The digital world thrives on inspiration and innovation, and creativity drives disruption, change and transformation. Digital Transformation without design, however, is like having a space shuttle that we don’t know how to use. This visual-storytelling explores the intersection between Digital Transformation and Design Thinking -- it will inform you about how to harness the power of Design Thinking to deliver your unique digital transformation by driving human-centric design.

1. v
Think
Think Design

2. Think DX Think Design
Emi is a UX Designer, Design Thinking facilitator and Social Science researcher with over
10 years' experience across UX design, marketing & communications and tech industries.
As a hybrid of a researcher and a designer, Emi enjoys exploring the intersection between
design and psychology, and extrapolates DX strategy and UX design practices from that.
Emi Kwon
MSc in Social Psychology
UX & Design Thinking Lead @MetLife Japan
Think
Think Design

3. Digita
Think DX Think Design
What does Digital Transformation (DX) mean?
Digitization, Digitalization & Digital Transformation
Japan Digital Transformation
IMD Digital Competitiveness Ranking 2020
How “Digital Offerings” can save your DX
DX Practices : “Digitally inspired” companies
Uber, Amazon, Phillips, DBS, Toyota
What’s Design Thinking?
How Design Thinking can help drive your DX

4. Think DX Think Design
means more than Digitalization

5. Think DX Think Design
Digitization refers to the internal
optimization of processes (e.g.,
work automation, paper
minimization) and results in cost
reductions.
Digitalization
Digital
Transformation
Digitization
Digitalization is a strategy or
process that goes beyond the
implementation of technology to
imply a deeper, core change to the
entire business model and the
evolution of work.
Digital transformation is more
about people than it is about
digital technology. It requires
organizational changes that are
customer-centric, backed by
leadership, driven by radical
challenges to corporate culture, and
the leveraging of technologies that
empower and enable employees
and end users and customers.

6. How Digital Transformation is different from
Digitalization or Digitization
Digitalization
Digitization
Digital
Transformation
Think DX Think Design

7. How Digital Transformation is different from
Digitalization or Digitization
Digitalization
Digital
Transformation
Think DX Think Design
Digitization

8. Think DX Think Design
The IMD World
Digital Competitiveness Ranking
Now in its fourth year, the IMD World Digital Competitiveness Ranking,
produced by the IMD World Competitiveness Center, measures the capacity and
readiness of 63 economies to adopt and explore digital technologies as a key
driver for economic transformation in business, government and wider society.
This year’s results show few changes in the top ten from last year. However, three
clear trends in 2020’s results run through all economies that made the higher
echelons. One is an efficient use of digital talent, a reflection of having the
technological infrastructure in place and using the technology available.
Data source :
https://worldcompetitiveness.imd.org/rankings/digital

9. Data source :
Research report by Mitsubishi Research Institute Inc., Tokyo
https://worldcompetitiveness.imd.org/countryprofile/JP/digital
Think DX Think Design

10. Think DX Think Design
The IMD World
Competitiveness Ranking 2020
…Japan, Asia's second-largest economy, slipped down the ranking for the
second straight year due to inefficiencies in its government and
business systems. Japan's government efficiency was ranked 41st out of
the 63 economies surveyed, while its business efficiency rank was a poor
55th, with elements such as companies' digital transformation lagging…
- Nikkei Shimbun
Data source :
https://worldcompetitiveness.imd.org/rankings/digital
https://asia.nikkei.com/Economy/Hong-Kong-tumbles-down-IMD-world-competitiveness-ranking
Further reference :
https://en.wikipedia.org/wiki/Global_Competitiveness_Report

11. Think DX Think Design
Japan Digital Transformation
Digitalization
Digitization
Digital
Transformation
The Ministry of Economy, Trade, and Industry (METI) is proactively promoting
digital transformation (DX) in Japan and published the “Digital
Transformation” report in 2018. METI warned the local economy would lose
$120 billion by 2025 if traditional mainframes and backbone core systems
were not updated and the shortage of ICT engineers not addressed.
METI partnered with the Information Technology Promotion Agency (IPA) to
create Industrial Architecture Design Center to provide guidelines for cross-
social and cross-industrial data collection, data utilization, data analyzation,
and talent management training.
To achieve DX, Japanese business associations urged their members to
partner and collaborate with startups under the “Open Innovation” initiative.
The initiative is an opportunity for new U.S. companies to enter the Japanese
market through a reliable partner and vast network.
The second pillar of Japan’s DX is a push for industry and government to
integrate AI in their business operations. Laid out in the Japan Association of
New Economy (JANE) “Regulation, Systems, Management, and Business
Reforms,” the report urges the healthcare, finance, and professional services
sectors to adopt AI technology.
Data source :
https://www.trade.gov/market-intelligence/japan-digital-transformation

12. Think DX Think Design
Technological excellence, solid operational backbone…
What’s next?
Digitalization
Digitization
Digital
Transformation

13. Think DX Think Design
Disruptive technologies change the role of technology in
a company from enabling to inspiring business strategy.
Digitalization
Digitization
Digital
Transformation

14. ユーザーと企業、サービス、製品などその全ての側面に関わる体験
- ドナルド・ノーマン、デザイン批評家
ユーザー体験（UXデザイン）とは？
Think DXThink Design
Fujitsu UK https://www.youtube.com/watch?v=2RoSpNVlrYw
https://www.fujitsu.com/us/cocreation-2018/
Data source :
https://www.youtube.com/watch?v=2FfnJ_0aJqE&feature=emb_logo

15. Think DX Think Design
Why
Design Thinking?
Should start with

16. Think DX Think Design
People
Design
focuses on
Co-create Ideate, prototype, test…
Empathize, define…

17. Think DX Think Design
Analytics
Internet of Things
Artificial Intelligence
Biometrics
Blockchain
Cloud & Edge computing
Big Data
Disruptive technologies are forcing us to reimagine our
customer value propositions.

18. Think DX Think Design
Something missing in this picture?
Analytics
Internet of Things
Artificial Intelligence
Biometrics
Blockchain
Cloud & Edge computing
Big Data
Digitized
solutions alone cannot help you find
new value propositions or
ensure security to stability
of your business

19. Think DX Think Design
Data source :
https://cisr.mit.edu/publication/2018_1001_DigitalStrategyEvo
Digitized
solutions
Customer
engagement
??

20. Think DX Think Design
People
Digitized
solutions
Customer
Engagement
Data source :
https://cisr.mit.edu/publication/2018_1001_DigitalStrategyEvo
Digital
offerings

21. Think DX Think Design
Seamless & consistent
Data source :
https://cisr.mit.edu/publication/2018_1001_DigitalStrategyEvo
Responsive
Personalized
Collaborative
Value-added
Proactive
Information-enriched
Boundary-less
Information-enriched solutions
that engage customers in a
seamless, personalized experience
Digitized
solutions
Digital
offerings
The differentiator
Customer
Engagement

22. Think DX Think Design
Digitized
solutions
Customer
Engagement
Seamless & consistent
Information-enriched solutions
that engage customers in a
seamless, personalized experience
Digital
offerings
Responsive
Personalized
Collaborative
Value-added
Proactive
Information-enriched
Boundary-less
Which digital offerings are viable?

24. Inspiring
Enabling
Empowering
Information-enriched solutions
that engage customers in a
seamless, personalized
experience
Forthcoming, emotionally
intelligent, effortless,
efficient, helpful
Digitalization
Digitization
Digital
Transformation
Think DX Think Design

25. Think DX Think Design
Uber is not the only
digitally inspired company
that’s reimagining
its business.
Digital or Digitized
Online book retailer
Digitally transforming
“Earth's most customer-
centric company”
Innovative conglomerate “Innovate for
healthier living”
Megabank in Asia Provide digital solution to
ensure financial security
“Ignite opportunity by setting
the world in motion”
Taxi company(?)
World’s #1 automotive
manufacturer
“Build the mobility
of the future”

26. Think DX Think Design
Finding new value
propositions
Finding Digital Offerings
Digital or Digitized
Online book retailer
Digitally transforming
“Earth's most customer-
centric company”
Innovative conglomerate “Innovate for
healthier living”
Megabank in Asia Provide digital solution to
ensure financial security
World’s #1 automotive
manufacturer
“Build the mobility
of the future”
“Ignite opportunity by setting
the world in motion”
Taxi company(?)

27. Digital or Digitized Digitally transforming
Online book retailer “Earth's most customer-
centric company”

28. Digital or Digitized Digitally transforming
Online book retailer “Earth's most customer-
centric company”

29. Data source :
https://www.visualcapitalist.com/amazon-revenue-model-202

30. Digitally transforming
“Earth's most customer-
centric company”
Data source :
https://www.youtube.com/watch?v=NrmMk1Myrxc

31. Think DX Think Design
Seamless & consistent
Data source :
https://cisr.mit.edu/publication/2018_1001_DigitalStrategyEvo
Responsive
Personalized
Collaborative
Value-added
Proactive
Information-enriched
Boundary-less
Information-enriched solutions
that engage customers in a
seamless, personalized experience
Digitized
solutions
Customer
Engagement
Digital
offerings
Between digital technology and people is…

32. Think DX Think Design
Digitized
solutions
Customer
engagement
??
With false assumptions…

33. Think DX Think Design
Digitized
solutions
Customer
engagement
Most of the winning companies are exploring to discover
Digital Offerings that their customers will buy and enjoy
through the Power of Design Thinking
Co-creation
Cross-functional
development

34. Think DX Think Design
a human-centered approach to innovation—anchored in understanding customer’s
needs, rapid prototyping, and generating creative ideas—that will transform the way
you develop products, services, processes, and organizations. By using design thinking,
you make decisions based on what customers really want instead of relying only on
historical data or making risky bets based on instinct instead of evidence.
Most of the winning companies are exploring to discover
Digital Offerings that their customers will buy and enjoy
through the Power of Design Thinking
Empathize Define Prototype
Ideate Test
Understand what
your customers need
Construct Point of
View based on the
needs identified
Build the solutions
into visible/ tangle
representations
Test the prototype
Come up with
creative solutions
via

35. Think DX Think Design
Digitized
solutions
Customer
engagement
No false assumptions or no risky bets.
Find Digital Offerings that your customers will buy and enjoy.

36. Digital or Digitized Digitally transforming
Innovative conglomerate Innovate for
healthier living

37. Digitally transforming
Innovate for
healthier living
Digital or Digitized
Innovative conglomerate
Data source :
https://www.lighting.philips.com/main/inspiration/co-creation

38. Data source :
https://www.youtube.com/watch?v=OcL9t-LzaFE&feature=emb_logo

39. Digitally transforming
Provide digital solution to
ensure financial security
Digital or Digitized
Megabank in Asia

40. Data source :
https://medium.com/@glen.fernz/saving-with-credit-cards-e7

41. Digitally transforming
Provide digital solution to
ensure financial security
Digital or Digitized
Megabank in Asia
Data source :
https://www.dbs.com.sg/personal/default.page

42. Data source :
https://www.youtube.com/watch?v=kZYHCic2ZfA

43. Digitally transforming
“Build the mobility of the
future”
Digital or Digitized
World’s #1 automotive
manufacturer

44. Data source :
https://www.youtube.com/watch?v=jh7FHx8M3G0

45. Think DX Think Design
a human-centered approach to innovation—anchored in understanding customer’s
needs, rapid prototyping, and generating creative ideas—that will transform the way
you develop products, services, processes, and organizations. By using design thinking,
you make decisions based on what customers really want instead of relying only on
historical data or making risky bets based on instinct instead of evidence.
Most of the winning companies are exploring to discover
Digital Offerings that their customers will buy and enjoy
through the Power of Design Thinking
Empathize Define Prototype
Ideate Test
Understand what
your customers need
Construct Point of
View based on the
needs identified
Build the solutions
into visible/ tangle
representations
Test the prototype
Come up with
creative solutions
via

46. Data source :
https://www.youtube.com/watch?v=ldYzbV0NDp8&feature=

47. Think DX Think Design
Design Thinking can provide an ultimate game plan to your DX strategy
??

48. Think DX Think Design
??

49. Think DX Think Design
People
Design
focuses on
Co-create Ideate, prototype, test…
Empathize, define…

50. Think DX Think Design
Digital transformation is more
about people than it is about
digital technology. It requires
organizational changes that are
customer-centric, backed by
leadership, driven by radical
challenges to corporate culture,

51. about people than it is about
digital technology. It requires
organizational changes that are
customer-centric, backed by
leadership, driven by radical
challenges to corporate culture,
and the leveraging of
technologies that empower
and enable employees and
end users and customers.
Think DX Think Design

52. Think DX
Think Design