The draft version of a working paper me and Bertil Carlsson have written for the Relating Systems Thinking & Design 2013 conference in Oslo, October 2013. While information is becoming pervasive, and products and services are becoming parts of larger systems, many of which participating into emergent, complex information-based ecosystems where actors are co-producers and where relationships between elements, channels and touchpoints are messy and non-linear, within the area of informatics...