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It’s time to start thinking strategically about designing user experiences for interconnected ecosystems like health care, argues frog’s Fabio Sergio.

“Within [massive inter-connected service ecosystems such as education, finance, or health care] the aim to shape an “experience” out of a jumble of disconnected products and platforms provided by different and sometimes competing brands and organizations can feel like an insurmountable, complex challenge.

This level of opportunity is great for consumers, who get to choose their own preferred route to satisfy a need or desire, but it poses novel challenges for experience design. Designers must now think about how to conceive and design such complex sequences of loosely choreographed interactions so that the overall experience can still generate a coherent set of impressions, ultimately cementing in people’s recollections and reflections the desired perception of a brand’s values.”