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UX STRAT 2014: Dr. Sofia Hussain, "Designing Digital Strategies Based on Ecosystem Thinking"

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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.

Published in: Design

UX STRAT 2014: Dr. Sofia Hussain, "Designing Digital Strategies Based on Ecosystem Thinking"

  1. 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. 2. Topics ! What is an ecosystem? What does ecosystem thinking mean? Why should we think about ecosystems? How can we draw ecosystem maps?
  3. 3. Misconceptions ! Ecosystem thinking is about designing for multiple devices Only larger companies need to think about designing ecosystems Ecosystem thinking is very complicated
  4. 4. 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
  5. 5. Ecosystem thinking The inquiry method used to analyze and understand existing ecosystems ! Approach for designing new ecosystems ! !
  6. 6. http://www.apple.com/support/
  7. 7. “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
  8. 8. “To be the no. 1 sports-and-fitness company in the world.” Bill Bowerman
  9. 9. “To bring innovation and inspiration to every athlete in the world… and if you have a body, you're an athlete.” ! ! Bill Bowerman
  10. 10. http://www.goqii.com#GOQii_Ecosystem GOQii
  11. 11. http://www.goqii.com/ GOQii
  12. 12. Cloudwash http://bergcloud.com/case-studies/cloudwash/
  13. 13. Service design Ecosystem thinking
  14. 14. 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
  15. 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. 16. Focus on the greater goal of the users, not the goal of your service or product
  17. 17. What is the user’s real goal? To find a new apartment or house? To move? To get settled in a new home?
  18. 18. 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
  19. 19. The UX strategy helps you navigate
  20. 20. SEND Solution User needs and preferences Business goals UX strategy
  21. 21. SEND Solution User needs and preferences Business goals
  22. 22. Example: Organizing events ! !
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. Pain points Invitees ! Administrator(s) Ideation Preparations and planning Last minute Questions communication and reminders Event Post -event Others
  31. 31. Risk factors Invitees R Administrator(s) Ideation Preparations and planning Last minute Questions communication and reminders Event Post -event Others
  32. 32. Competition
  33. 33. Pathways
  34. 34. http://www.goqii.com#GOQii_Ecosystem GOQii
  35. 35. Use the map to develop your UX strategy
  36. 36. UX strategy Target user groups Vision and objectives Actions Success metrics
  37. 37. 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
  38. 38. Lessons learned
  39. 39. Start drawing your map as early as possible
  40. 40. Involve all stakeholders
  41. 41. 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.
  42. 42. 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
  43. 43. “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
  44. 44. Thank you! Sofia Hussain sofia.hussain@finn.no @uxsophia

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