Mapping cross-channel ecosystems : A case study based on a company in the field of UX.

Sammanfattning: Every product or service is part of an ecosystem. The analysis of ecosystems enables organizations to understand the use and potential of a product or service. The information that flows through ecosystems is not always tangible. However, it can be categorized and accessed through different gateways. In this thesis, the authors present an overview of current service design tools and compare them to a cross-channel ecosystem’s approach. The ubiquitous nature of technology permits users to interact and perform activities uninterrupted within physical and digital space. Therefore, the inclusion of external stakeholders within an ecosystem enables a richer analysis of a product or service design. Two major factors that are taken into consideration: 1. Touchpoints within the ecosystem. 2. The information channels that can be accessed through touchpoints. This thesis involves an exploratory case study that aims at mapping cross-channel experiences and ecosystems thereafter in relation to a publishing firm located in New York. Along the conceptualization process, the authors faced difficulties understanding appropriate methods of labelling and choosing of elements that assist in the construction of an ecosystem. However, the initial drawing of the firm’s ecosystem clearly differs from the results attained from the interviews outcomes on the one hand. On the other hand, the final diagram of overlapped information channels placed over a fraction of the ecosystem, provides a tangible understanding towards the presence of touchpoints in one or more information channels. By displaying such cross-channel ecosystems, organizations can increase or re-structure their activities according to their strategy. The study gives a very concrete proposition of how the ecosystems can be mapped. Further studies and guidelines to increase an ecosystems parameters and precision of execution is still to be developed and researched.