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