#DigitalEcoSystem - Designing digital strategies based on ecosystem thinking
1. Designing UX strategies based on
ecosystem thinking
!
Sofia Hussain
sofia.hussain@finn.no
@uxsophia
Creative "Commons "Scout Key:Mangrove Ecosystem, Florida" by Phil's 1stPix is licensed under CC BY 2.0
2.
3. Topics
!
What is an ecosystem?
What does ecosystem thinking mean?
Why should we think about ecosystems?
How can we draw ecosystem maps?
4. Misconceptions
!
Ecosystem thinking is about designing for multiple devices
Only larger companies need to think about designing ecosystems
Ecosystem thinking is very complicated
5. Ecosystem
Users
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
6. Ecosystem thinking
The inquiry method used to analyze and
understand existing ecosystems
!
Approach for designing new ecosystems
!
!
8. “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
9. “To be the no. 1 sports-and-fitness company in the world.”
Bill Bowerman
10. “To bring innovation and inspiration to every athlete in
the world… and if you have a body, you're an athlete.”
!
!
Bill Bowerman
15. To find a new home
Search home listings
Go to viewings
ƃ
Buy home
Lj
Sign contract with
power and water
supplier
Decorate,
Repair / alter
Sell old
home
!
Move
16. Search home listings
Go to viewings
ƃ
Buy home
Lj
Sign contract with
power and water
supplier
Decorate,
Repair / alter
Sell old
home
!
Move
To find a new home
17. Focus on the greater goal of the users,
not the goal of your service or product
18. What is the user’s real goal?
To find a new apartment or house?
To move?
To get settled in a new home?
19. How should we prioritize?
Search home listings
Go to viewings
ƃ
Buy home
Lj
Sign contract with
power and water
supplier
Decorate,
Repair / alter
Sell old
home
!
Move
24. ORGANIZING AN EVENT
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
AppInternet
ACTORS
administrator group
members
nongroup
members
ACTIVITIES INS
IDETHEECOSYSTEM
OUTSIDE
A
CTIVITIES
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.
EVEN
T
1 DAY - 1 WEEK A.E.
DOWNLOAD
AND 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
26. S
IDETHEECOSYSTEM
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
1 MO
WEEK B.E.
EVEN
T
WEEK A.E.
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
INVITE
MORE PEOPLE
27. INS
IDETHEECOSYSTEM
ASK QUESTI
EXPLAIN DEL
CANCELLATI
DIVIDE TAS
REMIND,
ANSWER
QUESTIONS,
COORDINATE
TASKS
CREATE
AND SUBMIT
CREATE
GROUPS
MANAGE
DELETE
OR ARCHIVE RESPOND
REMIND
INVITE
DATE
LOCATION
ADMINISTRATOR
GROUP
TIME RANGE
MESSAGE
1 MONT
MONTHS - 1 WEEK B.E.
EVEN
T
1 DAY - 1 WEEK A.E.
SHARE
PICTURES
DISCUSS EVENT,
SEND THANK
YOU NOTES
INVITE
MORE PEOPLE
28. ORGANIZING AN EVENT
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
AppInternet
ACTORS
administrator group
members
nongroup
members
ACTIVITIES INS
IDETHEECOSYSTEM
OUTSIDE
A
CTIVITIES
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.
EVEN
T
1 DAY - 1 WEEK A.E.
DOWNLOAD
AND 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
30. ORGANIZING AN EVENT
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
AppInternet
ACTORS
administrator group
members
nongroup
members
ACTIVITIES INS
IDETHEECOSYSTEM
OUTSIDE
A
CTIVITIES
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.
EVEN
T
1 DAY - 1 WEEK A.E.
DOWNLOAD
AND 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
38. ORGANIZING AN EVENT
CHANNELS
facebook e-mail sms in person phone
PLATTFORMS
AppInternet
ACTORS
administrator group
members
nongroup
members
ACTIVITIES INS
IDETHEECOSYSTEM
OUTSIDE
A
CTIVITIES
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.
EVEN
T
1 DAY - 1 WEEK A.E.
DOWNLOAD
AND 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
42. Make room for
dreams
OPPSTART
PROSJEKTID I CRISISTIN
LAGRE OG
HENTE FORSKNINGSDATA
FINNE SAMARBEIDS-
PARTNERE HENTE DATA
LASTE OPP FULLTESKT
PROSJEKTGJENNOMFØRING
BYGGE UT NETTVERKVELGE PUBLISERINGSKANALER
GOOGLE SCHOLAR
PUBMED
WEB OF KNOWLEDGE / SCIENCE
BIBSYS
NVI
IMPACT FACTOR
FORSKNINGSAKTIVITETER (DATAINNSAMLING,
EKSPERIMENTER, ANALYSER OSV.)
SØKE PATENT
PATENTSTYRET
ALTINN
VIDEREFORMIDLE / PUBLISERE
RESULTATER
JOURNALER
KONFERANSER
UFORMELLE SAMLINGER
MEDIA
LASTE OPP FULLTESKT
REGISTRERE FORSKNINGSAKTIVITET
SIkke tilstrekkelig
oversikt over hvem
som gjør hva
!
INN
ØKO
FO
REGION
REGIO
NOR
!
Må skrive inn
samme flere
!
Publiseringspoeng
brukes til å bedømme
individuelle forskere
Vanskelig å se hva
som ligger inne til
godkjenning
!
Mangler systemer
for sikker lagring
av og tilgang på
forskningsdata
!
Vanskelig å
navigere i Cristin
!
INNRAPPORTERING
AV RESULTATER
UNDERVEIS
FØRE OPP PUBLIKASJONER
S
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.
Må velge usannsynlige ting
for å finne frem.
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.
43. Ecosystem thinking
Designing 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
44. “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