UX STRAT Europe, Dr Andrea Resmini, “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

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”

31. IMDB

33. WHATSAPP IMDB

35. WHATSAPP IMDB

37. WHATSAPP IMDB YELP

39. WHATSAPP SKATES IMDB YELP

41. WHATSAPP SKATES BOX OFFICE IMDB YELP

43. WHATSAPP SKATES BOX OFFICE IMDB MOVIE YELP

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

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

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

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

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

59. channel touchpoint

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

73. COMMUTING IN KARLSTAD

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

82. JOHANNESBURG ART GALLERY

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

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

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

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?”

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

103. 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

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

106. spatialize JAG's presence (placemaking)

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

108. personalize JAG's presence (people)

109. connect JAG's presence (outreach)

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

UX STRAT Europe, Dr Andrea Resmini, “Cross-channel Ecosystems Strategy”

UX STRAT Europe, Dr Andrea Resmini, “Cross-channel Ecosystems Strategy”

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UX STRAT Europe, Dr Andrea Resmini, “Cross-channel Ecosystems Strategy”