6 Ways Ecosystems Have Changed Our Roles and the Way We Work

6 WAYS ECOSYSTEMSHAVE CHANGEDOur Roles andthe Way We Work Cindy Chastain MIMA Summit 2012MIMA Summit/ October 2012 @cchastain1

IN THE BEGINNINGCOMPANIES HAD websitesMIMA Summit/ October 2012 2

THEN THEY HADCONNECTED PRODUCTS & SERVICES iTunes iPodMIMA Summit/ October 2012 3

THEN THEY HADCONNECTED PRODUCTS & PLATFORMSMIMA Summit/ October 2012 4

NOW THEY HAVEECOSYSTEMS eventMIMA Summit/ October 2012 5

DEFINITION OF ANECOSYSTEMA business strategy that seeks to leveragedigital technology to create dynamic,interconnected touch points and productextensions that provide additional value tocustomers, deepen their connection with abrand, and, ultimately, feed business growth.MIMA Summit/ October 2012 6

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DEFINITION OFFUNCTIONAL INTEGRATIONThe art and science of orchestratingproducts, services and the underlyingbusiness systems to create holistic customerexperiences that are both valuable,desirable.MIMA Summit/ October 2012 10

The model of the ecosystem is aboutbusiness strategy.MIMA Summit/ October 2012 11

The design of the ecosystem is abouthow it all fits together.MIMA Summit/ October 2012 12

So, what’s changed?MIMA Summit/ October 2012 13

01/customer journeys nowdrive strategy Both a role and work shift.MIMA Summit/ October 2012 14

A tool used for user experience design isnow an important input to strategy. MIMA Summit/ October 2012 15

THE PHASES consider evaluate purchase use/enjoy advocateMIMA Summit/ October 2012 16

THE CHANNELS/CONTEXTS consider evaluate purchase use/enjoy advocateTVwebMIMA Summit/ October 2012 17

THE JOURNEY (across the ecosystem) consider evaluate purchase use/enjoy advocateTVwebMIMA Summit/ October 2012 18

THE OPPORTUNITY SPACES consider evaluate purchase use/enjoy advocateTVwebMIMA Summit/ October 2012 19

KEYPOINTSPersonas are not enough to supportcustomer-centered strategy anddesign.Customer-centricity requires UXleadership at the table with businessleads.MIMA Summit/ October 2012 20

02/marketing moves frompersuasion to “value” Work shift.MIMA Summit/ October 2012 21

In the context of an ecosystem,marketing has a whole new meaning.MIMA Summit/ October 2012 22

Online photography Photo classes sharing Inherently This product Photo blog awesome product exhibit will make you feel artistic and creative. Customer serviceMIMA Summit/ October 2012 = value! 23

right “thing”, right context consider evaluate purchase use/enjoy advocate TV Spot SocialTV breaking sharing assumptions Toolweb for comparison Onboarding mobile app Social chatMIMA Summit/ October 2012 24

KEYPOINTSUX and marketing must cohabitateand collaborate.Mono-messages are no longer usefulor relevant in context of an ecosystem.MIMA Summit/ October 2012 25

03/complexity demandscontinuous discovery Work shift.MIMA Summit/ October 2012 26

Iteration and constant learning are thefoods that feed the ecosystem.MIMA Summit/ October 2012 27

DESIGN PROCESS DISCOVER & PLAN DESIGN & BUILD & ITERATE MEASURE & REFINE EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS Learning Learning Learning LearningMIMA Summit/ October 2012 28

DESIGN PROCESS DISCOVER & PLAN DESIGN & BUILD & ITERATE MEASURE & REFINE EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS What is it? How does How do we How is it it work? build it? performing?MIMA Summit/ October 2012 29

THE DESIGN CYCLEMIMA Summit/ October 2012 30

MUTIPLE DESIGN SPRINTS Sprint 1 Sprint 2 Sprint 3 Sprint 4 New learning New learning New learning New learningMIMA Summit/ October 2012 31

THE AGILE DEVELOPMENT CYCLEMIMA Summit/ October 2012 32

OVERLAPPING DESIGN & DEV SPRINTS Sprint 1 Sprint 2 Sprint 3 Sprint 4UXDev MIMA Summit/ October 2012 33

KEYPOINTSWe need to shift our mental model ofprocess from linear to iterative.We need to learn to be flexible andadapt to new inputs along the way. MIMA Summit/ October 2012 34

04/more collaboration =adaptive team structures Both a role and work shift.MIMA Summit/ October 2012 35

Ecosystems are pushing us to reinventthe way we work together, literally.MIMA Summit/ October 2012 36

THE OLD WORLD:SINGLE PROJECT MODEL Client/ Agency/ Business lead Project lead Team TeamMIMA Summit/ October 2012 37

THE NEW WORLD:MULTIPLE PROJECTS Client/ Agency/ Business lead Project lead Team Team Team Team Team TeamMIMA Summit/ October 2012 38

THE NEW WORLD:MUTIPLE CONNECTIONS Client/ Agency/ Business lead Project lead Team Team Team Team Team TeamMIMA Summit/ October 2012 39

THE IDEAL: ONE INTEGRATED TEAM Client/ Agency/ Business lead Project lead Team Team Team Team TeamMIMA Summit/ October 2012 40

THE IDEAL: ONE INTEGRATED ANDCROSS-POLLINATED TEAM Client/ Agency/ Business lead Project lead Team Team Team Team TeamMIMA Summit/ October 2012 41

KEYPOINTSWe need to pull in folks from outsideour domain.UX needs to lead collaboration andevolve the processes of XF teams.MIMA Summit/ October 2012 42

05/data and algorithms rule Work shift.MIMA Summit/ October 2012 43

The soul of an ecosystem is about thethings that enable connected andpersonalized experiences. MIMA Summit/ October 2012 44

What should personalization personalization we display? engine engine What content CMS CMS do we need? What customer data profiles customer data profiles correlations can we make? interacts with an What’s interface tracking engine tracking engine working?MIMA Summit/ October 2012 46

What should we display? What content do we need? What’s the desired experience? What correlations can we make? What’s YOU working?MIMA Summit/ October 2012 47

AT SOME POINT, EVERYBODY NEEDS TOBE IN THE SAME ROOM TALKING ABOUTTHE SAME EXPERIENCEMIMA Summit/ October 2012 48

KEYPOINTSDesigning for experiences within anecosystem requires a deepunderstanding of data.Data are the new pixels - they are thecell units of ecosystem design.Algorithms are the new rules of styleand composition. MIMA Summit/ October 2012 49

06/aligning on vision iscritical…and hard Both a role and work shift.MIMA Summit/ October 2012 50

Not having a common vision to supportthe ecosystem is like having aconfederation of states in a country withno constitution. MIMA Summit/ October 2012 51

A place to sit and relax and be productive…MIMA Summit/ October 2012 53

Before coming up with a solution, weneed to align on the value we intend todeliver to our customers.MIMA Summit/ October 2012 54

THE VISION Building trust and helping the value we intend to create people work smarter. THE PILLARS the strategies that will get us there THE PRINCIPLES the aesthetic and behavioral qualities of the experienceMIMA Summit/ October 2012 55

SAMPLEEXPERIENCE PILLARSGUIDANCE EFFICIENC PARTNERSH INSPIRATI RELEVANCProvide the informationand education needed Y IP ON Eto make confident Help users create Facilitate collaboration Provide content Deliver a personalizeddecisions. tasks quickly and and communication that helps customers experience that seamlessly. understand and supports unique that improves our relationship advocate for the brand. user needs. with the customer.MIMA Summit/ October 2012 56

SAMPLEDESIGN PRINCIPLESSimple and intuitiveGuided and directiveIntegrated and interconnectedScalable and fastEasy to administer and maintainMIMA Summit/ October 2012 57

KEYPOINTSVision, strategy and execution arereferences for all disciplines.UX leaders are in the best position tofacilitate the vision for online/offlineintersections with key stakeholders.MIMA Summit/ October 2012 58

RECAPOf the changes…MIMA Summit/ October 2012 59

THE WAYWE WORK From To Personas Customer Journeys Message Service Linear Iterative Siloed Integrated (and cross-pollinated)MIMA Summit/ October 2012 60

OURROLES From To Design leads Strategic partners Team members Collaboration facilitators Digital-focused Digital + real-worldMIMA Summit/ October 2012 61

THE BIG OUTCOME:UX BECOMES A PILLAR FORBUSINESSMIMA Summit/ October 2012 62

Thanks! Cindy Chastain @cchastain chastaincm@gmail.comMIMA Summit/ October 2012 63