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#DigitalEcoSystem - Designing digital strategies based on ecosystem thinking

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#DigitalEcoSystem - Designing digital strategies based on ecosystem thinking

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#DigitalEcoSystem - Designing digital strategies based on ecosystem thinking

  1. 1. Designing UX strategies based on ecosystem thinking ! Sofia Hussain sofia.hussain@finn.no @uxsophia Creative "Commons "Scout Key:Mangrove Ecosystem, Florida" by Phil's 1stPix is licensed under CC BY 2.0
  2. 2. Topics ! What is an ecosystem? What does ecosystem thinking mean? Why should we think about ecosystems? How can we draw ecosystem maps?
  3. 3. Misconceptions ! Ecosystem thinking is about designing for multiple devices Only larger companies need to think about designing ecosystems Ecosystem thinking is very complicated
  4. 4. Ecosystem Users The practices they perform The information they use and share The people with whom they interact The services available to them The devices they use The channels through which they communicate
  5. 5. Ecosystem thinking The inquiry method used to analyze and understand existing ecosystems ! Approach for designing new ecosystems ! !
  6. 6. http://www.apple.com/support/
  7. 7. “The battle of devices has now become a war of ecosystems, where ecosystems include not only the hardware and software of the device, but developers, applications, ecommerce, advertising, search location-based services, unified communications and many other things.” Stephen Elop, 2011
  8. 8. “To be the no. 1 sports-and-fitness company in the world.” Bill Bowerman
  9. 9. “To bring innovation and inspiration to every athlete in the world… and if you have a body, you're an athlete.” ! ! Bill Bowerman
  10. 10. http://www.goqii.com#GOQii_Ecosystem GOQii
  11. 11. http://www.goqii.com/ GOQii
  12. 12. http://bergcloud.com/case-studies/cloudwash/ Cloudwash
  13. 13. Service design Ecosystem thinking
  14. 14. To find a new home Search home listings Go to viewings ƃ Buy home Lj Sign contract with power and water supplier Decorate, Repair / alter Sell old home ! Move
  15. 15. Search home listings Go to viewings ƃ Buy home Lj Sign contract with power and water supplier Decorate, Repair / alter Sell old home ! Move To find a new home
  16. 16. Focus on the greater goal of the users, not the goal of your service or product
  17. 17. What is the user’s real goal? To find a new apartment or house? To move? To get settled in a new home?
  18. 18. How should we prioritize? Search home listings Go to viewings ƃ Buy home Lj Sign contract with power and water supplier Decorate, Repair / alter Sell old home ! Move
  19. 19. The UX strategy helps you navigate
  20. 20. SEND Solution User needs and preferences Business goals UX strategy
  21. 21. SEND Solution User needs and preferences Business goals
  22. 22. Example: Organizing events ! !
  23. 23. ORGANIZING AN EVENT CHANNELS facebook e-mail sms in person phone PLATTFORMS AppInternet ACTORS administrator group members nongroup members ACTIVITIES INS IDETHEECOSYSTEM OUTSIDE A CTIVITIES ASK QUESTIONS, EXPLAIN DELAYS / CANCELLATIONS, DIVIDE TASKS REMIND, ANSWER QUESTIONS, COORDINATE TASKS CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE BECOME AN ACTIVE USER 1 MONTHS- 1 WEEK B.E.6 MONTHS - 1 WEEK B.E. EVEN T 1 DAY - 1 WEEK A.E. DOWNLOAD AND INSTALL CREATE PROFILE IMPORT CONTACTS CUSTOMIZE SETTINGS BECOME A CUSTOMER SHARE PICTURES DISCUSS EVENT, SEND THANK YOU NOTES IDEATION AND PLANNING INVITE INVITE MORE PEOPLE app store
  24. 24. ACTIVITIES INS IDETHEECOSYST OUTSIDE A CTIVITIES CREATE AND SUBMIT CREATE GROUPS INVITE DATE LOCATION ADMINISTRATOR TIME RANGE MESSAGE 1 MONTHS- 1 WEEK B.E. IDEATION AND PLANNING INVITE
  25. 25. S IDETHEECOSYSTEM ASK QUESTIONS, EXPLAIN DELAYS / CANCELLATIONS, DIVIDE TASKS REMIND, ANSWER QUESTIONS, COORDINATE TASKS CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE 1 MO WEEK B.E. EVEN T WEEK A.E. SHARE PICTURES DISCUSS EVENT, SEND THANK YOU NOTES INVITE MORE PEOPLE
  26. 26. INS IDETHEECOSYSTEM ASK QUESTI EXPLAIN DEL CANCELLATI DIVIDE TAS REMIND, ANSWER QUESTIONS, COORDINATE TASKS CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE 1 MONT MONTHS - 1 WEEK B.E. EVEN T 1 DAY - 1 WEEK A.E. SHARE PICTURES DISCUSS EVENT, SEND THANK YOU NOTES INVITE MORE PEOPLE
  27. 27. ORGANIZING AN EVENT CHANNELS facebook e-mail sms in person phone PLATTFORMS AppInternet ACTORS administrator group members nongroup members ACTIVITIES INS IDETHEECOSYSTEM OUTSIDE A CTIVITIES ASK QUESTIONS, EXPLAIN DELAYS / CANCELLATIONS, DIVIDE TASKS REMIND, ANSWER QUESTIONS, COORDINATE TASKS CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE BECOME AN ACTIVE USER 1 MONTHS- 1 WEEK B.E.6 MONTHS - 1 WEEK B.E. EVEN T 1 DAY - 1 WEEK A.E. DOWNLOAD AND INSTALL CREATE PROFILE IMPORT CONTACTS CUSTOMIZE SETTINGS BECOME A CUSTOMER SHARE PICTURES DISCUSS EVENT, SEND THANK YOU NOTES IDEATION AND PLANNING INVITE INVITE MORE PEOPLE app store
  28. 28. ACTIVITIES INS IDETHEECOSYSTEM ASK QUE EXPLAIN CANCELL DIVIDE REMIND, ANSWER QUESTIONS, CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE 1 MO NT, K S
  29. 29. ORGANIZING AN EVENT CHANNELS facebook e-mail sms in person phone PLATTFORMS AppInternet ACTORS administrator group members nongroup members ACTIVITIES INS IDETHEECOSYSTEM OUTSIDE A CTIVITIES ASK QUESTIONS, EXPLAIN DELAYS / CANCELLATIONS, DIVIDE TASKS REMIND, ANSWER QUESTIONS, COORDINATE TASKS CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE BECOME AN ACTIVE USER 1 MONTHS- 1 WEEK B.E.6 MONTHS - 1 WEEK B.E. EVEN T 1 DAY - 1 WEEK A.E. DOWNLOAD AND INSTALL CREATE PROFILE IMPORT CONTACTS CUSTOMIZE SETTINGS BECOME A CUSTOMER SHARE PICTURES DISCUSS EVENT, SEND THANK YOU NOTES IDEATION AND PLANNING INVITE INVITE MORE PEOPLE app store
  30. 30. Pain points Administrator(s) Ideation Preparations and planning Questions and reminders Last minute communication Post -eventEvent Others Invitees !
  31. 31. Risk factors Administrator(s) Ideation Preparations and planning Questions and reminders Last minute communication Post -eventEvent Others Invitees R
  32. 32. Competition
  33. 33. Pathways
  34. 34. http://www.goqii.com#GOQii_Ecosystem GOQii
  35. 35. Use the map to develop your UX strategy
  36. 36. UX strategy Target user groups Vision and objectives Actions Success metrics
  37. 37. ORGANIZING AN EVENT CHANNELS facebook e-mail sms in person phone PLATTFORMS AppInternet ACTORS administrator group members nongroup members ACTIVITIES INS IDETHEECOSYSTEM OUTSIDE A CTIVITIES ASK QUESTIONS, EXPLAIN DELAYS / CANCELLATIONS, DIVIDE TASKS REMIND, ANSWER QUESTIONS, COORDINATE TASKS CREATE AND SUBMIT CREATE GROUPS MANAGE DELETE OR ARCHIVE RESPOND REMIND INVITE DATE LOCATION ADMINISTRATOR GROUP TIME RANGE MESSAGE BECOME AN ACTIVE USER 1 MONTHS- 1 WEEK B.E.6 MONTHS - 1 WEEK B.E. EVEN T 1 DAY - 1 WEEK A.E. DOWNLOAD AND INSTALL CREATE PROFILE IMPORT CONTACTS CUSTOMIZE SETTINGS BECOME A CUSTOMER SHARE PICTURES DISCUSS EVENT, SEND THANK YOU NOTES IDEATION AND PLANNING INVITE INVITE MORE PEOPLE app store
  38. 38. Lessons learned
  39. 39. Start drawing your map as early as possible
  40. 40. Involve all stakeholders
  41. 41. Make room for dreams OPPSTART PROSJEKTID I CRISISTIN LAGRE OG HENTE FORSKNINGSDATA FINNE SAMARBEIDS- PARTNERE HENTE DATA LASTE OPP FULLTESKT PROSJEKTGJENNOMFØRING BYGGE UT NETTVERKVELGE PUBLISERINGSKANALER GOOGLE SCHOLAR PUBMED WEB OF KNOWLEDGE / SCIENCE BIBSYS NVI IMPACT FACTOR FORSKNINGSAKTIVITETER (DATAINNSAMLING, EKSPERIMENTER, ANALYSER OSV.) SØKE PATENT PATENTSTYRET ALTINN VIDEREFORMIDLE / PUBLISERE RESULTATER JOURNALER KONFERANSER UFORMELLE SAMLINGER MEDIA LASTE OPP FULLTESKT REGISTRERE FORSKNINGSAKTIVITET SIkke tilstrekkelig oversikt over hvem som gjør hva ! INN ØKO FO REGION REGIO NOR ! Må skrive inn samme flere ! Publiseringspoeng brukes til å bedømme individuelle forskere Vanskelig å se hva som ligger inne til godkjenning ! Mangler systemer for sikker lagring av og tilgang på forskningsdata ! Vanskelig å navigere i Cristin ! INNRAPPORTERING AV RESULTATER UNDERVEIS FØRE OPP PUBLIKASJONER S Forskere forstår ikke hvorfor de skal bruke tid på dette ! Forskere forstår ikke hvorfor de skal bruke tid på dette ! Hadde jeg sett en verdi med Cristin, så hadde jeg lagt inn. Må velge usannsynlige ting for å finne frem. Open Access er utmerket, men jeg anstrenger meg ikke for å få forskerne til å publisere innenfor dette. Det er vel ingen som søker meg opp på Cristin – det håper jeg da ikke.
  42. 42. Ecosystem thinking Designing for various devices is just a fraction of all that needs to be considered Even small startups can apply ecosystem thinking It does not have to be too complicated
  43. 43. “The vast majority of maps that have ever been drawn by human beings have scarcely survived the immediate context of their production.” Tim Ingold, 2007
  44. 44. Thank you! Sofia Hussain sofia.hussain@finn.no @uxsophia

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