2014 Schedule
Interactive: March 7–11  •  Film: March 7–15  •  Music: March 11–16

Expansion Through Ecosystems

#sxsw #EcoExpands


ATTENTION: You must signup in advance to attend this workshop. You will need to have a valid SXSW badge, and an activated SXsocial account. To reserve your seat, please go here: https://sup.sxsw.com/schedule/IAP24279

Ecosystems are critical when exploring new market opportunities, or seeking to expand or diversify an existing market. Value in an ecosystem is created not only by driving adoption for your products and services, but by driving demand and “coopetition” from the entire ecosystem. When parties in an ecosystem collaborate to expand the entire pie rather than just their slice, growth occurs faster and everyone benefits as a result. Ecosystem strategy helps you determine the options available to your business to make this growth happen.

In the future, the ecosystems that you participate in become your business.
Few companies will successfully operate in isolation. If you don’t actively identify and plan for opportunities to shape that ecosystem, often in collaboration with others, you may fall behind.

This collaborative 4-hour workshop will simulate the ever-changing nature of ecosystems as you work with others to stay viable in the marketplace.

Key takeaways:
How do you start envisioning potential strategies within the ecosystems that you participate in?
Why is it important to consider dynamic ecosystems as a lever for your company’s growth?

45 minutes: Introduction
15 minutes: Break/Assemble into groups
30 minutes: Ecosystem Mapping
15 minute: Break
60 minutes: Market Innovation
15 minutes: Break
30 minutes: Refinement & Lessons Learned
30 minutes: Share-out Results

- None.

What to Bring:
- Pen and markers.



David Sherwin

Sr Interaction Designer


David Sherwin is an interaction designer and creative director with a depth of expertise in developing compelling solutions for challenging business problems. He works as an Interaction Design Director at frog, a global innovation firm, where he helps to guide the research, strategy and design of novel products and services for some of today's leading companies and nonprofit organizations. His books include Creative Workshop: 80 Challenges to Sharpen Your Design Skills and Success by Design: The Essential Business Reference for Designers (both from HOW Books).

David is also a senior lecturer in the BFA in Interaction Design program at California College of the Arts. He has spoken and conducted workshops at events such as SxSW, Interaction, UX Week, UX London, HOW Design Live, as well as at several design schools around the world. His writing has appeared in Smashing Magazine, TheAtlantic.com/Life, A List Apart, PSFK.com, HOW and many other periodicals.

He lives in the San Francisco Bay Area with his wife, the poet and writer Mary Paynter Sherwin. In his free time, he maintains the blog ChangeOrder at changeorderblog.com.


Diego Depetris

Sr Strategist


As a Senior Strategist at frog, Diego focuses on performing market and consumer research to identify business opportunities that inform design and developing business models and strategies to deliver new products and services to market. He has worked with multidisciplinary teams consisting of designers, researchers, strategists, and technologists on a range of projects. In his time at frog he he has worked on several projects that have included performing quantitative research for an audio equipment company wanting to develop a line of headphones and personal audio devices, developing the strategy and vision for the future of connected toys and games for a major consumer products company, envisioning the future of the in-car digital experience, and developing a consumer offering for a genome sequencing company.

Prior to joining frog, Diego worked in market research and product strategy consulting. He has a Bachelor's degree in History from Harvard University.


Patrick Kalaher

AVP & Chief Architect



Steve Selzer

Assoc Creative Dir


Steve is an Associate Creative Director at frog in San Francisco. He works with individuals and organizations to imagine and create new products, services, strategies, and social value.

Steve’s areas of expertise include design research, interaction design and user experience across mobile, tablet, desktop, web, and service environments. Steve has led engagements with a broad range of clients, including Verizon, Chase, Disney, LG, Westfield, GE Healthcare, and GlaxoSmithKline.

Steve has a Master’s degree in Human-Computer Interaction from Carnegie Mellon University and a Bachelors degree in Electrical Engineering from University of California, San Diego.

Steve has recently spoken at the Mayo Clinic Transform Symposium, TEDxAlvaPark, Berkeley Haas Business School, and California College of Arts.

Thanks to our sponsors

Miller Lite Monster Energy Esurance Chevrolet AT&T IFC Subway Austin Chronicle

Music sponsor

Sonic Bids

Interactive sponsors

Deloitte American Express Pennzoil