Mapping service ecosystems


Want to take your stakeholder workshop facilitation skills to the next level? Learn the basics of service ecosystem mapping and how it applies to identifying and solving system-level problems. While the increased popularity of service blueprints and customer journey maps is an encouraging sign for the proliferation of service design into the mainstream experience design toolbox, the fact remains that by themselves, they arent always ideal methods when dealing with senior business stakeholders in the context of overall business discovery and strategy. The theory behind systems thinking and an approach to visualize the service ecosystem at a high level should be part of the toolkit of every design strategist.

Learning the basics of facilitating ecosystem mapping exercises goes a long way towards being able to identify the role and influence a company has in its ecosystem, and pinpoint which key parts of that ecosystem should be given strategic priority (and consequently be journey mapped/blueprinted in detail if those journeys are deemed critical). Understanding an organizations ecosystem is not (just) about visualizing and diagramming it. Being able to identify and apply the right lenses to craft a visual representation that tells a compelling story can become a key sense-making tool in your strategic arsenal.

A la maison NOTMAN
51 Rue Sherbrooke Ouest, Montréal, QC H2X 1X2

Vendredi 28 février 2020
🎉 ouverture de la billetterie le mardi 28 janvier 2020


  • billet earlybird (10 places): $360 par personne
  • billet régulier: $420 par personne

What topics will be covered?

  • Core concepts of systems thinking and how it differs from our traditional ways of representing and understanding complexity.
  • Framing, boundary setting, and its importance in identifying the scope of an ecosystem.
  • The most common types of ecosystems and a methodology for ecosystems mapping.

Throughout the workshop, a combination of presentation, discussion, and individual and group hands on work will be used to tackle an ecosystem of your choice.

Participants will work in groups (4-6 per table) towards conceptualizing a service ecosystem map.

Workshop outline (full-day)

The following is a high level outline of the workshop contents. The instructor reserves the right to modify the order of the topics based on audience needs.

PART I: Theory

  • A cautionary tale
  • Systems and systems thinking
  • Systems thinking and design ethics
  • What is an ecosystem?
  • UX-related ecosystem types
    • Platform ecosystems
    • Device ecosystems
    • Content ecosystems
    • Service ecosystems
  • Other information submitted by you or your organizational representatives via various methods

PART II: Practice

  • Mapping UX ecosystems
  • Identifying primary and secondary ecosystem actors
  • Drawing rich pictures of the ecosystem
  • Grouping primary service clusters
  • Expanding and diagraming the ecosystem
  • Identifying and applying ecosystem lenses

PART III: Conclusions

  • How it all ties together
  • Further reading
  • Wrap up / Q&A

Who is the ideal audience for the workshop?

The material is best suited for intermediate to senior researchers & designers, product managers, and business leadership looking to add new techniques derived from systems thinking to their method toolbox. The workshop assumes some prior exposure to visual design thinking and a basic understanding of classic service design methods, though neither of those is a prerequisite.

Companies previously in attendance

Designers and leaders from the following companies have attended either the full-day, half-day or the in-house version of this workshop.

McKinsey & Co.
Booz Allen
Capital One
Quicken Loans
Pivotal Labs
Itau Unibanco
ANZ Banking Group
American Airlines
Cambia Health

Thompson Reuters
State Farm
Bottle Rocket
Concrete UX
APG Financial Services
NSW Gov’t
Singapore Gov’t
SEI Systems
Flight Centre
IBM Design
Fidelity Investments
Home Depot
Slalom Consulting
Mission Capital
Maya BCG
Poste intaliane
Macquarie Group
Miami Dade County
University of Sydney
and many many more…

Présenté par

Cornelius Rachieru

Cornelius Rachieru

Founder and Managing Partner of Canadian UX consultancy Ampli2de Inc.

Cornelius Rachieru is the Founder and Managing Partner of Canadian UX consultancy Ampli2de Inc., where he explores his fascination with the politics of design while leading enterprise-scale experience and service design projects. Over the past 15 years, he has managed a number of large UX teams as UX practice leader at Deloitte Canada and Shaw Communications, He has consulted in a wide range of industries, from technology to financial services, healthcare, enterprise risk management, autonomous transportation and law.

Cornelius is also the Founder, Co-chair and Creative Director of the popular CanUX conference, Canada’s largest and longest running annual UX event. A self proclaimed night owl (he is originally from Transylvania), he loves red eye flights and is a nomad at heart.


Tout le monde UX aimerait remercier ses partenaires qui rendent nos événements possibles: Valtech Canada, Havas Montréal, ErgoWeb, UX Recherche, READi Design Lab, Tink, Kryzalid, StratWeb Inc, Kaliop, Nventive et Perrin Vin.

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