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

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6 WAYS ECOSYSTEMS
HAVE CHANGED
Our Roles and
the Way We Work

Cindy Chastain
MIMA Summit 201...

IN THE BEGINNING
COMPANIES HAD

websites

MIMA Summit/ October 2012 2

THEN THEY HAD
CONNECTED PRODUCTS & SERVICES

iTunes
iPo...

THEN THEY HAD
CONNECTED PRODUCTS & PLATFORMS

MIMA Summit/ October 2012 4

NOW THEY HAVE
ECOSYSTEMS

event
MIMA Summit/ October 2012 5

DEFINITION OF AN
ECOSYSTEM
A business strategy that seeks to leverage
digital technology to create dynamic,
interconnected...

MIMA Summit/ October 2012 7

MIMA Summit/ October 2012 8

MIMA Summit/ October 2012 9

DEFINITION OF
FUNCTIONAL INTEGRATION
The art and science of orchestrating
products, services and the underlying
business s...

The model of the ecosystem is about
business strategy.

MIMA Summit/ October 2012 11

The design of the ecosystem is about
how it all fits together.

MIMA Summit/ October 2012 12

So, what’s changed?

MIMA Summit/ October 2012 13

01/
customer journeys now
drive strategy
Both a role and work shift.

MIMA Summit/ October 2012 14

A tool used for user experience design is
now an important input to strategy.

MIMA Summit/ October 2012 ...

THE PHASES
consider evaluate purchase use/enjoy advocate

MIMA Summit/ October 2012 ...

THE CHANNELS/CONTEXTS
consider evaluate purchase use/enjoy advocate

TV

web

MIMA Summit/ O...

THE JOURNEY (across the ecosystem)
consider evaluate purchase use/enjoy advocate

TV

web

M...

THE OPPORTUNITY SPACES
consider evaluate purchase use/enjoy advocate

TV

web

MIMA Summit/ ...

KEY
POINTS

Personas are not enough to support
customer-centered strategy and
design.
Customer-centricity requires UX
lead...

02/
marketing moves from
persuasion 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 ...

right “thing”, right context
consider evaluate purchase use/enjoy advocate
...

KEY
POINTS

UX and marketing must cohabitate
and collaborate.
Mono-messages are no longer useful
or relevant in context of...

03/
complexity demands
continuous discovery
Work shift.

MIMA Summit/ October 2012 26

Iteration and constant learning are the
foods that feed the ecosystem.

MIMA Summit/ October 2012 27

DESIGN PROCESS
DISCOVER & PLAN DESIGN & BUILD & ITERATE MEASURE & REFINE

EX...

DESIGN PROCESS
DISCOVER & PLAN DESIGN & BUILD & ITERATE MEASURE & REFINE

...

THE DESIGN CYCLE

MIMA Summit/ October 2012 30

MUTIPLE DESIGN SPRINTS

Sprint 1 Sprint 2 Sprint 3 Sprint 4

New learning ...

THE AGILE DEVELOPMENT CYCLE

MIMA Summit/ October 2012 32

OVERLAPPING DESIGN & DEV SPRINTS

Sprint 1 Sprint 2 Sprint 3 Sprint 4

UX

Dev

MIMA Summi...

KEY
POINTS

We need to shift our mental model of
process from linear to iterative.
We need to learn to be flexible and
ada...

04/
more collaboration =
adaptive team structures
Both a role and work shift.

MIMA Summit/ October 2012 35

Ecosystems are pushing us to reinvent
the way we work together, literally.

MIMA Summit/ October 2012 36

THE OLD WORLD:
SINGLE PROJECT MODEL

Client/ Agency/
...

THE NEW WORLD:
MULTIPLE PROJECTS

Client/ Agency/
...

THE NEW WORLD:
MUTIPLE CONNECTIONS

Client/ Agency/
...

THE IDEAL: ONE INTEGRATED TEAM

Client/ Agency/
Business ...

THE IDEAL: ONE INTEGRATED AND
CROSS-POLLINATED TEAM

Client/ Agency/
...

KEY
POINTS

We need to pull in folks from outside
our domain.
UX needs to lead collaboration and
evolve the processes of X...

05/
data and algorithms rule
Work shift.

MIMA Summit/ October 2012 43

The soul of an ecosystem is about the
things that enable connected and
personalized experiences.

MIMA Summit/ October ...

MIMA Summit/ October 2012 45

What should
personalization
personalization we displa...

What should
we display?

...

AT SOME POINT, EVERYBODY NEEDS TO
BE IN THE SAME ROOM TALKING ABOUT
THE SAME EXPERIENCE

MIMA Summit/ October 2012 ...

KEY
POINTS

Designing for experiences within an
ecosystem requires a deep
understanding of data.
Data are the new pixels -...

06/
aligning on vision is
critical…and hard
Both a role and work shift.

MIMA Summit/ October 2012 50

Not having a common vision to support
the ecosystem is like having a
confederation of states in a country with
no constitu...

MIMA Summit/ October 2012 52

A place to sit and relax and be productive…

MIMA Summit/ October 2012 53

Before coming up with a solution, we
need to align on the value we intend to
deliver to our customers.

MIMA Summit/ Oct...

THE VISION Building trust and helping
the value we intend to create
people...

SAMPLE
EXPERIENCE PILLARS

GUIDANCE EFFICIENC PARTNERSH INSPIRATI ...

SAMPLE
DESIGN PRINCIPLES
Simple and intuitive
Guided and directive
Integrated and interconnected
Scalable and fast
Easy to...

KEY
POINTS

Vision, strategy and execution are
references for all disciplines.
UX leaders are in the best position to
faci...

RECAP
Of the changes…

MIMA Summit/ October 2012 59

THE WAY
WE WORK
From To
Personas Customer Journeys

Message ...

OUR
ROLES
From To
Design leads Strategic partners

Team members Colla...

THE BIG OUTCOME:
UX BECOMES A PILLAR FOR
BUSINESS

MIMA Summit/ October 2012 62

Thanks!
Cindy Chastain
@cchastain
chastaincm@gmail.com

MIMA Summit/ October 2012 63

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

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

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

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

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