1.
Cross-channel Ecosystems Strategy
Andrea @Resmini
UXSTRAT 2016 Amsterdam

2.
information is all over the place

3.
digitization has blurred the distinction
between products and services

4.
people freely connect competing products
and services in emergent choreographies

5.
the idea we can design a perfectly bounded artifact
and simply drop it inside a dynamic environment has
become an increasingly difficult proposition

6.
still, the way we frame and design services
is the way we frame and design products

7.
N.Fein, Cocktail bar and restaurant at Hunts Point Market, the Bronx, NYC Black & White (http://www.nycbw.com/page/5/)

8.
cross-channel ecosystem design
introduces an actor-driven approach

9.
a systemic approach

10.
a shift from the idea of product
and service to that of experience

11.
an experience is anything an actor considers
connected to achieving a desired future state

12.
an experience is a complex construct

13.
it is not company-controlled
it is not company-bounded

14.
it is not product- or service-bounded either

15.
“I made some coffee, filled my mug, grabbed a
Stephenson novel a friend gave me, went out on the
porch, sat on the couch, read for an hour”

16.
“I went through my spreadsheet, collected all the
receipts and invoices, logged in, checked what was
there, added expenses, and filed my taxes”

17.
we are sense-makers and we want stories

18.
we describe experiences as lines or paths

19.
“my husband called the doctor for info, I visited the
website, fixed an appointment, booked a cab for the
day, got a reminder a day before, and had my tests”

20.
DOCTOR CABAPPOINTMENTWEBSITE REMINDER TESTS

21.
lots of streamlining here: this is a complex experience.
Let’s add a little more detail

22.
DOCTOR
PHONE
HUSBAND
APPOINTMENTWEBSITE REMINDER TESTSCAB
PHONE
CABSMSMAIL
TABLET MAIL

23.
better, but still not showing some of the opportunities
or distractions we discarded along the way

24.
DOCTOR
PHONE
HUSBAND
APPOINTMENTWEBSITE REMINDER TESTSCAB
PHONE
CABSMSMAIL
TABLET MAIL
WEBSITE NURSE
BUS
TICKET

25.
what we have here is the initial description of the
blended space of a cross-channel ecosystem in which
this experience takes place

26.
cross-channel ecosystems are semantic constructs
that straddle digital and physical spaces, locations,
devices, people, and contexts

27.
cross-channel ecosystems identify a space of
opportunity for intervention more than a finite
artifact that can or should be fully managed

28.
ecosystems are anything but linear

29.
“I wanted to go to the movies, so I checked IMDB,
DM’ed a friend, no Netflix, tried to book dinner,
skated all the way, got tickets, enjoyed 3D kaijus”

30.
IMDB

31.
WHATSAPP
IMDB

32.
WHATSAPP
IMDB

33.
WHATSAPP
IMDB
YELP

34.
WHATSAPP
SKATES
IMDB
YELP

35.
WHATSAPP
SKATES
BOX OFFICE
IMDB
YELP

36.
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
YELP

37.
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE

38.
fancy, but hardly representative of the many possible
individual paths everyone else might decide to take

39.
clarity only comes through compounding many
individual paths into a larger, common map

40.
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
FRIEND’S
HOME
BUS

41.
WHATSAPP
BOX OFFICE
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMS
FRIEND’S
HOME
BUS
DINNER
PS4
BOARD
GAMES
PHONE
PIZZA
PLACE

42.
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
FRIEND’S
HOME
BUS
DINNER
PS4
BOARD
GAMES
PHONE
PIZZA
PLACE
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
YELP
WHATSAPP
BOX OFFICE
IMDB
MOVIE
BUS
SMSWEBSITE

43.
mapping an ecosystem involves identifying a
number of primary elements and their relationships

44.
actors, tasks, channels, touchpoints, and seams

45.
an actor is any agent in the ecosystem
trying to achieve a future desired state

46.
a task is any activity an actor
performs towards that state

47.
a channel is a pervasive,
ecosystem-wide information layer

48.
a touchpoint is an individual
point of interaction in a channel

49.
touchpoints are vessels for information

50.
touchpoints are medium-specific, but the
information they convey is medium-aspecific

51.
channel
touchpoint

52.
channels are an abstract design construct

53.
they might reflect the formal sectioning of an
enterprise architecture model, be the result of content
analysis, or emerge from the project’s own goals

54.
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
FRIEND’S
HOME
BUS
DINNER
PS4
BOARD
GAMES
PHONE
PIZZA
PLACE
WHATSAPP
SKATES
BOX OFFICE
IMDB
MOVIE
YELP
WHATSAPP
BOX OFFICE
IMDB
MOVIE
BUS
SMSWEBSITE

55.
movie social transport food
3

56.
touchpoints belonging to more than one
channel act as a seam between these

57.
a seam is a threshold connecting touchpoints
on the same or on different channels

58.
while experiences should be “seamless”,
sometimes seams should be visible or perceptible

59.
for example, when moving from
a secure to an unsecure connection

60.
also, elements in an ecosystem are polymorphous

61.
an actor could also be a touchpoint

62.
this mapping is the beginning of
a cross-channel design process

63.
MAPPING TELLING DESIGNING MAKING
the four stages of a cross-channel experience design process

64.
pragmatically, the starting point is the formulation
of an individual, social, or organizational pain

65.
COMMUTING IN KARLSTAD

66.
“are we meeting commuters needs?”

67.
conceptually, it’s the actors’ experience

68.
THe Office of the Future
THE OFFICE OF THE FUTURE

69.
“what is and where is your workplace?”

70.
HIGHER EDUCATION

71.
“let’s make our courses better”

72.
“what is a higher education course?”

73.
interventions within an ecosystem broker between
the different instances presented by the ecosystem
itself, the actors, and the designers’ own vision

74.
JOHANNESBURG ART GALLERY

75.
1
ORGANIZATIONAL
PAIN OR NEED
2
ROUGH MAP OF
THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7
REFINED MAP OF
THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage

76.
“how do we make the gallery relevant
to the city of Johannesburg?”

77.
the scarcity of resources
was a primary constraint

78.
the gallery’s dysfunctional
surroundings a secondary one

79.
http://www.theheritageportal.co.za/

80.
“how do we attract tourists and residents
and establish a safe environment for them?”

81.
1
ORGANIZATIONAL
PAIN OR NEED
2
ROUGH MAP OF
THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7
REFINED MAP OF
THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage

82.
“how can art touch the lives of the
destitute crowds in and around Joubert Park?”

83.
“how can we break out of isolation
and tear down the barriers?”

84.
1
ORGANIZATIONAL
PAIN OR NEED
2
ROUGH MAP OF
THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7
REFINED MAP OF
THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage

85.
1
ORGANIZATIONAL
PAIN OR NEED
2
ROUGH MAP OF
THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7
REFINED MAP OF
THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage

86.
JAG
AFRICAN
ART
JAG’S
FACEBOOK
EUROPEAN
ART
BOOKSHOP
BOOKS
TAXIS
CITY
MAPS
STAFF
INTL
VISITORS

87.
1
ORGANIZATIONAL
PAIN OR NEED
2
ROUGH MAP OF
THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7
REFINED MAP OF
THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage

88.
JAG
JOUBERT
PARK
NEWSLETTER
AFRICAN
ART
DIRECTOR’S
FACEBOOK
JAG’S
FACEBOOK
EUROPEAN
ART
WEBSITE
CAFETERIA
BOOKSHOP
PUBLIC
TRANSPORT
TWITTER
FRIENDS
OF JAG
BOOKS
SIGNAGE
TAXIS
EVENTS
EXHIBITS
JOBURG
WEBSITE
STUDENTS
HAWKERS
CITY
MAPS
MAPS
STAFF
DIRECTOR
INTL
VISITORS
VISITORS
PARKING

89.
environmental information
social
unofficial jag
official jag
joburg PARKING MAPS
JOBURG
WEBSITE
SIGNAGE
NEWSLETTER
JAG’S
FACEBOOK
WEBSITE BOOKSHOP EVENTS EXHIBITS
DIRECTOR’S
FACEBOOK
TWITTER
DIRECTOR’S
FACEBOOK
JAG’S
FACEBOOK
CAFETERIABOOKSHOP TWITTER EVENTSSTUDENTS HAWKERS
JOUBERT
PARK
PUBLIC
TRANSPORT
SIGNAGE MAPS CITY
MAPS
CITY
MAPS

90.
this process was condensed into 3 broad
approaches and 3 proposed lines of intervention

91.
spatialize JAG's presence
(placemaking)

92.
for example, organize open house events when
artists are available for showing around visitors

93.
personalize JAG's presence
(people)

94.
connect JAG's presence
(outreach)

95.
for example, organize art-based social events in
Joubert Park or bring Joubert Park inside JAG

96.
create flyers in the style of the traditional witch-
doctor flyers to virally distribute news
to the relevant crowds

97.
thank you
@esmini - andrea.resmini@ju.se