1. ECOSYSTEM MAPPING
WEDNESDAY, JULY 16, 2014

2. Introduction
Kristen MillerDavid Plant

3. We work here

4. And help these guys

5. Some tools we use

6. Defining user/customer experience
CUSTOMER EXPERIENCE
USER
EXPERIENCE
USER
INTERFACE

7. Digital ecosystem map
Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"

8. Getting started
Digital Ecosystem Mapping

9. Form your team
CS VD
UX Designer Content Strategist Visual Designer

10. Gather your tools
Screenshot
Software
Shared
Folders
Shared
Documents

11. Reserve a war roomReserve a war room
Find a war room

12. Develop your evaluation criteria
• Usability heuristics
• Consistency of UI elements
• Value of properties
UX
UX Designer

13. Develop your evaluation criteria
• Content & editorial practices
• Brand voice
• SEO
Content Strategist

14. Develop your evaluation criteria
• Visual aesthetics
• Consistency of visual style
• Branding
Visual Designer

15. Develop your evaluation criteria
•Is the brand meeting the needs of
its users?
•Does it make sense at a glance?
•Is it different, cool, interesting or
innovative?
•Is the brand setting trends?
UX Designer
Content Strategist
Visual Designer

16. Phase one
Research

17. Search for digital properties
Example
Example
Example
Example
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Example
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Example
!
!
"
"
Example
Example
Example
Example

18. Organize them into Categories
Brand
logo

19. Example
Example
Example
Web
!
!
" "
Social
Example Example
Example
App
Example
Example
Example
ExampleExample
Search
CRM
Example
In Store
Brand
logo Example
Example
Example
Example
Example
Example
Example
Unaffiliated

20. Brand evaluation
Blurb about what can
be improved
Blurb about what can
be improved
Blurb about this
feature being
awesome

21. Competitive brand evaluation
This competitor’s
feature is interesting
because…
You are here
This is an interesting
way to categorize

22. Parallel brand evaluation
We should try
something like this

23. Current state
Current State Ecosystem Brand
Evaluation
Competitive
Brand
Evaluation
Parallel
Brand
Evaluation
Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"
In Store
Example

24. Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"
In Store
Example
Lens evaluation

25. Lens evaluation
Content Pillars
1
2
3
4
Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"
In Store
Example

26. Lens evaluation
Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"
In Store
Example
Audience
1
2
3
4

27. Lens evaluation
Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"
In Store
Example
Customer journey
1
2
3
4

28. Phase two
Recommendations

29. Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"
Current state

30. Recommendations
! "
+ $
Example
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
Brand
logo
!
!
Social
"
Example
Example
Example
Example
"

31. Future state
Example
Example
Example
Example
Example
Example
Example
Example
Search
Unaffiliated
App
Example
Example
Example
CRM
Example
Example
Web
!
Brand
logo
!
"
Social
"
Example
Example
Example
Example
#
$
+ &

32. Road map

33. Recommendation summary
+
well hello
there!

34. Get back to the ask

35. Thank You