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Cross-channel Ecosystems 101 - Part 5

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Part 5 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.
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Cross-channel Ecosystems 101 - Part 5

  1. 1. PART 5 - DID I MENTION THESE? CROSS-CHANNEL ECOSYSTEMS 101 Andrea @Resmini January 19 2017
  2. 2. DID I MENTION WHAT? WASN’T THIS PATHS AND MAPS? Well yes, but there’s a few interesting things that have to do with the primary elements and the nature of the ecosystem itself I should probably mention before I forget Do you mind if I ...
  3. 3. … NO, PLEASE, GO AHEAD Thanks, much appreciated First, I should stress how ecosystem are instantiated by actors As such, they are transient, volatile structures more similar to a theatrical performance or a ballet than to a building or a chair
  4. 4. ELEMENTS IN ECOSYSTEMS ARE POLYMORPHOUS An individual element could represent either a touchpoint or an actor, or both, depending on the ecosystem currently being investigated and the current goals and intent A typical example is provided by human actors, who very often also act as touchpoints for other actors. Staff, for example
  5. 5. A TOUCHPOINT MAY BELONG TO MORE THAN ONE CHANNEL Touchpoints in an ecosystem may belong to multiple channels “Study group” could both be an element in a hypothetical “peer conversations” channel and in a “lectures” channel, for example When they do, they create seams that allow actors to move across channels, which is a good thing
  6. 6. CHANNEL: LECTURES STUDY GROUP SLIDES BOOK CHAPTERS CLASS DELIVERY CHANNEL: PEERS CONVERSATIONS CHANNEL: COURSE INFORMATION PIPES REPRESENT CHANNELS, BOXES REPRESENT TOUCHPOINTS, LINES REPRESENT SEAMS
  7. 7. GOTCHA. BUT WHY IS “LECTURES” A CHANNEL THERE? Because actors have described “lectures” in such a way that they match the description of a channel, that is, as a pervasive layer that transmits information throughout the ecosystem As such, this is a specific characteristic of this ecosystem and not a general rule you can apply as-is everywhere
  8. 8. WHAT WOULD “LECTURES” “CONTAIN”, THEN? In the example, it would be a blended channel where medium-specific touchpoints coexist, allowing actors to move between the physical and digital spaces of the ecosystem It might contain for example video recordings of the lectures, slides, notes and whatnot, but also the actual lecture moments happening in a certain classroom at a certain time
  9. 9. GOOD SEAMS ARE NECESSARY Seams are the thresholds between touchpoints and channels While the “experience” needs to proceed unobstructed, this does not mean seams should not be perceivable. There might be situations where a “bump” is necessary. For example, warning the actor she is leaving a “secure” channel for an “insecure” one
  10. 10. CHANNELS MIGHT HAVE STRUCTURED RELATIONSHIPS Preliminary research seems to suggest that there might be preferred paths between touchpoints and across channels, and that some general rules might exist that allow to predict whether a channel is either permeable or impermeable to another channel depending on the touchpoints involved
  11. 11. CROSS-CHANNEL IS GENERATIVE AND EXOGENIC That’s two big words in a row. They mean that cross-channel is a set of practices aimed at making things (generative) whose value proposition for actors resides elsewhere, in whatever desired final state they are pursuing (exogenic). Compare with crossmedia, which is descriptive and endogenic
  12. 12. PART 6 COMING JAN 26 “FUN TIMES WITH PATHS AND MAPS (SERIOUSLY)” Andrea @Resmini

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