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.

The emergence of digital technology, social media and ubiquitous computing in the 21stcentury changed customer behavior and created new possibilities, but also challenges, forcompanies offering their services. The new customer generation is more tech-savvy thanever before, and therefore places higher demands on companies to have well-designed experienceswith services that can be consumed through various channels. This study investigatesthese service environments to see if they are actively shaped to cross-channel ecosystemsby the companies or if the companies react to the demands of their customers. Furthermore,the goal of this thesis is to find out how the current theory of cross-channel userexperience can assist in formulating design strategies for service ecosystems. To determinethis, the authors conducted a theoretical analysis of the current IS literature and created,based on that, a cross-channel user experience design framework. Within a case study of aSwedish transportation company, company and user interviews, direct observations of theavailable service artifacts, analysis of documentation, and the design of the user journeyswere executed to assess the as-is ecosystem. On the basis of these results, it was proventhat cross-channel ecosystems are shaped based on user demands. The created frameworkwas applied to formulate a language of critique of the cross-channel user experience designof the underlying case study, and the framework was proven to be applicative to practiceafter adjusting it to its final version.