Flag

We stand with Ukraine and our team members from Ukraine. Here are ways you can help

Get exclusive access to thought-provoking articles, bonus podcast content, and cutting-edge whitepapers. Become a member of the UX Magazine community today!

Home ›› Business Value and ROI ›› 6 Key Questions to Guide International UX Research ›› The Ecosystem Behind the Product or Service

The Ecosystem Behind the Product or Service

by Andrii Glushko
5 min read
Share this post on
Tweet
Share
Post
Share
Email
Print

Save

Creating a healthy ecosystem for your product or service to exist in allows it to thrive and rewards customers at every touchpoint.

Let me start with a true story that showcases how missing any aspect or touchpoint in a service experience can hurt your relationship with a customer. A few months ago my internet provider informed me that they would be replacing all Wi-Fi routers with better, newer models free of charge.

The representative told me the great news, and informed me that all I should do is pick a date and time and the new router would be set-up in just minutes.

Then the new router arrived, aesthetically pleasing and with fresh branding. Everything was great—until I opened my door for installers. There was no “Hello” or “How are you?” and no voluntary contact on their part. It felt as though the installers thought they were doing me a favor. Neither personalization, nor positive human interaction was present.

Prior experiences with this company have been lacking in this way, and I found out that many other people reported similar experiences. The company managed to make a great product, provide a great service, and reach out with a great offer, but then completely botched the experience by missing the most important aspect of doing business: human interaction.

To make matters worse, contacting the customer support hotline to file my complaint didn’t yield a clear result. I was promised that my complaint would be processed. That’s it.

Missing touchpoints like these with customers is a fatal flaw, but is a mistake many make, and make often. When we create products and servies and put them out there for customers to engage with, we’ve created an ecosystem. When one aspect of that ecosystem is ignored or undernourished, the system as a whole cannot function to its full potential.

Welcome to the Ecosystem

Every product or service comes in to this world with an abundance of actors, like the relations they have and the conditions they interact within. This ecosystem is a self-sufficient set of elements which are intricately interconnected. These elements can exist by themselves, and yet simultaneously be part of a larger ecosystem, like a tree in the forest. However, our ecosystems are populated with people, which can easily result in chaotic or poorly organized systems plagued by unnecessary bureaucracy.

The basic ecosystem features we need to keep in mind are its core elements and the connections between them.

Glushko Ecosystem Behind the Product or Service image

When talking about ecosystems in nature, we can divide them into two major types: aquatic and terrestrial. In a similar way, in UX today we have three separate ecosystems: physical, digital, and emotional. When we design these ecosystems within a larger context it’s helpful to look at them as a three-tiered pyramid.

We have the emotional ecosystem as a base, then the physical one—where people interact with physical objects—and at the very top we have the digital level. Our emotional reaction to a product is the gateway to how we interact with all other aspects of a product.

Glushko Ecosystem Behind the Product or Service image

In the case I described above, the company had properly managed the physical and digital areas; however the emotional ecosystem was not controlled in a human-to-human environment. The product can function perfectly, it can appear beautiful, but if the basic human interaction is weak or negative, that is what the product association will be. Conversely, sub-standard products can be negated by having above-par customer service. Experiences in our emotional ecosystems shape our experiences in the physical and digital ecosystems.

Not long ago, there were strictly defined borders and links between physical and digital worlds and we could map journey stages through offline and online media, plan touch points and predict the flows users will go through. Now, predicting (guessing and planning) doesn’t seem to be enough. Everyday we get something new in terms of technology, like the Internet of Things, which has recently emerged and, as Gartner predicts, will continue to develop rapidly, enmeshing physical and digital experience. Due to these rapid changes, we will have to redefine and regroup activity areas at some point.

If the basic human interaction is weak or negative, that is what the product association will be

These innovations generate loads of data that are manageable but, again, more challenging to predict and analyze. Users are presented with new touchpoints that can’t be tracked right away as we may not even know about them yet. This means that structuring and organizing data and observing and analyzing it are better tactics. It’s a matter of being more agile and letting the service shape itself. It doesn’t mean losing control; it’s more like growing and pruning a bonsai tree.

[google_ad:WITHINARTICLE_1_234X60_ALL]

The Value Chain

The value chain is a process or a workflow in a service or product with sequential steps, and IN and OUT points. Ideally, each step in the value chain provides proper input to trigger the next one. In a service there’s also timing for each step, which creates another metric for measurement.

There should be a tracing information channel that can pass feedback from any step back to the starting point so it can be analyzed and the chain can be optimized. With a service it can be some point in the process, for software it can be feedback logic, and for hardware a sensor can serve as an example.

Glushko Ecosystem Behind the Product or Service image

The result of each chain should convey certain information to help measure the quality of the process. The quality is the way the result matches user’s expectations or as ISO 9000 describes it, “a degree to which a set of inherent characteristics fulfills requirement.” By analyzing data (like the complaint I lodged) and using a value chain, my Internet provider would be able to see that the customer service problems in the last step (installation) are greatly diminishing the value of their new product and service.

Lessons Learned

Understanding your ecosystem is a crucial part of service and product design as it provides tools for further development. Ecosystem research lays the ground for UX development and can be very fruitful in product development for gaining an overview, not only in terms of user needs, but at a higher level that takes into account the actors, processes, places, timing, and business goals that make the complete ecosystem. A good way to start is by gathering as much information as possible and creating an ecosystem map with the help of card sorting, which can develop into a realistic service journey map.

We must make sure flaws and new touch points are easily discovered by providing users with means to communicate and optimizing our processing methods. This includes being proactive and making use of emerging technologies to gather valuable data with processes, feedback logic, or sensors, which allow us to deal with challenges as the ecosystem is changing and new touchpoints emerge.

A product or service ecosystem requires careful attention and tuning at every touchpoint, but the dilingece pays off when your customers have a rewarding emotional experience.

Image of frog in terrarium courtesy Shutterstock

post authorAndrii Glushko

Andrii Glushko

Andrii Glushko is currently working as UX Designer at SoftServe, Inc., a leading global outsourced product and application development company. He has created high quality user interfaces to ensure optimal user experience for numerous desktop, tablet, and mobile applications by defining effective information architecture, conducting usability assessments, and heuristic evaluations, applying best practices/guidelines for different platforms. His experience includes a high percentage of healthcare projects.Andrii can be reached at [email protected].

Tweet
Share
Post
Share
Email
Print

Related Articles

Why do designers grumble at the mere mention of PowerPoint? Discover smart strategies that turn frustration into creative solutions.

Article by Jim Gulsen
Why Designers Hate PowerPoint (and How to Fix It)
  • The article examines why PowerPoint often frustrates designers, from its limited design capabilities to inefficient workflows, and explores opportunities to bridge those gaps.
  • It highlights strategies like building systematic design elements, creating templates, and augmenting slides with other design tools.
  • The piece underscores the importance of collaboration, simplicity, and proactive planning to elevate design and streamline workflows.
  • It highlights practical methods to help designers balance quality and speed for presentations that are both functional and visually engaging.
Share:Why Designers Hate PowerPoint (and How to Fix It)
4 min read

Struggling with PowerPoint’s design limitations? This step-by-step guide shows you how to build systematic design solutions, from mastering slide layouts to using sticker sheets for patterns. Learn to create polished, professional presentations with smart workarounds and helpful tips.

Article by Jim Gulsen
A Step-by-Step Guide to Creating a “Design System” in PowerPoint
  • The article gives a step-by-step guide to building systematic patterns in PowerPoint. It talks about the program’s limitations and gives essential tips like mastering slide layouts and customizing text settings.
  • It suggests using PowerPoint’s automated features carefully and advocating for manual workarounds to elevate quality.
  • The piece introduces creating sticker sheets for reusable design components and highlights strategies for successful workflows.
Share:A Step-by-Step Guide to Creating a “Design System” in PowerPoint
5 min read

Publishing in HCI and design research can feel overwhelming, especially for newcomers. This guide breaks down the process — from choosing the right venue to writing, submitting, and handling revisions. Whether you’re aiming for conferences or journals, learn key strategies to navigate academic publishing with confidence.

Article by Malak Sadek
A Guide to Publishing Human-Computer Interaction (HCI) and Design Research Papers
  • The article provides a guide to publishing in Human-Computer Interaction (HCI) and design research, sharing insights from the author’s PhD experience.
  • It explains the significance of publishing in academia and industry, offering an overview of peer-reviewed journals and conferences.
  • It breaks down the two main types of papers — review and empirical — detailing their structures and acceptance criteria.
  • The piece emphasizes strategic research planning, collaboration, and selecting the right venue for submission.
  • The piece also outlines practical steps for writing, revising, and handling rejections, encouraging persistence and learning from reviewer feedback to improve publication success.
Share:A Guide to Publishing Human-Computer Interaction (HCI) and Design Research Papers
8 min read

Join the UX Magazine community!

Stay informed with exclusive content on the intersection of UX, AI agents, and agentic automation—essential reading for future-focused professionals.

Hello!

You're officially a member of the UX Magazine Community.
We're excited to have you with us!

Thank you!

To begin viewing member content, please verify your email.

Tell us about you. Enroll in the course.

    This website uses cookies to ensure you get the best experience on our website. Check our privacy policy and