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Cross-channel ecosystems strategy

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Talk given at UXSTRAT 2016, Amsterdam.

Published in: Design

Cross-channel ecosystems strategy

  1. 1. Cross-channel Ecosystems Strategy Andrea @Resmini UXSTRAT 2016 Amsterdam
  2. 2. information is all over the place
  3. 3. digitization has blurred the distinction between products and services
  4. 4. people freely connect competing products and services in emergent choreographies
  5. 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. 6. still, the way we frame and design services is the way we frame and design products
  7. 7. N.Fein, Cocktail bar and restaurant at Hunts Point Market, the Bronx, NYC Black & White (http://www.nycbw.com/page/5/)
  8. 8. cross-channel ecosystem design introduces an actor-driven approach
  9. 9. a systemic approach
  10. 10. a shift from the idea of product and service to that of experience
  11. 11. an experience is anything an actor considers connected to achieving a desired future state
  12. 12. an experience is a complex construct
  13. 13. it is not company-controlled it is not company-bounded
  14. 14. it is not product- or service-bounded either
  15. 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. 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. 17. we are sense-makers and we want stories
  18. 18. we describe experiences as lines or paths
  19. 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. 20. DOCTOR CABAPPOINTMENTWEBSITE REMINDER TESTS
  21. 21. lots of streamlining here: this is a complex experience. Let’s add a little more detail
  22. 22. DOCTOR PHONE HUSBAND APPOINTMENTWEBSITE REMINDER TESTSCAB PHONE CABSMSMAIL TABLET MAIL
  23. 23. better, but still not showing some of the opportunities or distractions we discarded along the way
  24. 24. DOCTOR PHONE HUSBAND APPOINTMENTWEBSITE REMINDER TESTSCAB PHONE CABSMSMAIL TABLET MAIL WEBSITE NURSE BUS TICKET
  25. 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. 26. cross-channel ecosystems are semantic constructs that straddle digital and physical spaces, locations, devices, people, and contexts
  27. 27. cross-channel ecosystems identify a space of opportunity for intervention more than a finite artifact that can or should be fully managed
  28. 28. ecosystems are anything but linear
  29. 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. 30. IMDB
  31. 31. WHATSAPP IMDB
  32. 32. WHATSAPP IMDB
  33. 33. WHATSAPP IMDB YELP
  34. 34. WHATSAPP SKATES IMDB YELP
  35. 35. WHATSAPP SKATES BOX OFFICE IMDB YELP
  36. 36. WHATSAPP SKATES BOX OFFICE IMDB MOVIE YELP
  37. 37. WHATSAPP SKATES BOX OFFICE IMDB MOVIE NETFLIX BUS YELP RESTAURANT SMSWEBSITE
  38. 38. fancy, but hardly representative of the many possible individual paths everyone else might decide to take
  39. 39. clarity only comes through compounding many individual paths into a larger, common map
  40. 40. WHATSAPP SKATES BOX OFFICE IMDB MOVIE NETFLIX BUS YELP RESTAURANT SMSWEBSITE FRIEND’S HOME BUS
  41. 41. WHATSAPP BOX OFFICE MOVIE NETFLIX BUS YELP RESTAURANT SMS FRIEND’S HOME BUS DINNER PS4 BOARD GAMES PHONE PIZZA PLACE
  42. 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. 43. mapping an ecosystem involves identifying a number of primary elements and their relationships
  44. 44. actors, tasks, channels, touchpoints, and seams
  45. 45. an actor is any agent in the ecosystem trying to achieve a future desired state
  46. 46. a task is any activity an actor performs towards that state
  47. 47. a channel is a pervasive, ecosystem-wide information layer
  48. 48. a touchpoint is an individual point of interaction in a channel
  49. 49. touchpoints are vessels for information
  50. 50. touchpoints are medium-specific, but the information they convey is medium-aspecific
  51. 51. channel touchpoint
  52. 52. channels are an abstract design construct
  53. 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. 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. 55. movie social transport food 3
  56. 56. touchpoints belonging to more than one channel act as a seam between these
  57. 57. a seam is a threshold connecting touchpoints on the same or on different channels
  58. 58. while experiences should be “seamless”, sometimes seams should be visible or perceptible
  59. 59. for example, when moving from a secure to an unsecure connection
  60. 60. also, elements in an ecosystem are polymorphous
  61. 61. an actor could also be a touchpoint
  62. 62. this mapping is the beginning of a cross-channel design process
  63. 63. MAPPING TELLING DESIGNING MAKING the four stages of a cross-channel experience design process
  64. 64. pragmatically, the starting point is the formulation of an individual, social, or organizational pain
  65. 65. COMMUTING IN KARLSTAD
  66. 66. “are we meeting commuters needs?”
  67. 67. conceptually, it’s the actors’ experience
  68. 68. THe Office of the Future THE OFFICE OF THE FUTURE
  69. 69. “what is and where is your workplace?”
  70. 70. HIGHER EDUCATION
  71. 71. “let’s make our courses better”
  72. 72. “what is a higher education course?”
  73. 73. interventions within an ecosystem broker between the different instances presented by the ecosystem itself, the actors, and the designers’ own vision
  74. 74. JOHANNESBURG ART GALLERY
  75. 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. 76. “how do we make the gallery relevant to the city of Johannesburg?”
  77. 77. the scarcity of resources was a primary constraint
  78. 78. the gallery’s dysfunctional surroundings a secondary one
  79. 79. http://www.theheritageportal.co.za/
  80. 80. “how do we attract tourists and residents and establish a safe environment for them?”
  81. 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. 82. “how can art touch the lives of the destitute crowds in and around Joubert Park?”
  83. 83. “how can we break out of isolation and tear down the barriers?”
  84. 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. 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. 86. JAG AFRICAN ART JAG’S FACEBOOK EUROPEAN ART BOOKSHOP BOOKS TAXIS CITY MAPS STAFF INTL VISITORS
  87. 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. 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. 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. 90. this process was condensed into 3 broad approaches and 3 proposed lines of intervention
  91. 91. spatialize JAG's presence (placemaking)
  92. 92. for example, organize open house events when artists are available for showing around visitors
  93. 93. personalize JAG's presence (people)
  94. 94. connect JAG's presence (outreach)
  95. 95. for example, organize art-based social events in Joubert Park or bring Joubert Park inside JAG
  96. 96. create flyers in the style of the traditional witch- doctor flyers to virally distribute news to the relevant crowds
  97. 97. thank you @esmini - andrea.resmini@ju.se

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