mapping cross-channel ecosystems
TRANSCRIPT
![Page 1: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/1.jpg)
Andreas @Resmini
Mapping Cross-channel Ecosystems
Interact London 2016
![Page 2: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/2.jpg)
The Graduate, 1967
![Page 3: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/3.jpg)
The Graduate, 1967
"Plastics."
"Exactly how do you mean?" asked Ben.
"There's a great future in plastics. Think about it"
![Page 4: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/4.jpg)
Mass protest, Hong Kong -- http://chinaworker.info/en/2014/10/06/8307/
![Page 5: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/5.jpg)
“Like air and water, being digital will be
noticed by its absence, not its presence.”
Nicholas Negroponte
V. Kandinsky, Composition VII, 1913
![Page 6: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/6.jpg)
London from above, A. D Powell
![Page 7: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/7.jpg)
digitization has blurred the distinction
between products and services
![Page 8: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/8.jpg)
![Page 9: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/9.jpg)
digitization has blurred the distinction
between digital and physical
![Page 10: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/10.jpg)
Johann Sebastian Joust
![Page 11: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/11.jpg)
digitization has blurred the distinction
between producers and consumers
![Page 12: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/12.jpg)
![Page 13: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/13.jpg)
![Page 14: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/14.jpg)
BUT BRUCE ...SHUT UP!
![Page 15: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/15.jpg)
people create emergent choreographies
![Page 16: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/16.jpg)
“I went through my spreadsheet, collected all the
receipts and invoices, logged in, checked what was
there, added expenses, and filed my taxes”
![Page 17: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/17.jpg)
experiences are unbounded
![Page 18: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/18.jpg)
a perfectly bounded artifact is an
increasingly difficult proposition
![Page 19: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/19.jpg)
crossmedia and
transmedia
![Page 20: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/20.jpg)
![Page 21: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/21.jpg)
![Page 22: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/22.jpg)
BB-8 - The Verge
![Page 23: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/23.jpg)
descriptive not generative
![Page 24: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/24.jpg)
multichannel
![Page 25: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/25.jpg)
![Page 26: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/26.jpg)
reductionist not systemic
![Page 27: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/27.jpg)
“I do not believe in things.
I believe only in their relationships.”
Georges Braque
G. Braque, Fruit dish, 1908-09
![Page 28: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/28.jpg)
R. Armson, Growing Wings on the Way
![Page 29: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/29.jpg)
tactical to strategic
![Page 30: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/30.jpg)
![Page 31: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/31.jpg)
BYU EDU (news.byu.edu)
![Page 32: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/32.jpg)
![Page 33: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/33.jpg)
OUIJIA BOARD, SCRIPTINGNEWS (http://www.flickr.com/photos/scriptingnews/3418293087/)
![Page 34: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/34.jpg)
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.
![Page 35: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/35.jpg)
cross-channel ecosystems are semantic
constructs that straddle physical and
digital space, locations, people, devices
![Page 36: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/36.jpg)
ecosystems are places
![Page 37: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/37.jpg)
support complex emergent behavior
![Page 38: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/38.jpg)
P. Merholz, Double diamond, (UK Design Council)
![Page 39: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/39.jpg)
P. Merholz, Double diamond, (UK Design Council)
![Page 40: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/40.jpg)
what before how
![Page 41: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/41.jpg)
organizational pain(pragmatical starting point)
![Page 42: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/42.jpg)
people’s experience(conceptual starting point)
![Page 43: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/43.jpg)
The Office of the Future, 2015
![Page 44: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/44.jpg)
“How do we make the workplace better?”
![Page 45: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/45.jpg)
“What is the workplace for you?”
![Page 46: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/46.jpg)
ecosystems are built using a limited
number of primary elements
![Page 47: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/47.jpg)
actors, agents within the ecosystem
youtube.com
![Page 48: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/48.jpg)
all sorts of agents
![Page 49: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/49.jpg)
actors pursue a future desired state
alphasys.com.au
![Page 50: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/50.jpg)
tasks, any activity these agents perform
![Page 51: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/51.jpg)
touchpoints, individual points
of interaction in a channel
![Page 52: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/52.jpg)
seams, thresholds between touchpoints
and across channels
![Page 53: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/53.jpg)
channels, pervasive ecosystem-level
information layers
![Page 54: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/54.jpg)
and their relationships
![Page 55: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/55.jpg)
channels are design artifacts
![Page 56: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/56.jpg)
pipes, containers, or fuzzy categories
![Page 57: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/57.jpg)
channel
touchpoint
![Page 58: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/58.jpg)
channel
![Page 59: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/59.jpg)
channels
![Page 60: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/60.jpg)
they might reflect the formal sectioning of
an enterprise architecture model, result
from content analysis, or emerge from the
project’s own goals
![Page 61: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/61.jpg)
![Page 62: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/62.jpg)
![Page 63: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/63.jpg)
goals
![Page 64: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/64.jpg)
![Page 65: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/65.jpg)
![Page 66: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/66.jpg)
![Page 67: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/67.jpg)
individual experiences
![Page 68: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/68.jpg)
![Page 69: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/69.jpg)
linear paths
![Page 70: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/70.jpg)
![Page 71: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/71.jpg)
![Page 72: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/72.jpg)
ecosystems are anything but linear
![Page 73: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/73.jpg)
draft ecosystem
![Page 74: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/74.jpg)
actors tasks touchpoints seams
![Page 75: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/75.jpg)
![Page 76: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/76.jpg)
![Page 77: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/77.jpg)
![Page 78: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/78.jpg)
compound ecosystem
![Page 79: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/79.jpg)
![Page 80: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/80.jpg)
EuroIA 2016 Amsterdam
![Page 81: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/81.jpg)
channels
![Page 82: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/82.jpg)
![Page 83: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/83.jpg)
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
![Page 84: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/84.jpg)
movie social transport food
3
![Page 85: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/85.jpg)
insights
![Page 86: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/86.jpg)
cross-channel ecosystem identify a
space of opportunity for intervention
![Page 87: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/87.jpg)
they do not identify an artifact that can
or should be fully designed and managed
![Page 88: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/88.jpg)
channels touchpoints and seams allow to
identify bottlenecks, stragglers,
non-integrated paths thru the ecosystem
![Page 89: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/89.jpg)
experiences should be seamless, but seams
should be at times visible or perceptible
![Page 90: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/90.jpg)
for example when moving from a
secure to an unsecure touchpoint
![Page 91: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/91.jpg)
strategic understanding of the ecosystem is
the basis of an open and pervasive IA
![Page 92: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/92.jpg)
making information flow more easily
augments the capability of the system and
increases its resilience and usefulness
![Page 93: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/93.jpg)
point-to-point insights can be folded into
specific business-as-usual UX interventions
![Page 94: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/94.jpg)
Thank you
Andreas @Resmini
![Page 95: Mapping Cross-channel Ecosystems](https://reader031.vdocuments.mx/reader031/viewer/2022020213/5877263c1a28ab2b2c8b4c6b/html5/thumbnails/95.jpg)
WHA?
(YEP)