ecosystem design

Pablo SanchezEcosystem Design

Wuxy, China Nov 15th 2014

@pabsanch

User Friendly2 0 1 4

Ecosystem DesignPablo SanchezWuxy, China Nov 15th 2014

kaDirector 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.

Pablo Sanchez

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, SPAINPRAGUE, CZECH REPUBLIC

BOSTON, MA

SINGAPORE

CALIFORNIA, USA

and yes, I love coee!

A new interaction paradigm is emerging

These days We tend to use minimal interfaces.. .

. . . or no interfaces at all

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 6.4 billion

in 2019

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

0.4

0.8

0.152.6

5.6

0.50

2b

4b

6b

8b

Smartphones Mobile PCs, tablets and mobile routers

Number of mobile internet subscriptions worldwide (in billions) v

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

Share of time spent with selected content categories in the U.S. in May 2014

Mobile is taking over

digital media 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

0Q1 Q3 Q1 Q3 Q1Q2 Q2 Q2Q4 Q4

2012 2013 2014

Mobile-only Mobile & DesktopDesktop-only

671m

399m

247m

Facebooks monthly active users, broken down by type of access (in millions)

Source: statista + Facebook

People spend more time looking at screens than ever

mobile web+ apps

Internet video

Time-shiftedTV

Gameconsole

Internet via PC

MobileVideo DVD or

Blu-RayPlayer

Live TV

07:04

03:47

02:09 01:46 01:43

00:26-00:11 -00:34

Source: statista + Nielsen

Change in monthly time Americans spent with screen media Q1 2014 vs. Q1 2013 (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

Device shifting is essential to our

multi-task habits. Shopping online

doesnt 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 thats 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 X Yosemite 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 multiplay and collaborate like if we were in the same room

Last but not least. . .v

We expect this digital ecosystem to be so intuitive . . .

. . .that you cant do anything Wrong

The more complex the system the greater the need for simplicity

Lets 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 oer 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 PachalPete Pachal is

Mashables 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 E

XCERPT

User-centered Ecosystems

vdesigning

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


devices,


devices, objects


devices, objects

and services,


devices, objects

and services, across platforms


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.

fThe growing

pains of corporations

understanding

We could tell what people were doing by simple observation

John F. Kennedy Presidential Library & Mu

seum

http://goo.gl/WldIRz

Communication

Happiness is not in money but in shopping - Marilyn http://goo.gl/Ssj63T

Shopping

Before the digital revolution

Hemingway Getty Images http://goo.gl/0LKptZ

Content Creation

Clark Gable Getty Images http://goo.gl/dn5s5q

Media Consumption

we cant 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&T Ecosystem

Digital Lifestyle

Communication

Media

Commerce

Software Hard

ware Physical

Spaces

& Social Media

Entertainment & Videogames

consume

r electro

nics

4

content creation | storage | distributionDigital Lifestyle

Communication

Media

Commerce

Software Hard

ware Physical

Spaces

& Social Media


consume

r electro

nicsAmazon Ecosystem


Communication

Media

Commerce

Software Hard

ware Physical

Spaces

& Social Media


consume

r electro

nicsGoogle Ecosystem


Communication

Media

Commerce

Software Hard

ware Physical

Spaces

& Social Media


consume

r electro

nicsApple Ecosystem

B

SOFTWARE

ITUNES STORE

Buy

Find media Buy media Buy games Subscribe to podcasts

SOFTWARE

ManageITUNES

Browse audio Play audio Rate audio Add audio Delete audio Make playlist Stream radio Burn CDs

PlayIPOD

HARDWARE


The digital ecosystem BIG BANG

Diagram extracted from the book Subject to Change by Peter Merholz, Todd Wilkens & Brandon Schauer

The iPod is really just software. Its software in the iPod itself, its software on the PC or the Mac, and its software in the cloud for the store. And its in a beautiful box, but its software. Alan Kay had a great quote back in the 70s. He said: people that love software want to build their own hardware.

Steve Jobs5

expanding

vCase study: brand experiences in the

universeof

workshop conducted with design students in Wuxy, China in Nov 2o14

LEGO Ecosystem


Communication

Media

Commerce

Software Hard

ware Physical

Spaces

& Social Media


physical p

roducts

Core Business

Lego TodayLego produces roughly 36 billion plastic elements annually.

New products launches account for approximately 60% of the LEGOs 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


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

User experience arises from the sum total of interactions

with a organizations products and services

Peter Merholz - UX Week 2012

That includes business development, marketing, engineering, customer service, retail

as well as product and service design.

the sum total of interactions with a organizations products and services

Peter Merholz - UX Week 2012

That includes business development, marketing, engineering, customer service, retail

as well as product and service design.

A great seamlessUser experience arises from

A great seamlessinteractions

User experience arises from

May I earn VIP points with my purchases

across LEGO?

100 Points = $5 Reward


across LEGO?


LEGO.com


across LEGO?


LEGO.comStores

LEGO.comStores Legoland

Advice for experience designers:

be Careful with these boundaries

every successful experience creates an expectation

VIP points successfully

added to users

account!

Physical Store

next time . . .

Physical Store


added to users

account!

Physical Store Amusement Park


added to users

account!

VIP points could not be

added to users

account.User gets totally

disappointed


every unsuccessful experience kills an expectation


added to users

account


added to users


disappointed



added to users

account

Online Store

User forgets about his/her loyalty program


added to users


disappointed



added to users

account

Online Store

and most importantly LEGOs brand suers.


added to users


disappointed

A great

seamless

User experience

interactions

arises from

With the BRAND

Users dont know the intricacies of product design

I guess this app works dierently because it was designed with Android SDK version v3.6.1

No Way!

This toy feels dierently because it was requested by a fan community, designed by a subsidiary and manufactured by an OEM in Malaysia

Designing within the Brand

As designers our goal is to promote a consistent brand experience

across all touchpoints

its not consistency for consistency sakeSDesigning within the Brand


As designers we cant 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! thats 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 companys 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 companys 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


Brand Architecture

Brand Architecture

Disney Logo always displayed in the upper right cornerTV channels display the distinctive WATCH mark

Only videogames display this kind of eye-catching illustrations

11

Design Language

Design Language

Non-linear Interactions

vdesigning

Linear InteractionsCecelia 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


Most common interactions involve multiple touchpoints including online & mobile channel +

physical experiences

Source: Fitch.com


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

Service Design is all about making the service you deliver useful, usable, efficient and desirable

UK Design Council

Most of definitions of Service Design and Interaction Design are interchangeable

Service Design is all about making the service you deliver useful, usable, efficient and desirable

UK Design Council

Interaction Design

tangible intangible>

E


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 & processes UI design

visual design

Industrial design

. . . Bill Moggridge

. . . Bill Moggridge

Defining Interaction Design is not necessary

Oh, no!x

interaction design

. . . Bill MoggridgeDan Saer


interaction design

. . . Bill MoggridgeDan Saer


Robert Fabricant - frog design

product design

tangible

interaction designUI design

visual design

Industrial design

. . .

intangible>

service design

design of systems & processes Z

product design

tangible


visual design

Industrial design

. . .

intangible>

service design


Experience design is the design of anything

UX Week 2009

independent of medium, or across media ()

With human engagement as an explicit goal.

- Jesse James Garrett

https://vimeo.com/6952223

product design


visual design

Industrial design

. . .

service design


USER EXPERIENCE

A

Concept Mapping

Concept Mapping

whats important is the relationship between the two actors

Customer JourneyThere are many

variants of this tool. Learn the basics and then adapt to each

case and clienta

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


IPOD


PLAY BUY

Customer Journey

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

Marc Stickdorn: Service Design Thinking

Customer Journey

10 m

Cloud Interactionsvdesigning

SOFTWARE

Lets put together all the pieces of the interaction puzzle

SOFTWARE HARDWARE

PHYSICAL SPACESSOFTWARE HARDWARE

SOFTWARE

PHYSICAL SPACESHARDWARE

User Profile

SOFTWARE


User Profile Rewards

RecommendationsFavoritesPreferences

User Profile

Favorites Amazon fire TV arrives home pre-loaded With users movies, music and Watchlist

v

Pablo heads off to

Recommendations

User Profile

User Profile

Google NoW anticipates his needs With an info

card informing him about his trip

Recommendations

Hong Kong

RecommendationsUser Profile

RewardsUser Profile

xbox SmartGlass is by far the best second-screen app available in all app stores !

See which friends are online and what theyre playing. See whos on top in the leaderboard. Send and receive messages to brag about your score or challenge a friend.

RewardsUser Profile

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

RewardsUser Profile

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 . . .

B

PreferencesUser Profile

. . . the reWards are automatically applied to every in-store purchase . . .


. . . and to every online purchase.


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 B

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)

API s

N


API sLoyalty cards in the cloud The Wallet Objects API allows Google Wallet users to access loyalty programs from any device with access to the cloud. Specically, 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.CO

M/WALLET/OBJECTS/


API sLoyalty cards in the cloud The Wallet Objects API allows Google Wallet users to access loyalty programs from any device with access to the cloud. Specically, 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.


M/WALLET/OBJECTS/

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


M/WALLET/OBJECTS/

APIs are the most eective 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.

9B

Google APIs

Google API Explorer

https://developers.google.com/apis-explorer/#p/

z

z

z

Theres Good News for Designers APIs give designers a much richer toolbox than theyve 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 isnt that dierent from any other user interface project, except the users are fellow developers and designers. Were 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 eectively. It wont be too long before our own organizations need to ask what could we build as an API for our own stu? 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 E

XCERPT

SOFTWARE


User Profile

Payments ServerAuth Server

Game Server

Share SyncBackup Collaborate

one user one-to-many one user across multiple devices

many-to-manyacross multiple devices

unidirectional unidirectionalacross multiple devices

bidirectional across multiple devices bidirectional

x multiple users x devices

peace of mind socialization device shifting collaboration

users

interaction

unique perceived

benefit

theres 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 expectationsB

WThe 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

tdesigning

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

Bluetooth

Beacons

Sweet Home LAN

HP web-connected ecosystem

HP Photosmart Premium with TouchSmart Web12

HP instant ink

HP instant ink

14+15

WD My Cloud

http://www.wdmyclouddemo.com/

DLNA

16

Philips Hue Lux

18

Belkin WeMoD-Links new Wi-Fi Smart Plug (DSP-W215) now lets you monitor and control your homes electronic devices from anywhere using Dlinks free app for iOS and Android smartphones or tablets. The device oers a convenient way to automate home and control devices from the users smartphones and tablets. The Wi-Fi Smart Plug comes with a built-in thermal sensor that will automatically shut o 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.

Apple HomeKit

19

User Friendly2014

Thanks for your

attention@pabsanch

ecosystem design

Design

mobile users

mobile onlysmartphones

mobile phones

majority of mobile media

digital content

monthly time americans

statistamobile internet

total screen time