Ecosystem Design

PabloSanchez
EcosystemDesign
Wuxy,China• Nov15th2014
@pabsanch
User Friendly
2 0 1 4
EcosystemDesign
PabloSanchez
Wuxy,China• Nov15th2014

Director of User Experience Design with extensive hands-on and
management background gained in fast-paced internet companies and
large corporations in Europe, USA and Asia.
PabloSanchez
Team Leader:
Builder of several UX teams
–comprising interaction
designers, researchers,
visual designers, content
strategists and front-end
developers– for companies
like HP, Yahoo!, Western
Digital, Santander,
monster.com.
MADRID, SPAIN
PRAGUE, CZECH REPUBLIC
BOSTON, MA
SINGAPORE
CALIFORNIA, USA
…and yes, I love coﬀee!

Anew
interaction
paradigm
isemerging

These days We tend to
use minimal interfaces...

It seems like
the cloud
and the
proliferation
of mobile
devices have
profoundly
changed
consumer
habits and
expectations

Source: statista
Mobile internet access continues to become more and more common
across the globe. Ericsson predicts that the number of mobile internet
subscriptions via smartphone, tablet or any other device with a cellular
connection will grow to 6.4 billion by 2019.
We demand access to everything, everywhere, anytime.
Mobile
internet
subscriptions
will reach
6.4billion
in 2019
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
0.4
0.8
0.15
2.6
5.6
0.50
2b
4b
6b
8b
Smartphones Mobile PCs, tablets and mobile routers
Numberofmobileinternetsubscriptionsworldwide(inbillions)

In many categories, digital content is consumed almost exclusively on
mobile devices now. According to comScore, the majority of mobile
media usage is happening in apps, which for the first time accounted for
more than 50% of time spent with digital media
Primarily, We consume content on the go...
Source: statista + comScore
60% 70% 80% 90% 100%
Radio
Photo
Maps
Instant Messangers
Games
Telecommunications
Downloads
Entertainment / Music
Social Networking
Directories / Resources
Mobile Desktop
ShareoftimespentwithselectedcontentcategoriesintheU.S.inMay2014
Mobile is
taking over
digitalmedia
usage

Of Facebook's 1.07 billion mobile users, 399 million access Facebook
exclusively on mobile devices, representing an increase of more than
80% over last year's second quarter and of almost 20% compared to
the March quarter of 2014.
30% of
facebook
users are
mobile only
Smartphones play a key role in our (fragmented) digital lives
800
700
600
500
400
300
200
100
0
Q1 Q3 Q1 Q3 Q1Q2 Q2 Q2Q4 Q4
2012 2013 2014
Mobile-only Mobile & DesktopDesktop-only
671m
399m
247m
Facebook’smonthlyactiveusers,brokendownbytypeofaccess(inmillions)
Source: statista + Facebook

People spend more time looking at screens than ever
mobile web
+ apps
Internet
video
Time-shifted
TV
Game
console
Internet
via PC
Mobile
Video DVD or
Blu-Ray
Player
Live TV
07:04
03:47
02:09 01:46
01:43
00:26
-00:11 -00:34
Source: statista + Nielsen
ChangeinmonthlytimeAmericansspentwithscreenmediaQ12014vs.Q12013(hh:mm)
Smartphone usage has seen the biggest increase since last year's first
quarter, with people now spending 7 hours more per month using apps or
browsing on their mobile phones. On average, Americans still spent 160
hours a month watching traditional TV.
Total screen time:
270 hours
14 minutes
We live
surrounded by
devices that
constantly
demand our
attention…

Deviceshifting is
essential to our
multi-task habits.
Shopping online
doesn’t mean
“seated in front of
a computer”
anymore
We constantly sWitch between devices in our daily tasks ...
87%
Browsing the
Internet
Popular cross device activities:
67%
Shopping
Online
46%
Managing
Finances
43%
Planning a Trip
of people use multiple
screens sequentially90%
Source: Google / Ipsos / Sterling, 2012
a

67%
Shopping
Online
… and that’s the
genesis of the
ecosystem of
devices around
each one of us
Not surprisingly, We expect our devices to be in sync With us ...

Interfaces must be dead simple so users can switch and multi-task
E.g. the iOS
inspired redesign
of Messages on
OS XYosemite let
users work
seamlessly across
phones and
computers

…so we can get
things done
independently of
our preferred
platform (iOS,
android, PC, Mac)
We also expect our devices to share information between them ...

So we never
experience the
heartbreaking loss
of personal data
We expect to migrate and backup our data effortlessly ...
or the frustration of being
locked into a platform

We expect our content to be protected across devices ...
because
privacy and
security
always come
first

… and
propagate
our custom
settings
across all our
devices
We expect to personalize and save our preferences easily ...

and multi·play and collaborate like if we were in the same room

We expect this digital ecosystem to be so intuitive ...
...that you can’t do anything Wrong

The more complex the system
the greater the need for simplicity

Let’s do a quick reality check ...
B

Samsung Galaxy S4
Google Play Edition
Nexus 7

Looks like Apple competitors
are not doing much better ...
R

A Better Ecosystem
The fact that the iPhone is tied to iTunes — both the software and the store — has
been a key part of its success. iCloud, along with its seamless backing up of
photos and other content, has taken it a step further.

Samsung's ecosystem is comparatively weak. The company has a jumble of
multiple digital storefronts (called "hubs"), its horribly named "AllShare" cloud-
storage system, plus some partnerships with third parties including Dropbox and
SugarSync. Compared to Apple's single-storefront, set-up-once system,
Samsung's is a mess.

Samsung would do itself a world a good if, with the Galaxy S IV, it would ﬁnally
oﬀer a clear ecosystem. It should either cut away the partnerships and go all-in on
its own system, or just use Google's, which isn't perfect either but at least
Google Play is relatively consistent.

5 Ways the Samsung Galaxy Can Beat the iPhone
Pete Pachal
Pete Pachal is
Mashable’s Tech
Editor and has been at
the company since
2011. In this position,
he covers the
technology industry,
from self-driving cars
to self-destructing
smartphones.http://mashable.com/2013/02/26/samsung-galaxy-s4-vs-iphone/
ARTICLE EXCERPT

User-centered
Ecosystems
designing

The ultimate challenge
for the neW
generation of user
experience designers
is not designing
isolated products...
North Star •

Our goal is to design
a user-centered
ecosystem of

a user-centered
ecosystem of
devices,

a user-centered
ecosystem of
devices,
objects

a user-centered
ecosystem of
devices,
objects
and services,

a user-centered
ecosystem of
devices,
objects
and services,
across platforms

a user-centered
ecosystem of
devices,
objects
and services,
across platforms
in a simple,
delightful,
and cohesive Way

The problem is that...
this noble pursuit typically
impacts entire organizationsmarketing
software engineering
design
product strategy
business units
internationalization & legal departments
hardware engineering
HP purchased WEB OS in 2010 to unify its myriad of devices. The plan never got implemented. The sheer size of the company (324,000 employees) added huge coordination costs.

Thegrowing
painsof
corporations
understanding

We could tell what people were doing by simple observation
John F. Kennedy Presidential Library & Museum
http://goo.gl/WldIRz
Communication
“Happiness is not in money but in shopping” - Marilyn
http://goo.gl/Ssj63T
Shopping
Beforethedigitalrevolution
Hemingway © Getty Images
http://goo.gl/0LKptZ
Content Creation
Clark Gable © Getty Images
http://goo.gl/dn5s5q
Media Consumption

…we can’t tell anymore what people are doing
Content Creation?
Jimmy Wales | CC by Renato Targa | http://goo.gl/RnK0xb
Communication? Media Consumption?
Today
Shopping?

…we knew what products to expect from a company

Content Creation Media RetailerCommunication

Content Creation Media RetailerCommunicationContent Creation?
Today

Today
Content Creation? Media RetailerCommunication?

Today
Content Creation? Media? RetailerCommunication?

Today
Content Creation? Media? Retailer?Communication?

AT&TEcosystem
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
Entertainment & Videogames
consumer electronics
4

content creation | storage | distribution
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
AmazonEcosystem

DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
Google Ecosystem

DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
AppleEcosystem
B

SOFTWARE
ITUNES STORE
Buy
• Find media
• Buy media
• Buy games
• Subscribe to
podcasts
SOFTWARE
Manage
ITUNES
• Browse audio
• Play audio
• Rate audio
• Add audio
• Delete audio
• Make playlist
• Stream radio
• Burn CDs
Play
IPOD
HARDWARE
• Browse audio
• Play audio
• Rate audio
• Add audio
• Delete audio
• Make playlist
• Stream radio
• Burn CDs
ThedigitalecosystemBIGBANG
Diagram extracted from the book Subject to Change by Peter Merholz, Todd Wilkens & Brandon Schauer

“TheiPodisreallyjustsoftware.It’s
softwareintheiPoditself,it’s
softwareonthePCortheMac,and
it’ssoftwareinthecloudforthestore.
Andit’sinabeautifulbox,butit’s
software.
AlanKayhadagreatquotebackin
the’70s.Hesaid:peoplethatlove
softwarewanttobuildtheirown
hardware.”
–SteveJobs
5

expanding
Case study: brand experiences in the
universe
of中国
workshop conducted
with design students in
Wuxy, China in Nov 2o14

LEGOEcosystem
DigitalLifestyle
Communication
Media
Commerce
Software
Hardware
Physical
Spaces
& Social Media
physical products

Core Business
LegoToday
Lego produces roughly
36 billion plastic
elements annually.
New products launches
account for
approximately 60% of
the LEGO’s sales to
consumers:
• LEGO Star Wars™
• LEGO Marvel Super Heroes
• LEGO Legends of Chima
• LEGO The Simpsons,
etc.
Videogames LegolandStoresMovies

Consoles
OS apps
iPhone apps
http://tinyurl.com/ky3m345
Core Business
iPad apps
Android apps

Consoles
OS apps
iPhone apps
Core Business
iPad apps
Android apps

Consoles
iPhone apps
Core Business
iPad apps
Android apps
OS apps

Consoles
iPhone apps
Core Business
iPad apps
Web apps
OS apps
6

LegolandStoresMoviesCore Business
MiniSeries
Videogames
TV Shows
Movies
7

LegolandStoresMoviesCore Business Videogames

LegolandStoresMoviesCore Business Videogames
The Lego website had an average of 11-million individual visitors a month, with an average dwell time of approx. 22 minutes.

Userexperiencearisesfrom
thesumtotalofinteractions
withaorganization’sproductsandservices
PeterMerholz-UXWeek2012
Thatincludesbusinessdevelopment,
marketing,engineering,
customerservice,retail
aswellasproductandservicedesign.

thesumtotalof interactions
withaorganization’sproductsandservices
PeterMerholz-UXWeek2012
Thatincludesbusinessdevelopment,
marketing,engineering,
customerservice,retail
aswellasproductandservicedesign.
A great seamless

A great seamless
interactions

May I earn VIP points
with my purchases
across LEGO®?
100 Points = $5 Reward

with my purchases
across LEGO®?
LEGO.com

with my purchases
across LEGO®?
LEGO.comStores

Advice for experience designers:
be Careful with
these boundaries

every successful
experience creates
an expectation
VIP points
successfully
added to
user’s
account!
Physical Store

next time . . .
Physical Store
VIP points
successfully
added to
user’s
account!

Physical Store Amusement Park
VIP points
successfully
added to
user’s
account!
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed

every unsuccessful
experience kills
an expectation
VIP points
successfully
added to
user’s
account
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed

VIP points
successfully
added to
user’s
account
Online Store
User forgets about his/her
loyalty program
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed

VIP points
successfully
added to
user’s
account
Online Store
and most importantly…
LEGO’s brand suﬀers.
VIP points
could not be
added to
user’s
account.
User gets totally
disappointed

A great
seamless
Userexperience
interactions
arisesfrom
With the BRAND

Users don’t know the
intricacies of product design
I guess this app works
diﬀerently because it was
designed with Android
SDK version v3.6.1
No Way!
This toy feels diﬀerently
because it was requested by a
fan community, designed by a
subsidiary and manufactured
by an OEM in Malaysia
DesigningwithintheBrand

As designers our goal is to
promote a consistent
brand experience
across all touchpoints
it’s not consistency for consistency sake

As designers we can’t help asking ourselves
HoW COOL this interaction would be ?
Scanning a LEGO model into
an iPad app and playing with
it in 3D? COOL!
designer

What this interaction would
say about the brand
?
but the question that should follow is:
real customer
I got this for my 4 year old
son (…) I feel cheated.
WoW! that’s pretty bad
http://www.amazon.com/LEGO-Fusion-21205-Battle-Towers/dp/B00MGSJABY

The more complex the ecosystem becomes the more
careful We should manage any Brand expectations
http://www.lego.com/en-us/fusion/parents
z
OFFICIAL COMMUNICATION

LEGO lives by a set of
corporate ‘promises’
including the ‘Play
Promise’ that
measures its success
in creating a positive
customer experience
for the children that
play with its toys…
and a promise to the
parents of those
children that it will be a
safe and educational
experience.
to company’s shareholders
to society
to customers
to employees

LEGO lives by a set of
corporate ‘promises’
including the ‘Play
Promise’ that
measures its success
in creating a positive
customer experience
for the children that
play with its toys…
and a promise to the
parents of those
children that it will be a
safe and educational
experience.
to company’s shareholders
to society
to customers
to employees
Is this product stretching
the brand beyond its limits?

this successful
experience created
an expectation
immediately enjoyable
creative beyond limits
engaging (family inclusive)

this successful
experience created
an expectation
immediately enjoyable
creative beyond limits
engaging (family inclusive)
highly complex
creatively restrictive
family non-inclusive

When brands groW unchecked
redefining its brand architecture
and its design language
may reduce the growing pains
a

BrandArchitecture
Disney Logo always displayed in
the upper right corner
TV channels display the
distinctive WATCH mark
Only videogames display this kind
of eye-catching illustrations

Non-linear
Interactions
designing

Linear
Interactions
Cecelia Weckstrom, head
of the Lego Learning
Institute developed an
initiative to map
customer experiences
into a Customer Journey
map.
This example identifies
opportunities for
enhancing the customer
experience of a flight
from London to New York
City.
Source: Customer Experience Matters

Non-linear
Interactions
Most common
interactions involve
multiple touchpoints
including online &
mobile channel +
physical experiences
Source: Fitch.com

Non-linear
Interactions
Source: Fitch.com
retailnext.net incontextsolutions.com
shoppertrak.com getnomi.com
How much do we
really know about
our customers?
Research firms are
stepping up

Most of definitions of Service Design and
Interaction Design are interchangeable
“ServiceDesignisallaboutmaking
theserviceyoudeliveruseful,usable,
efficientanddesirable”
UKDesignCouncil

Most of definitions of Service Design and
Interaction Design are interchangeable
“ServiceDesignisallaboutmaking
theserviceyoudeliveruseful,usable,
efficientanddesirable”
UKDesignCouncil
InteractionDesign

tangible intangible >
product design service design

UI design
visual design
Industrial design
. . .
design of systems & processes
Cross-disciplinary practice (including design, marketing,
process engineering, etc) that results in the design of systems
and processes aimed at providing a holistic service to the user
– Copenhagen Institute of Interaction Design 2008

?
UI design
visual design
Industrial design
. . .

product design
tangible
interaction design
intangible >
service design
design of systems & processesUI design
visual design
Industrial design
. . .Bill Moggridge

. . .Bill Moggridge
Defining Interaction
Design is not necessary
Oh, no!

interaction design
. . .Bill Moggridge
Dan Saﬀer

interaction design
. . .Bill Moggridge
Dan Saﬀer
Robert Fabricant - frog design

product design
tangible
interaction designUI design
visual design
Industrial design
. . .
intangible >
service design

“Experiencedesignisthedesignofanything
UX Week 2009
independentofmedium,oracrossmedia(…)
Withhumanengagementasanexplicitgoal.”
-JesseJamesGarrett
https://vimeo.com/6952223

product design
interaction designUI design
visual design
Industrial design
. . .
service design
USER EXPERIENCE
A

ConceptMapping
what’s important is the relationship
between the two actors

Customer
Journey
There are many
variants of this tool.
Learn the basics and
then adapt to each
case and client
a

Customer
Journey think of
each column
as a phase
or stage of
the journey
MANAGE
ITUNES STORE
• Find
media
• Buy media
• Buy
games
• Subscribe
to
podcasts
ITUNES
• Browse
audio
• Play audio
• Rate audio
• Add audio
• Delete
audio
• Make
playlist
• Stream
radio
• Burn CDs
IPOD
• Browse
audio
• Play audio
• Rate audio
• Add audio
• Delete
audio
• Make
playlist
• Stream
radio
• Burn CDs
PLAY BUY

Customer
Journey
think of each column as a
layer of information that
can be stacked vertically

Marc Stickdorn: Service Design Thinking
CustomerJourney
10 m

SOFTWARE
Let’s put together all the
pieces of the interaction puzzle

PHYSICALSPACESSOFTWARE HARDWARE

SOFTWARE
PHYSICALSPACES
HARDWARE
UserProfile

SOFTWARE
PHYSICALSPACES
HARDWARE
UserProfile Rewards
RecommendationsFavorites
Preferences

UserProfile
Favorites Amazon fire TV arrives home
“pre-loaded” With user’s movies,
music and Watchlist
v

Pablo heads off to
Recommendations
中国
UserProfile

UserProfile
Google NoW anticipates
his needs With an info
card informing him
about his trip
Recommendations

Hong Kong
Recommendations
UserProfile

Rewards
UserProfile
xbox SmartGlass
is by far the
best second-
screen app
available in all app
stores !
See which friends are online and what they’re
playing. See who’s on top in the leaderboard. Send
and receive messages to brag about your score or
challenge a friend.

Rewards
UserProfile
In conjunction
With Kinect the
users can noW
control their
video games and
TV without a
remote or
controller!

Rewards
UserProfile
The app can
keep users in
the loop with
notifications…
The next gen
version will
provide Home
automation
(IOT)

Once loyalty programs are
introduced in Google Wallet ...

Preferences
UserProfile
...thereWards are
automatically applied
to every in-store
purchase ...

Preferences
UserProfile
...andtoevery
online purchase.

Preferences
UserProfile
And users get notified
on their Watches.

By the Way: You got a package!

Google
Shopping Express
Cloud-based
interactions
unify the
user
experience
with common
services and
up-to-date
data ...

Google
Shopping Express
Wireless interactions enable fast
exchange of relevant info bits
NFC
5

Which are provided by
its public or private...
API is an abbreviation of
application program interface. It
defines a set of functionalities in
a very modular and reusable way.
Each block of code performs one
and only one function (such as
register a new Loyalty program or
delete an existing program)
APIs

APIs
Loyalty cards in the cloud
The Wallet Objects API allows Google
Wallet users to access loyalty
programs from any device with
access to the cloud. Speciﬁcally, the
Loyalty API allows Google Wallet
users to add a loyalty program to
their digital wallet, use Ioyalty
information while making a
purchase, and track and redeem
awards.
HTTPS://DEVELOPERS.GOOGLE.COM/WALLET/OBJECTS/

APIs
Loyalty cards in the cloud
The Wallet Objects API allows Google
Wallet users to access loyalty
programs from any device with
access to the cloud. Speciﬁcally, the
Loyalty API allows Google Wallet
users to add a loyalty program to
their digital wallet, use Ioyalty
information while making a
purchase, and track and redeem
awards.
Remember me? I want
to add my LEGO VIP
card to Google wallet

function AddUserToLoyaltyProgram()
User links to existing loyalty program from within Google Wallet app:
a. Wallet app posts JSON signup information to your specified web service URL specified in your
Discoverable (A feature of certain Wallet Object types, such as loyalty). There is a shared
secret password in this request's header.
b. If approved, you respond with JSON response containing the Loyalty Object representing
user's specific representation of Loyalty Class. If rejected, you respond with JSON response
containing rejection message.
function SavetoGoogleWallet()
Well, this is what
LEGO developers
should implement

APIs are the most
eﬀective way to
create viral
ecosystems that
connect with millions
of users around the
globe.
Making things easy
for any developer
(inside and outside
your organization)
to create engaging
services and
scalable products is
the first step to
achieve sustainable
growth.
8

http://goo.gl/HtlkHE
Welcome to the future
Web Components usher in a new era
of web development based on
encapsulated and interoperable
custom elements that extend HTML
itself. Built atop these new
standards, Polymer makes it easier
and faster to create anything from a
button to a complete application
across desktop, mobile, and beyond.
9

Google APIs
Google API
Explorer
https://developers.google.com/apis-
explorer/#p/
z
z
z

There’s Good News for Designers
APIs give designers a much richer toolbox than they’ve ever had before. We can now
take advantage of capabilities on our devices, the wealth of knowledge stored in
databases, and pull together resources to provide a richer experience for our users (…)

Designers will need to make API education a regular part of their work activities.
Experimentation opportunities, like internal one-day hackathons or “20%-time” side
projects, give the designers and developers a way to try out and play with APIs to
extend interesting experience ideas (…)
APIs Are Designs Too
To make APIs work, they need a design. The method of designing an API isn’t that
different from any other user interface project, except the users are fellow developers
and designers. We’re seeing a branch of UX design emerging that deals with creating
easy to use and maintain APIs. They provide documentation, sandbox tools for testing
functions, example code, and simple maintenance models for getting the API integrated
and running quickly and effectively. It won’t be too long before our own organizations
need to ask what could we build as an API for our own stuff? As designers, we can play
a role in helping make our core competencies a integral part of other applications.

APIs: The Future Is Now
Jared M. Spool
Jared M. Spool
(1960-) is the founder
of User Interface
Engineering and a
leading expert on user
experience (UX)
design.
Originally published: Apr 04, 2013
http://www.uie.com/articles/api_future/
ARTICLE EXCERPT

SOFTWARE
PHYSICALSPACES
HARDWARE
UserProfile
PaymentsServerAuthServer
GameServer

Share SyncBackup Collaborate
one user one-to-many
one user
across multiple devices
many-to-many
unidirectional unidirectional
bidirectional
across multiple devices bidirectional
x multiple users x devices
peace of mind socialization device shifting collaboration
users
interaction
unique
perceived
beneﬁt
there’s always a duplicate
‘unsharing' should be as easy as
sharing
My ﬁles are always up-to-date in
every device (no duplicates)
Mess can be reverted (accidental
deletes, concurrent iterations..)
users
expectations

W
“The prevalence of sequential
usage makes it imperative
that businesses enable
customers to save their
progress between devices.
Saved shopping carts,
signed-in experiences or the
ability to email progress to
oneself helps keep
consumers engaged,
regardless of device they
used”
Source: Think With Google

Wireless
Interactions
designing

Disney Band has a RFID
chip that let users swipe
their bands to pay at
any register in Disney
World, access express
lines and unlock their
hotel room.
Sensors hidden in the
Be My Guest
restaurant can detect
customer presence from
up to 40 feet away.
RFID

HPweb-connectedecosystem
HP Photosmart Premium with TouchSmart Web
12

BelkinWeMo
D-Link’s new Wi-Fi Smart Plug
(DSP-W215) now lets you
monitor and control your
home’s electronic devices from
anywhere using Dlink’s free app
for iOS and Android
smartphones or tablets. The
device oﬀers a convenient way
to automate home and control
devices from the user’s
smartphones and tablets.
The Wi-Fi Smart Plug comes
with a built-in thermal sensor
that will automatically shut oﬀ
connected devices if they
overheat. The mydlink Wi-Fi
Smart Plug features a simple
one-button installation – users
press the WPS button on their
existing router and on the
Smart Plug, and then download
the mydlink Smart Plug mobile
app to start setup.

中国
User Friendly
2014
Thanks
foryour
attention
@pabsanch

Ecosystem Design

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