mapping cross-channel ecosystems
TRANSCRIPT
Andreas @Resmini
Mapping Cross-channel Ecosystems
Interact London 2016
The Graduate, 1967
The Graduate, 1967
"Plastics."
"Exactly how do you mean?" asked Ben.
"There's a great future in plastics. Think about it"
Mass protest, Hong Kong -- http://chinaworker.info/en/2014/10/06/8307/
“Like air and water, being digital will be
noticed by its absence, not its presence.”
Nicholas Negroponte
V. Kandinsky, Composition VII, 1913
London from above, A. D Powell
digitization has blurred the distinction
between products and services
digitization has blurred the distinction
between digital and physical
Johann Sebastian Joust
digitization has blurred the distinction
between producers and consumers
BUT BRUCE ...SHUT UP!
people create emergent choreographies
“I went through my spreadsheet, collected all the
receipts and invoices, logged in, checked what was
there, added expenses, and filed my taxes”
experiences are unbounded
a perfectly bounded artifact is an
increasingly difficult proposition
crossmedia and
transmedia
BB-8 - The Verge
descriptive not generative
multichannel
reductionist not systemic
“I do not believe in things.
I believe only in their relationships.”
Georges Braque
G. Braque, Fruit dish, 1908-09
R. Armson, Growing Wings on the Way
tactical to strategic
BYU EDU (news.byu.edu)
OUIJIA BOARD, SCRIPTINGNEWS (http://www.flickr.com/photos/scriptingnews/3418293087/)
I do not believe in things.
I believe only in their relationships.
Georges Braque
Interfaces and interactions vary wildly.
The rules, they don’t vary much.
cross-channel ecosystems are semantic
constructs that straddle physical and
digital space, locations, people, devices
ecosystems are places
support complex emergent behavior
P. Merholz, Double diamond, (UK Design Council)
P. Merholz, Double diamond, (UK Design Council)
what before how
organizational pain(pragmatical starting point)
people’s experience(conceptual starting point)
The Office of the Future, 2015
“How do we make the workplace better?”
“What is the workplace for you?”
ecosystems are built using a limited
number of primary elements
actors, agents within the ecosystem
youtube.com
all sorts of agents
actors pursue a future desired state
alphasys.com.au
tasks, any activity these agents perform
touchpoints, individual points
of interaction in a channel
seams, thresholds between touchpoints
and across channels
channels, pervasive ecosystem-level
information layers
and their relationships
channels are design artifacts
pipes, containers, or fuzzy categories
channel
touchpoint
channel
channels
they might reflect the formal sectioning of
an enterprise architecture model, result
from content analysis, or emerge from the
project’s own goals
goals
individual experiences
linear paths
ecosystems are anything but linear
draft ecosystem
actors tasks touchpoints seams
compound ecosystem
EuroIA 2016 Amsterdam
channels
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
Simplified, touchpoints-only ecosystem map
movie social transport food
3
insights
cross-channel ecosystem identify a
space of opportunity for intervention
they do not identify an artifact that can
or should be fully designed and managed
channels touchpoints and seams allow to
identify bottlenecks, stragglers,
non-integrated paths thru the ecosystem
experiences should be seamless, but seams
should be at times visible or perceptible
for example when moving from a
secure to an unsecure touchpoint
strategic understanding of the ecosystem is
the basis of an open and pervasive IA
making information flow more easily
augments the capability of the system and
increases its resilience and usefulness
point-to-point insights can be folded into
specific business-as-usual UX interventions
Thank you
Andreas @Resmini
WHA?
(YEP)