The document discusses user experience as both a flow across channels and as a narrative. It summarizes that a retailer's ability to create a seamless shopping experience across channels is key to customer loyalty. It also discusses how rhythm can be used to ensure a seamless experience across different touchpoints or channels. The document concludes by recapping that the shift is from focusing on individual products to creating an ecosystem, with user experience being a flow across multiple channels and rhythm being a potential way to achieve this.

1. From
product to
ecosystem
User experience as
flow and narrative
Luca Rosati @lucarosati lucarosati.it

2. UX is like a
hopscotch

3. Start
to be
continue

4. Start
to be
continue

5. X-channel
Sketch by Dan Willis, dswillis.com

6. retailer’s ability to create a
seamless shopping UX
across channels is the
key factor for consumers
loyalty
Source: Retail TouchPoints 2011

7. Breaking
down the
silos

8. The case of
Istituto degli
Innocenti

10. Documentation center Historical archive
Library Museum

12. Doc. Center Minori.it
Digital
Museum Thesaurus
repository
Historical
Library
archive

13. User experience
as a flow

14. Museum
Library
Web

15. ...and narrative

16. We are time-bound
entities. We cannot think,
analyze, measure without
a flow of time through
our flesh. So we are not
objects, but processes
... the microhistories
of people with objects
– Bruce Sterling

17. contemporary
wayfinding
is a multifaceted
exploration, requiring
solutions beyond the
visual signage
– Olga Surawska

18. the right balance between
semplicity and complexity
[...] is in the concept of
rhythm which is
grounded in the
modulation of difference
– John Maeda

19. rhythm as conceived in
poetic structure is a way
to build recognizable
patterns so to ensure
seamless experience
across the channels or
touchpoints

20. Let’s recap

21. Shift from product
to ecosystem
User experience as
a flow across
channels
Rhythm as a
possible key

22. Rayuela by Gotan Project

23. Innocenti project team
Antonella Schena, Rita Massacesi, Aurora
Siliberto – Doc. center, Thesaurus
Carlo Toccaceli Blasi – CIO
Stefano Filipponi, Eleonora Mazzocchi
– Museo degli Innocenti
Anna Maria Maccelli, Lucia Ricciardi
– Historical archive
Luca Rosati – IA

24. Photos credits
1. Hopschotch – Luigi Scuderi
16. Hopschotch – Sean Stephens
5. Intent paths – Dan Willis
7. Silos – Eirik Refsdal
9. Ospedale degli Innocenti – Nicole Gottier
– all retrieved in Flickr