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6 Ways Ecosystems Have Changed Our Roles and the Way We Work

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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.

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6 Ways Ecosystems Have Changed Our Roles and the Way We Work

  1. 6 WAYS ECOSYSTEMSHAVE CHANGEDOur Roles andthe Way We Work Cindy Chastain MIMA Summit 2012MIMA Summit/ October 2012 @cchastain1
  2. IN THE BEGINNINGCOMPANIES HAD websitesMIMA Summit/ October 2012 2
  3. THEN THEY HADCONNECTED PRODUCTS & SERVICES iTunes iPodMIMA Summit/ October 2012 3
  4. THEN THEY HADCONNECTED PRODUCTS & PLATFORMSMIMA Summit/ October 2012 4
  5. NOW THEY HAVEECOSYSTEMS eventMIMA Summit/ October 2012 5
  6. DEFINITION OF ANECOSYSTEMA business strategy that seeks to leveragedigital technology to create dynamic,interconnected touch points and productextensions that provide additional value tocustomers, deepen their connection with abrand, and, ultimately, feed business growth.MIMA Summit/ October 2012 6
  7. MIMA Summit/ October 2012 7
  8. MIMA Summit/ October 2012 8
  9. MIMA Summit/ October 2012 9
  10. DEFINITION OFFUNCTIONAL INTEGRATIONThe art and science of orchestratingproducts, services and the underlyingbusiness systems to create holistic customerexperiences that are both valuable,desirable.MIMA Summit/ October 2012 10
  11. The model of the ecosystem is aboutbusiness strategy.MIMA Summit/ October 2012 11
  12. The design of the ecosystem is abouthow it all fits together.MIMA Summit/ October 2012 12
  13. So, what’s changed?MIMA Summit/ October 2012 13
  14. 01/customer journeys nowdrive strategy Both a role and work shift.MIMA Summit/ October 2012 14
  15. A tool used for user experience design isnow an important input to strategy. MIMA Summit/ October 2012 15
  16. THE PHASES consider evaluate purchase use/enjoy advocateMIMA Summit/ October 2012 16
  17. THE CHANNELS/CONTEXTS consider evaluate purchase use/enjoy advocateTVwebMIMA Summit/ October 2012 17
  18. THE JOURNEY (across the ecosystem) consider evaluate purchase use/enjoy advocateTVwebMIMA Summit/ October 2012 18
  19. THE OPPORTUNITY SPACES consider evaluate purchase use/enjoy advocateTVwebMIMA Summit/ October 2012 19
  20. KEYPOINTSPersonas are not enough to supportcustomer-centered strategy anddesign.Customer-centricity requires UXleadership at the table with businessleads.MIMA Summit/ October 2012 20
  21. 02/marketing moves frompersuasion to “value” Work shift.MIMA Summit/ October 2012 21
  22. In the context of an ecosystem,marketing has a whole new meaning.MIMA Summit/ October 2012 22
  23. Online photography Photo classes sharing Inherently This product Photo blog awesome product exhibit will make you feel artistic and creative. Customer serviceMIMA Summit/ October 2012 = value! 23
  24. right “thing”, right context consider evaluate purchase use/enjoy advocate TV Spot SocialTV breaking sharing assumptions Toolweb for comparison Onboarding mobile app Social chatMIMA Summit/ October 2012 24
  25. KEYPOINTSUX and marketing must cohabitateand collaborate.Mono-messages are no longer usefulor relevant in context of an ecosystem.MIMA Summit/ October 2012 25
  26. 03/complexity demandscontinuous discovery Work shift.MIMA Summit/ October 2012 26
  27. Iteration and constant learning are thefoods that feed the ecosystem.MIMA Summit/ October 2012 27
  28. DESIGN PROCESS DISCOVER & PLAN DESIGN & BUILD & ITERATE MEASURE & REFINE EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS Learning Learning Learning LearningMIMA Summit/ October 2012 28
  29. DESIGN PROCESS DISCOVER & PLAN DESIGN & BUILD & ITERATE MEASURE & REFINE EXPERIENCE STRATEGY DESIGN TECHNOLOGY ANALYTICS What is it? How does How do we How is it it work? build it? performing?MIMA Summit/ October 2012 29
  30. THE DESIGN CYCLEMIMA Summit/ October 2012 30
  31. MUTIPLE DESIGN SPRINTS Sprint 1 Sprint 2 Sprint 3 Sprint 4 New learning New learning New learning New learningMIMA Summit/ October 2012 31
  32. THE AGILE DEVELOPMENT CYCLEMIMA Summit/ October 2012 32
  33. OVERLAPPING DESIGN & DEV SPRINTS Sprint 1 Sprint 2 Sprint 3 Sprint 4UXDev MIMA Summit/ October 2012 33
  34. KEYPOINTSWe need to shift our mental model ofprocess from linear to iterative.We need to learn to be flexible andadapt to new inputs along the way. MIMA Summit/ October 2012 34
  35. 04/more collaboration =adaptive team structures Both a role and work shift.MIMA Summit/ October 2012 35
  36. Ecosystems are pushing us to reinventthe way we work together, literally.MIMA Summit/ October 2012 36
  37. THE OLD WORLD:SINGLE PROJECT MODEL Client/ Agency/ Business lead Project lead Team TeamMIMA Summit/ October 2012 37
  38. THE NEW WORLD:MULTIPLE PROJECTS Client/ Agency/ Business lead Project lead Team Team Team Team Team TeamMIMA Summit/ October 2012 38
  39. THE NEW WORLD:MUTIPLE CONNECTIONS Client/ Agency/ Business lead Project lead Team Team Team Team Team TeamMIMA Summit/ October 2012 39
  40. THE IDEAL: ONE INTEGRATED TEAM Client/ Agency/ Business lead Project lead Team Team Team Team TeamMIMA Summit/ October 2012 40
  41. THE IDEAL: ONE INTEGRATED ANDCROSS-POLLINATED TEAM Client/ Agency/ Business lead Project lead Team Team Team Team TeamMIMA Summit/ October 2012 41
  42. KEYPOINTSWe need to pull in folks from outsideour domain.UX needs to lead collaboration andevolve the processes of XF teams.MIMA Summit/ October 2012 42
  43. 05/data and algorithms rule Work shift.MIMA Summit/ October 2012 43
  44. The soul of an ecosystem is about thethings that enable connected andpersonalized experiences. MIMA Summit/ October 2012 44
  45. MIMA Summit/ October 2012 45
  46. What should personalization personalization we display? engine engine What content CMS CMS do we need? What customer data profiles customer data profiles correlations can we make? interacts with an What’s interface tracking engine tracking engine working?MIMA Summit/ October 2012 46
  47. What should we display? What content do we need? What’s the desired experience? What correlations can we make? What’s YOU working?MIMA Summit/ October 2012 47
  48. AT SOME POINT, EVERYBODY NEEDS TOBE IN THE SAME ROOM TALKING ABOUTTHE SAME EXPERIENCEMIMA Summit/ October 2012 48
  49. KEYPOINTSDesigning for experiences within anecosystem requires a deepunderstanding of data.Data are the new pixels - they are thecell units of ecosystem design.Algorithms are the new rules of styleand composition. MIMA Summit/ October 2012 49
  50. 06/aligning on vision iscritical…and hard Both a role and work shift.MIMA Summit/ October 2012 50
  51. Not having a common vision to supportthe ecosystem is like having aconfederation of states in a country withno constitution. MIMA Summit/ October 2012 51
  52. MIMA Summit/ October 2012 52
  53. A place to sit and relax and be productive…MIMA Summit/ October 2012 53
  54. Before coming up with a solution, weneed to align on the value we intend todeliver to our customers.MIMA Summit/ October 2012 54
  55. THE VISION Building trust and helping the value we intend to create people work smarter. THE PILLARS the strategies that will get us there THE PRINCIPLES the aesthetic and behavioral qualities of the experienceMIMA Summit/ October 2012 55
  56. SAMPLEEXPERIENCE PILLARSGUIDANCE EFFICIENC PARTNERSH INSPIRATI RELEVANCProvide the informationand education needed Y IP ON Eto make confident Help users create Facilitate collaboration Provide content Deliver a personalizeddecisions. tasks quickly and and communication that helps customers experience that seamlessly. understand and supports unique that improves our relationship advocate for the brand. user needs. with the customer.MIMA Summit/ October 2012 56
  57. SAMPLEDESIGN PRINCIPLESSimple and intuitiveGuided and directiveIntegrated and interconnectedScalable and fastEasy to administer and maintainMIMA Summit/ October 2012 57
  58. KEYPOINTSVision, strategy and execution arereferences for all disciplines.UX leaders are in the best position tofacilitate the vision for online/offlineintersections with key stakeholders.MIMA Summit/ October 2012 58
  59. RECAPOf the changes…MIMA Summit/ October 2012 59
  60. THE WAYWE WORK From To Personas Customer Journeys Message Service Linear Iterative Siloed Integrated (and cross-pollinated)MIMA Summit/ October 2012 60
  61. OURROLES From To Design leads Strategic partners Team members Collaboration facilitators Digital-focused Digital + real-worldMIMA Summit/ October 2012 61
  62. THE BIG OUTCOME:UX BECOMES A PILLAR FORBUSINESSMIMA Summit/ October 2012 62
  63. Thanks! Cindy Chastain @cchastain chastaincm@gmail.comMIMA Summit/ October 2012 63

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