEATION
AND PLANNING
INVITE
INVITE
MORE PEOPLE
app store
42. Make room for
dreams
PROSJEKTID I CRISISTIN
OPPSTART
LAGRE OG
HENTE FORSKNINGSDATA
FINNE SAMARBEIDS!
LASTE OPP FULLTESKT
!
REGISTRERE FORSKNINGSAKTIVITET
!
Forskere forstår
ikke hvorfor de skal
bruke tid på dette
!
!
Må skrive inne samme flere !
PARTNERE HENTE DATA LASTE OPP FULLTESKT
PATENTSTYRET
ALTINN
S Ikke tilstrekkelig
oversikt over hvem
som gjør hva
JOURNALER
KONFERANSER
UFORMELLE SAMLINGER
MEDIA
PROSJEKTGJENNOMFØRING
GOOGLE SCHOLAR
PUBMED
WEB OF KNOWLEDGE / SCIENCE
BIBSYS
NVI
IMPACT FACTOR
VELGE PUBLISERINGSKANALER BYGGE UT NETTVERK
!
FORSKNINGSAKTIVITETER "DATAINNSAMLING,
EKSPERIMENTER, ANALYSER OSV.#
SØKE PATENT
VIDEREFORMIDLE / PUBLISERE
RESULTATER
!
FORSKNINGSRÅDET
REGIONALE REGIONALE NORDISK INNRAPPORTERING ØKONOMI Publiseringspoeng
brukes til å bedømme
individuelle forskere
Vanskelig å se hva
som ligger inne til
godkjenning
Mangler systemer
for sikker lagring
av og tilgang på
forskningsdata
Vanskelig å
navigere i Cristin
FØRE OPP PUBLIKASJONER
S
INNRAPPORTERING
AV RESULTATER
UNDERVEIS
!
Forskere forstår
ikke hvorfor de skal
bruke tid på dette
Hadde jeg sett en verdi
med Cristin,
så hadde jeg lagt inn.
Må velge usannsynlige ting
for å finne frem.
Open Access er utmerket,
men jeg anstrenger meg ikke
for å få forskerne til å publisere
innenfor dette.
Det er vel ingen
som søker meg opp på Cristin
– det håper jeg da ikke.
43. Ecosystem thinking
Designing for various devices is just a fraction of all that
needs to be considered
Even small startups can apply ecosystem thinking
It does not have to be too complicated
44. “The vast majority of maps that have ever been drawn by
human beings have scarcely survived the immediate context
of their production.”
Tim Ingold, 2007