The document discusses user experience (UX) in the digital ecosystem. It covers topics like building digital platforms across desktop, web, social and mobile channels. It also discusses defining the structure of these platforms to meet business needs and user requirements at different stages from inspiration to celebration. Finally, it talks about creating relationships by managing communities, rewarding behaviors, building around causes, and enabling local connections.

1. Making Digital Work / UX In The All Rights Reserved.
UX In The Digital Ecosystem
DIgital Ecosystem Confidential & Proprietary
Making Digital UX In The Digital
Work Ecosystem
04/29 /11
Boulder Digital
Works
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2. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Urban Planning
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3. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Architecture
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4. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Interior Design
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5. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Digital Planning
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6. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms
+
Creating Relationships
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7. Making Digital Work / UX In The All Rights Reserved.
UX In The Digital Ecosystem
DIgital Ecosystem Confidential & Proprietary
Building Platforms
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8. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms /
Defining Structure
Desktop / Web Social Mobile
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9. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms /
Defining Structure
Desktop / Web Social Mobile
Web sites Facebook SMS
Advertising Twitter Web sites
SEO YouTube Apps
Foursquare QR Codes
Advertising
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10. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms /
Defining Structure
Desktop / Web Social Mobile
Web sites Facebook Pages, Places, Groups SMS
Advertising Twitter Profiles, Lists Web sites
SEO YouTube Channels, Playlists Apps iOS (Tablet/iPhone),
Android (Tablet/iPhone),
Foursquare Offers, Places QR Codes Blackberry, Windows 7
Advertising
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11. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms / Business Needs
Defining Structure
Awareness Familiarity Consideration Purchase Loyalty
Online Advertising
Web Site
SEO
Mobile Site
Mobile Apps
Mobile Advertising
SMS
QR Codes
Facebook Pages
Facebook Places
Facebook Events
Twitter
YouTube
Foursquare
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12. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms / User
Defining Flow Requirements
Get Inspired Explore Products Evaluate Products Purchase Products Use Product Celebrate Results
User Goals
Content and Features
Channels
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13. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms / User
Defining Flow Requirements
Get Inspired Explore Products Evaluate Products Purchase Products Use Product Celebrate Results
1. Find Motivation 1. Identify Product Needs 1. Compare Products 1. Decide Where to Buy 1. Feel Comfortable 1. Inspire Others
User Goals
2. Collect Relevant 2. Learn about Products 2. Transact Simply 2. Find New Uses 2. Reward Yourself
Products 3. Get Opinions & Quickly 3. Share Product
3. Express Style 4. Choose Product
Style & Culture Style & Culture Listmaking Store Information Training Advice Style & Culture
Content and Features
Sports & Athletes Product Information Product Information Pricing Training Music Sports & Athletes
Training Drills Recommendations Pricing Recommendations Training Drills Training Advice
Fitness Stories Promotions Recommendations Promotions Style & Culture Training Music
Events Promotions Transactions Sports & Athletes Health & Nutrition
Facebook Facebook Web site Mobile Web Mobile App Mobile App
Channels
Web site Web site iPad Web site Mobile Web Facebook
TV / OOH iPad Foursquare Twitter
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14. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms / Scenario
Defining Flow
CONTEXT
Design
A woman is running errands and shopping downtown. While she waits for the bus,
she notices a billboard of Allyson Felix wearing Nike Free shoes. While she waits, she
checks to see when the bus is arriving & checks her messages. She notices a QR
Scans Watches “Likes”
code on the billboard. She’s been looking for a new pair of running shoes, so she bar code video video
scans the code.
GOALS
1. Identify Product Needs Browses Adds product Views another
2. Collect Relevant Products
3. Express Style
products from to wish list product
video
Sends product
to friend
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15. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms /
Digital Channel Strategy
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16. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Building Platforms /
Channel Program Planning
Mobile SMS
Applications
Mobile Sites QR Codes
&
Location
Based Services
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17. Making Digital Work / UX In The All Rights Reserved.
UX In The Digital Ecosystem
DIgital Ecosystem Confidential & Proprietary
Creating Relationships
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18. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Creating Relationships /
Brands & People
Brands People
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19. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Creating Relationships /
Brands & People
Brands People
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UX In The Digital Ecosystem Confidential & Proprietary
Creating Relationships /
Actively Manage Communities
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UX In The Digital Ecosystem Confidential & Proprietary
Creating Relationships /
Reward Existing Behavior
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22. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Creating Relationships /
Build Community Around A Cause
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UX In The Digital Ecosystem Confidential & Proprietary
Creating Relationships /
Inspire Local & Personal Connections
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24. Making Digital Work / All Rights Reserved.
UX In The Digital Ecosystem Confidential & Proprietary
Thank You
Email
kim.laama@akqa.com
Twitter
@KIMLAAMA
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