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Cindy Chastain + Follow Processing...

6 Ways Ecosystems Have Changed Our Roles and the Way We Work

by on Oct 10, 2012

  • 24,282 views

In a mobile, net­worked world, we par­tic­i­pate as much as we con­sume. We expect expe­ri­ences “built for me”, acces­si­ble from any place and every device. As con­sumers, we ...

In a mobile, net­worked world, we par­tic­i­pate as much as we con­sume. We expect expe­ri­ences “built for me”, acces­si­ble from any place and every device. As con­sumers, we con­flate prod­uct, ser­vice, adver­tis­ing and infor­ma­tion into a single brand expe­ri­ence sub­ject to harsh scrutiny. Smart com­pa­nies can no longer just “sell prod­uct” — they must build ecosys­tems of gen­uine value, com­prised of dynamic, inter­con­nected touch points that stoke cus­tomer inter­ests and sup­port their needs. And in this dawn­ing era, dig­i­tal strat­egy becomes the prod­uct, mar­ket­ing evolves past per­sua­sion and into value, and tech­nol­o­gists design com­plex webs of func­tion­al­ity. Everyone works differently.

Drawing from expe­ri­ence devel­op­ing strate­gies and designs for multi-channel ecosys­tems at R/GA, this pre­sen­ta­tion will explore six ways in which evolv­ing cus­tomer expec­ta­tions are chang­ing our roles and the way we approach our work. From what we research to how we col­lab­o­rate and design, her hope is that you’ll walk away from the pre­sen­ta­tion armed with some prac­ti­cal insight that will help your team pre­pare for the advent of these challenges.

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  • markhicks markhicks Excellent deck, Really helpful clarification of the way our UX proposition can, and is changing - I would challenge the concept that personas can be replaced with user journeys - I think its important to have the persona as a stake in the ground and then animate it through the journey to reveal opportunities, but that's just detail - all in all fab unpacking of the eco-system as the object of analysis 2 months ago
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  • oliversmith75457081 Oliver Smith, Founder and Chief Experience Architect at Beta_Dreaming Your presentation for IXDA 2.21.13 was captivating, and super useful. I've been working with a small nonprofit and we shrug at the social tools, and look to understanding and improving user journeys through the larger digital 'ecosystem'. Your ideas and visuals clarified my thinking in this area. 3 months ago
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  • guidogihaux Guido Gihaux, Chief Pixel Officer at Online Pixel Great presentation! It's all about context driven journeys. 6 months ago
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  • cchastain Cindy Chastain, Creative Director, Experience Design at R/GA Christina, Thanks for your comments. :) That's a great suggestion about the design cycles. I would agree that it shouldn't be so specific. It should really be about the form that communicates the design. In fact, we are thinking of moving straight from sketches into fireworks prototypes (for a specific project), which is like creating interactive wires. But as you suggest, that collapses the wireframe into prototype. So no need for 'the extra step'. 7 months ago
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  • cwodtke Christina Wodtke at Consulting, Investing, Advising, Talking, Teaching it is a terrific presentation. I would say to the last slide it already is. 7 months ago
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  • cwodtke Christina Wodtke at Consulting, Investing, Advising, Talking, Teaching in your cycle on slide 30, wireframes are a bit of the 'one of these things is not like the other.' They feel awfully specific; the one deliverable you must do. Why not use a term that is equally vague as concept and prototype such as sketch? When I think of products such as Lytro, or EatClub (both with physical products, I think I'd use the terms concept >prototype (the middle step seems mostly unnecessary) or maybe concept>mockup>prototype if you want to call up the explicit sketching design activity. Mockup could be a wireframe, or a quick plastic prototype of a camera, or pizzaboxes carved up into delivery cases... just a thought. 7 months ago
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  • phimchautinhtri phimchautinhtri http://www.youtube.com/user/chautinhtriphim 7 months ago
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6 Ways Ecosystems Have Changed Our Roles and the Way We Work 6 Ways Ecosystems Have Changed Our Roles and the Way We Work Presentation Transcript