Cross-channel ecosystems strategy
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Talk given at UXSTRAT 2016, Amsterdam.
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Cross-channel ecosystems strategy
- 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
- 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
- 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”
- 31. IMDB
- 33. WHATSAPP IMDB
- 35. WHATSAPP IMDB
- 45. fancy, but hardly representative of the many possible individual paths everyone else might decide to take
- 46. clarity only comes through compounding many individual paths into a larger, common map
- 49. 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
- 50. mapping an ecosystem involves identifying a number of primary elements and their relationships
- 51. actors, tasks, channels, touchpoints, and seams
- 52. an actor is any agent in the ecosystem trying to achieve a future desired state
- 53. a task is any activity an actor performs towards that state
- 54. a channel is a pervasive, ecosystem-wide information layer
- 55. a touchpoint is an individual point of interaction in a channel
- 56. touchpoints are vessels for information
- 57. touchpoints are medium-specific, but the information they convey is medium-aspecific
- 60. channels are an abstract design construct
- 61. 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
- 62. 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
- 63. movie social transport food 3
- 64. touchpoints belonging to more than one channel act as a seam between these
- 65. a seam is a threshold connecting touchpoints on the same or on different channels
- 66. while experiences should be “seamless”, sometimes seams should be visible or perceptible
- 67. for example, when moving from a secure to an unsecure connection
- 68. also, elements in an ecosystem are polymorphous
- 69. an actor could also be a touchpoint
- 70. this mapping is the beginning of a cross-channel design process
- 71. MAPPING TELLING DESIGNING MAKING the four stages of a cross-channel experience design process
- 72. pragmatically, the starting point is the formulation of an individual, social, or organizational pain
- 74. “are we meeting commuters needs?”
- 75. conceptually, it’s the actors’ experience
- 76. THe Office of the Future THE OFFICE OF THE FUTURE
- 77. “what is and where is your workplace?”
- 78. HIGHER EDUCATION
- 79. “let’s make our courses better”
- 80. “what is a higher education course?”
- 81. interventions within an ecosystem broker between the different instances presented by the ecosystem itself, the actors, and the designers’ own vision
- 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. “how do we make the gallery relevant to the city of Johannesburg?”
- 86. the scarcity of resources was a primary constraint
- 87. the gallery’s dysfunctional surroundings a secondary one
- 91. “how do we attract tourists and residents and establish a safe environment for them?”
- 92. 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
- 95. “how can art touch the lives of the destitute crowds in and around Joubert Park?”
- 96. “how can we break out of isolation and tear down the barriers?”
- 97. 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
- 99. 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
- 102. 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
- 104. 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
- 105. this process was condensed into 3 broad approaches and 3 proposed lines of intervention
- 107. for example, organize open house events when artists are available for showing around visitors
- 110. for example, organize art-based social events in Joubert Park or bring Joubert Park inside JAG
- 111. create flyers in the style of the traditional witch- doctor flyers to virally distribute news to the relevant crowds
- 113. thank you @esmini - andrea.resmini@ju.se