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@cchastain

Second EditionMarch 5, 2013

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IN THE BEGINNINGCOMPANIES HAD

website

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THEN THEY HADCONNECTED PRODUCTS & SERVICES

iPodiTunes

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THEN THEY HADCONNECTED PRODUCTS & PLATFORMS

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NOW THEY HAVEECOSYSTEMS

event

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DEFINITION OF AN

A business strategy that seeks to leverage digital technology to create dynamic, interconnected touch points and product extensions that provide additional value to customers, deepen their connection with a brand, and, ultimately, feed business growth.

ECOSYSTEM

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DEFINITION OF

The art and science of orchestrating products, services and the underlying business systems to create holistic customer experiences that are both valuable, desirable.

FUNCTIONAL INTEGRATION

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The model of the ecosystem is about business strategy.

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

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So how is this shift changing the way we work?

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

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

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consider evaluate purchase use/enjoy advocate

THE PHASES

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THE CHANNELS/CONTEXTSconsider evaluate purchase use/enjoy advocate

TV

web

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consider evaluate purchase use/enjoy advocate

TV

web

THE JOURNEY (across the ecosystem)

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consider evaluate purchase use/enjoy advocate

TV

web

THE OPPORTUNITY SPACES

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KEY

Personas are not enough to support customer-centered strategy and design.Customer-centricity requires UX leadership at the table with business leads.

POINTS

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02/ marketing moves from persuasion to “value”Work shift.

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In the context of an ecosystem, marketing has a whole new meaning.

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This productwill make youfeel artisticand creative.

= value!

Inherentlyawesome product

Onlinephotographyclasses

Photosharing

exhibitPhoto blog

Customer service

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right “thing”, right contextconsider evaluate purchase use/enjoy advocate

TV

web

TV Spotbreaking

assumptions

Toolfor comparison

Ask yourfriends

Onboardingtools

Socialsharing

Personalizedoptions at check out

Personalizedrecommendations

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KEY

UX and marketing must cohabitate and collaborate.Mono-messages underserve business in context of an ecosystem.

POINTS

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03/ complexity demands continuous discoveryWork shift.

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

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DESIGN & BUILD & ITERATE MEASURE & REFINE

EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS

DISCOVER & PLAN

DESIGN PROCESS

Learning Learning Learning Learning

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EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS

DESIGN PROCESS

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DESIGN PROCESS

DESIGN

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A DESIGN CYCLE

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ONE APPROACH WE’VE USED

Sprint 1 Sprint 2 Sprint 3 Sprint 4

New learning New learning New learning New learning

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NOW COMBINE THAT WITH AGILE DEV

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A VARIETY OF AGILE + UX

Sprint 1 Sprint 2 Sprint 3 Sprint 4

UX

Dev

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KEY

We need to shift our mental model of process from linear to iterative. We need to learn to be flexible and adapt to new inputs along the way. 

POINTS

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

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

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Client/Business lead

Agency/Project lead

Team BTeam A

THE OLD WORLD:SINGLE PROJECT MODEL

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THE NEW WORLD:MULTIPLE CONNECTED PROJECTS

TeamTeam

Team

Team

Team

Team

Agency/Project lead

Client/Business lead

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THE NEW WORLD:MUTIPLE CONNECTIONS

Agency/Project lead

Client/Business lead

TeamTeam

Team

Team

Team

Team

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THE IDEAL: ONE INTEGRATED TEAM

TeamTeam

Team

Team

Team

Agency/Project lead

Client/Business lead

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THE IDEAL: ONE INTEGRATED ANDCROSS-POLLINATED TEAM

TeamTeam

Team

Team

Team

Agency/Project lead

Client/Business lead

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KEY

We need to pull in folks from outside our team and domain.We need to think of new ways of evolving the engagement model. UX is in a good position to facilitate collaboration as well as the evolution of XF team processes.

POINTS

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05/ data and algorithms ruleWork shift.

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

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personalizationengine

customer data profiles

CMS

tracking engine

interactswith an

interface

What shouldwe display?

What contentdo we need?

What correlationscan we make?

What’sworking?

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What’s thedesiredexperience?

DESIGNTEAM

What shouldwe display?

What contentdo we need?

What correlationscan we make?

What’sworking?

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

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KEY

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

POINTS

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

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

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Making livesbetter throughtechnology.

Becoming abetter athlete.

Providing easy access to information for everybody.

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A place to sit and relax and be productive…

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

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Building trust and helping people work

smarter.THE VISION

THE PILLARS

THE PRINCIPLES

the value we intend to create

the strategies that will get us there

the aesthetic andbehavioral qualities

of the experience

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SAMPLE

GUIDANCEProvide the information and education needed to make confident decisions. INSPIRAT

IONProvide content that helps customers understand and advocate for the brand.

RELEVANCEDeliver a personalized experience that supports unique user needs.

EXPERIENCE PILLARS

COLLABORATIONFacilitate partnership and alignment across teams and with our retail partners.

CREDIBILITYBe clear and accurate. Expose value. Be transparent.

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SAMPLEDESIGN PRINCIPLES

Simple and intuitive (easy to use, easy to learn)Consistent (both information and interface tools)Sufficiently flexible (for Geo/Territory needs)Integrated and interconnectedMultiple delivery options (mobility, different form factors)Scalable and fast (no, really)

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KEY

Vision, strategy and execution are references for all disciplines.UX leaders are in a strong position to facilitate the vision for physical/digital intersections with key stakeholders.

POINTS

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bonus!!!!

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7/ Service Blueprinting/business process becomes a key step8/ UX professionals start to function like business consultants

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RECAPOf the changes…

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THE WAY WE WORK

From ToCustomer Journeys

Service

Iterative

Integrated (and cross-pollinated)

Personas

Message

Linear

Siloed

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OURROLES

From ToStrategic partners

Facilitators

Digital + physical

Design leads

Siloed practitioners

Digital-focused

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THE OUTCOME: customer experience BECOMES A CORE BUSINESS COMPETENCY

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Thanks!Cindy Chastain@cchastainchastaincm@gmail.com