6 ways ecosystems have changed our roles and the way we work
TRANSCRIPT
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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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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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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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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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DESIGN & BUILD & ITERATE MEASURE & REFINE
EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS
DISCOVER & PLAN
DESIGN PROCESS
Learning Learning Learning Learning
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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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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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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 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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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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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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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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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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7/ Service Blueprinting/business process becomes a key step8/ UX professionals start to function like business consultants
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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