6 ways ecosystems have changed our roles and the way we work
DESCRIPTION
In a mobile, networked world, we participate as much as we consume. We expect experiences “built for me”, accessible from any place and every device. As consumers, we conflate product, service, advertising and information into a single brand experience subject to harsh scrutiny. Smart companies can no longer just “sell product” — they must build ecosystems of genuine value, comprised of dynamic, interconnected touch points that stoke customer interests and support their needs. And in this dawning era, digital strategy becomes the product, marketing evolves past persuasion and into value, and technologists design complex webs of functionality. Everyone works differently. Drawing from experience developing strategies and designs for multi-channel ecosystems at R/GA, this presentation will explore six ways in which evolving customer expectations are changing our roles and the way we approach our work. From what we research to how we collaborate and design, her hope is that you’ll walk away from the presentation armed with some practical insight that will help your team prepare for the advent of these challenges.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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IN THE BEGINNINGCOMPANIES HAD
website
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THEN THEY HADCONNECTED PRODUCTS & SERVICES
iPodiTunes
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THEN THEY HADCONNECTED PRODUCTS & PLATFORMS
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NOW THEY HAVEECOSYSTEMS
event
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7
8
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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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The model of the ecosystem is about business strategy.
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The design of the ecosystem is about how it all fits together.
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So how is this shift changing the way we work?
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01/ customer journeys now drive strategyBoth a role and work shift.
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A tool used for user experience design is now an important input to strategy.
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consider evaluate purchase use/enjoy advocate
THE PHASES
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THE CHANNELS/CONTEXTSconsider evaluate purchase use/enjoy advocate
TV
web
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consider evaluate purchase use/enjoy advocate
TV
web
THE JOURNEY (across the ecosystem)
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consider evaluate purchase use/enjoy advocate
TV
web
THE OPPORTUNITY SPACES
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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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02/ marketing moves from persuasion to “value”Work shift.
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In the context of an ecosystem, marketing has a whole new meaning.
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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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03/ complexity demands continuous discoveryWork shift.
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Iteration and constant learning are the foods that feed the ecosystem.
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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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EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS
DESIGN PROCESS
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DESIGN PROCESS
DESIGN
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A DESIGN CYCLE
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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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NOW COMBINE THAT WITH AGILE DEV
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A VARIETY OF AGILE + UX
Sprint 1 Sprint 2 Sprint 3 Sprint 4
UX
Dev
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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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04/ more collaboration = adaptive team structuresBoth a role and work shift.
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Ecosystems are pushing us to reinvent the way we work together, literally.
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Client/Business lead
Agency/Project lead
Team BTeam A
THE OLD WORLD:SINGLE PROJECT MODEL
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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 TEAM
TeamTeam
Team
Team
Team
Agency/Project lead
Client/Business lead
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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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05/ data and algorithms ruleWork shift.
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The soul of an ecosystem is about the things that enable connected and personalized experiences.
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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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AT SOME POINT, EVERYBODY NEEDS TO BE IN THE SAME ROOM TALKING ABOUT THE SAME EXPERIENCE
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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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06/ aligning on vision is critical…and hardBoth a role and work shift.
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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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A place to sit and relax and be productive…
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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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bonus!!!!
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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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RECAPOf the changes…
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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
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THE OUTCOME: customer experience BECOMES A CORE BUSINESS COMPETENCY
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Thanks!Cindy Chastain@[email protected]