Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Cross-channel Ecosystems 101 - Part 1


Published on

Part 1 of a series on cross-channel experience design in preparation for the Rapid Cross-channel Prototyping at the ASIS&T IA Summit 2017 in Vancouver. New decks coming every week.

Published in: Design

Cross-channel Ecosystems 101 - Part 1

  1. 1. PART 1 - THINGS AND EXPERIENCES CROSS-CHANNEL ECOSYSTEMS 101 Andrea @Resmini December 22 2016
  2. 2. TRADITIONALLY, DESIGN IMPLIES MAKING “THINGS” The design tradition of “making” has its roots in the craft Making has been associated with “things” for a long time
  3. 3. THE DESIGN OF SOFTWARE INTERFACES An initial challenge to the idea of “making things” comes along with software interfaces between the ‘70s and the ‘80s Interaction design produces “objects” that are not tangible
  4. 4. A SHIFT TOWARDS THE INTANGIBLE Through the years, intangibles have become the norm Design thinking and service design are an example of this shift, fields of practice and research that approach organizational processes and services via a design mindset
  5. 5. STILL MAKING “THINGS” Regardless of (in)tangibility, all of these practices are still “traditional design” in the sense that they focus on producing an “object””: it might be a UI, a service, a process for managing patients in a hospital, a chair. Still, it’s a clearly bounded “thing”
  6. 6. CROSS-CHANNEL ECOSYSTEMS IMPLY A NEW FOCUS The design process here gets centered on “an experience” This shift brings in emergence, complexity, uncertainty, and the necessity to move to a bird’s-eye, strategic view It also brings whomever is having “an experience” center stage
  7. 7. WANT CLARITY OUT OF COMPLEXITY? The name of the game then is information architecture After all, the continuously changing flow of information from one point to the other is the backbone of a cross-channel ecosystem
  8. 8. HERE IS AN EXAMPLE Uber is a service. Sure. But: in the context of cross-channel design, Uber is a part of a larger ecosystem that is centered on personal transportation To me, Uber is a piece of “going somewhere for some purpose”
  9. 9. THAT’S THE EXPERIENCE Unless you are plain interested in just riding Uber cars, that is (Hobbies are hobbies. Who am I to judge, right?)
  10. 10. NEITHER PRODUCT- NOR SERVICE-BOUNDED The experience does not stop where “Uber the service” stops Uber’s role also changes from completely marginal to absolutely central depending on my own ongoing experience
  11. 11. THAT MEANS UBER DOES NOT OWN IT ALL The experience itself is not owned nor it is fully managed or controlled by any single company or organization
  12. 12. NEITHER DIGITAL NOR PHYSICAL, BUT BLENDED A cross-channel ecosystem creates a blended actionable space that straddles across digital and physical environments
  13. 13. THAT BLENDED SPACE is the ecosystem inside which a specific experience takes place