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The article discusses a new direction of strategic development of companies – the ecosystem. The definition of an ecosystem digital platform and its key characteristics are given. A digital ecosystem is a set of proprietary or partner services combined on the platform of one company and focused on providing value to customers throughout their life path. Its key principles as a new model of company development are: modularity, coordination, adaptation, multilateral relations. In Russia, the ecosystems of the companies Beber, Yandex, Mail.ru Group, Tinkoff, MTS, VTB, RSHB, Rostelecom are known. The bank's ecosystems are expanding their activities in terms of partnership, providing non-financial services to their clients, among other things. The analysis of the tools for choosing a digital transformation strategy of the business model is given. Such visualization tools of strategy sections as digital piano, digital compass are presented. The rationale for the use of a new methodological approach - Platform Innovation Kit - in the formation of an ecosystem strategy is given. It is a set of canvases that help to create new platform features, identify links between ecosystem participants, and highlight the motives for its use for consumers. Ecosystem objects are described in terms of platform design. An example of the use of some tools is given on the example of the development of a banking ecosystem strategy, including the Environment Scan Canvas, platform links (The Ecosystem Canvas), The ecosystem Entity-Role Portrait, the Motivation matrix, basic transactions (Identification of the underlying transaction). This approach has proven itself well as a decision-making tool in the disciplines of "Internet Entrepreneurship", "Digital Business Models" and in the development of student projects.

The purpose of our research is to find new tools for analysing hidden client needs (pains), regulating the sequence of reasoning when making decisions during the creation of innovative projects. We propose an approach of a creating a map of studying the customer experience of interaction with the product in which we can use Customer Jorney Map (CJM), method of triads and model PEDPL: Pre-Experience, Experience, Post-Experience, Lost-Experience). An important segment of model PEDPL is analysis “Lost Experience” when we can study new processes out-of-plane current business, an alternative to the use of a known product, expansion of functions, the reincarnation of the user experience in another plane, taking into account unrealized characteristics and interests of consumers (cultural characteristics, preferences, hab- its, traditions, etc.). This analysis can account for all patterns of the user experience in the product. This methodology puts in evidence new approaches to structuring information, which is important for im- mersing in user experience, understanding their problems and finding new solutions. Scientific novelty consists of proposed new tools for visualizing associative thinking, constructing a sequence of steps and methods for studying consumers, isolating the problem, developing an idea. The article presents a quest for the rector and the mayor, solving the problem: how easy and inexpensive to make a comfortable life of a short-sighted person in the city and University. In the preparation of the prototype used such methods of design thinking as the map of empathy, the method of the triad, CJM, PEDPL, SAP business origami. The results of the application can be in demand when developing a new Internet service or mobile application, or, for example, to develop a brand strategy, when it is important to explore the hidden needs of the client.

The article presents an example of a business game, which uses Design Thinking and Learn Startup approach. Reviewed such techniques as Customer Journey Mapping, SIL, KJ, grouping of ideas, voting stickers. These tools are useful for analyzing the effectiveness of customer interaction with online services or mobile applications and identify areas to optimize their interfaces, during the brainstorming and coordination of team solutions.