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Cross-channel Ecosystems StrategyAndrea @Resmini
UXSTRAT 2016 Amsterdam
information is all over the place
digitization has blurred the distinctionbetween products and services
people freely connect competing productsand services in emergent choreographies
the idea we can design a perfectly bounded artifact and simply drop it inside a dynamic environment has
become an increasingly difficult proposition
still, the way we frame and design servicesis the way we frame and design products
N.Fein, Cocktail bar and restaurant at Hunts Point Market, the Bronx, NYC Black & White (http://www.nycbw.com/page/5/)
cross-channel ecosystem designintroduces an actor-driven approach
a systemic approach
a shift from the idea of productand service to that of experience
an experience is anything an actor considers connected to achieving a desired future state
an experience is a complex construct
it is not company-controlledit is not company-bounded
it is not product- or service-bounded either
“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”
“I went through my spreadsheet, collected all the receipts and invoices, logged in, checked what was
there, added expenses, and filed my taxes”
we are sense-makers and we want stories
we describe experiences as lines or paths
“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”
DOCTOR CABAPPOINTMENTWEBSITE REMINDER TESTS
lots of streamlining here: this is a complex experience.Let’s add a little more detail
DOCTOR
PHONE
HUSBAND
APPOINTMENTWEBSITE REMINDER TESTSCAB
PHONE
CABSMSMAIL
TABLET MAIL
better, but still not showing some of the opportunities or distractions we discarded along the way
DOCTOR
PHONE
HUSBAND
APPOINTMENTWEBSITE REMINDER TESTSCAB
PHONE
CABSMSMAIL
TABLET MAIL
WEBSITE NURSE
BUS
TICKET
what we have here is the initial description of the blended space of a cross-channel ecosystem in which
this experience takes place
cross-channel ecosystems are semantic constructs that straddle digital and physical spaces, locations,
devices, people, and contexts
cross-channel ecosystems identify a space of opportunity for intervention more than a finite artifact that can or should be fully managed
ecosystems are anything but linear
“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”
IMDB
IMDB
IMDB
IMDB
YELP
SKATES
IMDB
YELP
SKATESBOX OFFICE
IMDB
YELP
SKATESBOX OFFICE
IMDB
MOVIE
YELP
SKATESBOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
fancy, but hardly representative of the many possible individual paths everyone else might decide to take
clarity only comes through compounding many individual paths into a larger, common map
SKATESBOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
FRIEND’SHOME
BUS
BOX OFFICE
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMS
FRIEND’SHOME
BUSDINNER
PS4
BOARDGAMES
PHONE
PIZZAPLACE
SKATESBOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
FRIEND’SHOME
BUSDINNER
PS4
BOARDGAMES
PHONE
PIZZAPLACEWHATSAPP
SKATESBOX OFFICE
IMDB
MOVIE
YELP
BOX OFFICE
IMDB
MOVIE
BUSSMSWEBSITE
mapping an ecosystem involves identifying a number of primary elements and their relationships
actors, tasks, channels, touchpoints, and seams
an actor is any agent in the ecosystemtrying to achieve a future desired state
a task is any activity an actorperforms towards that state
a channel is a pervasive,ecosystem-wide information layer
a touchpoint is an individualpoint of interaction in a channel
touchpoints are vessels for information
touchpoints are medium-specific, but theinformation they convey is medium-aspecific
channel
touchpoint
channels are an abstract design construct
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
SKATESBOX OFFICE
IMDB
MOVIE
NETFLIX
BUS
YELP
RESTAURANT
SMSWEBSITE
FRIEND’SHOME
BUSDINNER
PS4
BOARDGAMES
PHONE
PIZZAPLACEWHATSAPP
SKATESBOX OFFICE
IMDB
MOVIE
YELP
BOX OFFICE
IMDB
MOVIE
BUSSMSWEBSITE
movie social transport food
3
touchpoints belonging to more than onechannel act as a seam between these
a seam is a threshold connecting touchpointson the same or on different channels
while experiences should be “seamless”,sometimes seams should be visible or perceptible
for example, when moving from a secure to an unsecure connection
also, elements in an ecosystem are polymorphous
an actor could also be a touchpoint
this mapping is the beginning ofa cross-channel design process
MAPPING TELLING DESIGNING MAKING
the four stages of a cross-channel experience design process
pragmatically, the starting point is the formulationof an individual, social, or organizational pain
COMMUTING IN KARLSTAD
“are we meeting commuters needs?”
conceptually, it’s the actors’ experience
THe Office of the Future
THE OFFICE OF THE FUTURE
“what is and where is your workplace?”
HIGHER EDUCATION
“let’s make our courses better”
“what is a higher education course?”
interventions within an ecosystem broker between the different instances presented by the ecosystem
itself, the actors, and the designers’ own vision
JOHANNESBURG ART GALLERY
1ORGANIZATIONAL
PAIN OR NEED
2ROUGH MAP OF THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7REFINED MAP OF THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage
“how do we make the gallery relevantto the city of Johannesburg?”
the scarcity of resourceswas a primary constraint
the gallery’s dysfunctionalsurroundings a secondary one
http://www.theheritageportal.co.za/
“how do we attract tourists and residentsand establish a safe environment for them?”
1ORGANIZATIONAL
PAIN OR NEED
2ROUGH MAP OF THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7REFINED MAP OF THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage
“how can art touch the lives of thedestitute crowds in and around Joubert Park?”
“how can we break out of isolationand tear down the barriers?”
1ORGANIZATIONAL
PAIN OR NEED
2ROUGH MAP OF THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7REFINED MAP OF THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage
1ORGANIZATIONAL
PAIN OR NEED
2ROUGH MAP OF THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7REFINED MAP OF THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage
JAG
AFRICANART
JAG’SFACEBOOK
EUROPEANART
BOOKSHOP
BOOKS
TAXIS
CITYMAPS
STAFFINTL
VISITORS
1ORGANIZATIONAL
PAIN OR NEED
2ROUGH MAP OF THE ECOSYSTEM
3
IDENTIFY ACTORS
4
IDENTIFY GOALS
5
MAP PATHS
6
MAP ECOSYSTEM
7REFINED MAP OF THE ECOSYSTEM
GOAL #1
GOAL #N
PATH #1
PATH #N
8
START OF TELLING
ECOSYSTEM #1
ECOSYSTEM #N
mapping stage
JAG
JOUBERTPARK
NEWSLETTER
AFRICANART
DIRECTOR’SFACEBOOK
JAG’SFACEBOOK
EUROPEANART
WEBSITE
CAFETERIA
BOOKSHOP
PUBLICTRANSPORT
FRIENDSOF JAG
BOOKS
SIGNAGE
TAXIS
EVENTS
EXHIBITS
JOBURGWEBSITE
STUDENTS
HAWKERS
CITYMAPS
MAPS
STAFF
DIRECTOR
INTLVISITORS
VISITORS
PARKING
environmental information
social
unofficial jag
official jag
joburg PARKING MAPSJOBURGWEBSITE
SIGNAGE
NEWSLETTERJAG’S
FACEBOOKWEBSITE BOOKSHOP EVENTS EXHIBITS
DIRECTOR’SFACEBOOK
DIRECTOR’SFACEBOOK
JAG’SFACEBOOK
CAFETERIABOOKSHOP TWITTER EVENTSSTUDENTS HAWKERS
JOUBERTPARK
PUBLICTRANSPORTSIGNAGE MAPS CITY
MAPS
CITYMAPS
this process was condensed into 3 broad approaches and 3 proposed lines of intervention
spatialize JAG's presence(placemaking)
for example, organize open house events when artists are available for showing around visitors
personalize JAG's presence(people)
connect JAG's presence(outreach)
for example, organize art-based social events in Joubert Park or bring Joubert Park inside JAG
create flyers in the style of the traditional witch-doctor flyers to virally distribute news
to the relevant crowds
