PART 2 - EXPERIENCES
CROSS-CHANNEL ECOSYSTEMS 101
December 29 2016
WHAT DO YOU MEAN, “AN EXPERIENCE”?
Think “paying my taxes”. Or “going to the movies”. Or again
“having the hamster vaccinated”. These are experiences
The way they happen, actors will go through them moving freely
between locations, devices, products, and services
HERE’S AN EXAMPLE: GOING TO THE MOVIES
GREEN LINE AND CIRCLES: AN ACTOR’S PATH DESCRIBING AN EXPERIENCE
WAIT AGAIN, “ACTORS”?
Yes, actors. The people formerly known as the users.
A cross-channel ecosystem is an actor-driven construct,
both in terms of its structure and its content
SO AN “ACTOR” GOES THROUGH “AN EXPERIENCE”
Yes, and the systems of actors, tasks, touchpoints, seams,
and channels in which this experience takes place is the
The actual path that an actor walks is one of the many
possible trajectories through that specific ecosystem
actors, agents within the ecosystem
ACTORS, TASKS, TOUCHPOINTS, SEAMS, AND CHANNELS?
These are the basic building blocks of any ecosystem
Their precise nature is specific to an ecosystem and is
defined pragmatically based on context and goals
PART 3 COMING JAN 5
“ALL RIGHT, ALL RIGHT, BUT WHAT ARE THEY?”