ux strat 2014: dr. sofia hussain, "designing digital strategies based on ecosystem...

Designing UX strategies based on ecosystem thinking

!

Sofia Hussain [email protected]

@uxsophia

Creative "Commons "Scout Key:Mangrove Ecosystem, Florida" by Phil's 1stPix is licensed under CC BY 2.0

mailto:[email protected]

Topics !

What is an ecosystem?

What does ecosystem thinking mean?

Why should we think about ecosystems?

How can we draw ecosystem maps?

Misconceptions!

Ecosystem thinking is about designing for multiple devices

Only larger companies need to think about designing ecosystems

Ecosystem thinking is very complicated

EcosystemUsers

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

Ecosystem thinkingThe inquiry method used to analyze and

understand existing ecosystems

!

Approach for designing new ecosystems

!

!

http://www.apple.com/support/

“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

“To be the no. 1 sports-and-fitness company in the world.”

Bill Bowerman

“To bring innovation and inspiration to every athlete in the world… and if you have a body, you're an athlete.”

!!

Bill Bowerman

http://www.google.com/url?q=http://ezinearticles.com/?expert=Steven_T_Smith%20%20Article%20Source:%20http://

http://www.goqii.com#GOQii_Ecosystem

GOQii

http://www.goqii.com/

GOQii

http://bergcloud.com/case-studies/cloudwash/

Cloudwash

Service design Ecosystem thinking

To find a new home

! " Search home listings

Go to viewings

#$%

Buy home

&Sign contract with power and water

supplier

Decorate,Repair / alter

' (

! Sell old home

!)

Move


Go to viewings

#$%

Buy home


supplier


' (!

Sell old home

!)

Move

To find a new home

Focus on the greater goal of the users, not the goal of your service or product

What is the user’s real goal?

To find a new apartment or house?

To move?

To get settled in a new home?

How should we prioritize?


Go to viewings

#$%

Buy home


supplier


' (!

Sell old home

!)

Move

The UX strategy helps you navigate

SEND

Solution

User needs and

preferences

Business goals

UX strategy

SEND

Solution

User needs and

preferences

Business goals

Example: Organizing events !

!

ORGANIZING AN EVENT

CHANNELS

facebook e-mail sms in person phone

PLATTFORMS

AppInternet

ACTORS

administrator group members

nongroup members

ACTIVITIES INSIDE THE ECOSYSTEM

OUTSIDE ACTIVITIES

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.

EVENT

1 DAY ! 1 WEEK A.E.

DOWNLOADAND 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

Pain points

Administrator(s)

Ideation Preparations and planning

Questions and reminders

Last minute communication Post -event Event

Others

Invitees

!

Risk factors

Administrator(s)

Ideation Preparations and planning

Questions and reminders

Last minute communication Post -event Event

Others

Invitees

R

Competition

Pathways

http://www.goqii.com#GOQii_Ecosystem

GOQii

Use the map to develop your UX strategy

UX strategy Target user groups

Vision and objectives

Actions

Success metrics

ORGANIZING AN EVENT

CHANNELS

facebook e-mail sms in person phone

PLATTFORMS

AppInternet

ACTORS

administrator group members

nongroup members

ACTIVITIES INSIDE THE ECOSYSTEM

OUTSIDE ACTIVITIES

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.

EVENT

1 DAY ! 1 WEEK A.E.

DOWNLOADAND 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

Lessons learned

Start drawing your map as early

as possible

Involve all stakeholders

Make room for dreams

PROSJEKTETABLERING PROSJEKTAVSLUTNING

AKTØRER

SAMARBEIDSPARTNERE FORSKER / PROSJEKTLEDER

FORSKNINGSINSTITUSJON LEDELSE

FORSKNINGSINSTITUSJON, ADMINISTRASJON

KANALER

MØTEMAIL NETTTELEFON PAPIR

SSUPERBRUKER

AKTIVITETER

PROSESSER UTENFOR CRISTIN

PROSESSER I CRISTIN

SØKE OM FINANSIERING

FORSKNINGSRÅDETREGIONALE FORSKNINGSFOND

INTERNE MIDLERREGIONALE HELSEFORETAK

NORDISK INNOVASJONKREFTFORENINGEN

HELSE OG REHABILITERINGEU

FINNE SAMARBEIDSPARTNERE FÅ NØDVENDIGE GODKJENNELSER

REKNSD

STØTTEBREVDATATILSYNETMATTILSYNET

KARTLEGGE TIDLIGERE FORSKNING

JSTORSCOPUS

GOOGLE SCHOLARPUBMED

WEB OF KNOWLEDGE / SCIENCEBIBSYS

ØKOSYSTEM FOR FORSKNINGSPROSJEKTER

GOOGLELINKEDIN

RESEARCHGATEFACEBOOK

OPPSTART

OPPRETTE PROSJEKTID I CRISISTIN

LAGE NYE PROSJEKTER

SØKE PATENT

PATENTSTYRETALTINN

VIDEREFORMIDLE / PUBLISERE RESULTATER

JOURNALERKONFERANSER

UFORMELLE SAMLINGER MEDIA

REGISTRERE FORSKNINGSAKTIVITET

S

AVSLUTNING

AVSLUTTE PROSJEKTET I CRISISTINHENTE DATA

HENTE DATA

LAGRE OG HENTE FORSKNINGSDATA

FINNE SAMARBEIDS!PARTNERE HENTE DATASØKE OPP

FORSKERPROFILER LASTE OPP FULLTESKT

LASTE OPP FULLTESKTLASTE OPP FULLTESKT

HENTE DATA

!Må skrive inn

mye av det samme flere steder

!Må skrive inne det samme flere steder!

Vanskelig å få på plass det juridiske i samarbeidsavtaler

PROSJEKTGJENNOMFØRING

BYGGE UT NETTVERKVELGE PUBLISERINGSKANALER

GOOGLE SCHOLARPUBMED

WEB OF KNOWLEDGE / SCIENCEBIBSYS

NVIIMPACT FACTOR

FORSKNINGSAKTIVITETER "DATAINNSAMLING, EKSPERIMENTER, ANALYSER OSV.#

SØKE PATENT

PATENTSTYRETALTINN

VIDEREFORMIDLE / PUBLISERE RESULTATER

JOURNALERKONFERANSER

UFORMELLE SAMLINGER MEDIA

LASTE OPP FULLTESKT

REGISTRERE FORSKNINGSAKTIVITET

SIkke tilstrekkelig

oversikt over hvem som gjør hva

!

INNRAPPORTERING AV ØKONOMI UNDERVEIS


INTERN LEDELSEREGIONALE HELSEFORETAK

NORDISK INNOVASJONEU

!Må skrive inne det samme flere steder

!Publiseringspoeng

brukes til å bedømme individuelle forskere

Vanskelig å se hva som ligger inne til

godkjenning

!

SLUTTRAPPORTERING, RESULTATER

FØRE OPP PUBLIKASJONER

S

Mangler systemer for sikker lagring av og tilgang på forskningsdata

!

Vanskelig ånavigere i Cristin

!

INNRAPPORTERING AV RESULTATER

UNDERVEIS

FØRE OPP PUBLIKASJONER

S

HENTE DATA

SLUTTRAPPORTERING,ØKONOMI


INTERN LEDELSEREGIONALE HELSEFORETAK

NORDISK INNOVASJONEU

HENTE DATA

Må skrive inne det samme flere steder

!

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.

Når man oppdater en feil, er det umulig å rette den opp.

Må velge usannsynlige ting for å finne frem.

En bra database med et elendig grensesnitt med rigide dataregler.

Jeg vil ha ETT sted hvor jeg presenterer meg.

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.

Nyttig men vond å bruke.

CristINN og ikke CrisUT. Å vise ting i Cristin

er ekstremt tungvint.

Ecosystem thinkingDesigning 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

“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

Thank you!

Sofia Hussain [email protected]

@uxsophia

mailto:[email protected]