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Demystifying Digital transformation


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The term digital transformation has been bandied about too much, covering everything from business transformation, the creation of efficiencies and new websites to playing with new digital platforms. In reality, it’s business transformation – but with a focus on customers and stakeholders with digital technologies as the catalyst for change. Success is determined by an organisation’s ability to unite and empower their people, processes and products. Only this will generate customer-centric experiences that perform effectively. Danny’s talk explores Cyber-Duck’s top tips for successful digital transformations, drawing on his experience guiding clients through risks and opportunities.

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Demystifying Digital transformation

  1. 1. DEMYSTIFYING DIGITAL TRANSFORMATION B2B Marketing Ignite, London, UK: MarTech Stream Danny Bluestone
  2. 2. HELLO. I AM DANNY.
  3. 3. Introducing Digital Transformation
 Why is DT relevant? What is DT? What impact does it have?
 Our Digital Transformation Principles 
 1. People and culture 2. The lean way
 3. Internal learning
 4. Spreading the word
 5. User experience 
 6. Agile thinking
 Takeaways TODAY
  4. 4. BUSINESS TRANSFORMATION VS DIGITAL TRANSFORMATION EFFICENCY BUSINESS TRANSFORMATION COSTSPROCESS TECHNOLOGY USER CENTRED CULTURE MARKETING TECHNOLOGY PROCESS BRAND DIGITAL TRANSFORMATION User experience research, architecture and design People focused performance Strategy, analytics and optimisation Progressive web application and system development Project management and agile operations Vision and platform development Copyright Cyber-Duck Ltd
  11. 11. Digital transformation is ‘user focused’ business transformation. Its purpose is to be a catalyst to brand, efficiency and people initiatives* *technology is an enabler WHAT IS DIGITAL TRANSFORMATION
  12. 12. Digital transformation requires a lot of energy to get right and needs three human ingredients: 
 Boldness, Inclusiveness and Grit WHAT IT TAKES TO GET IT RIGHT
  14. 14. It affects everyone from leadership, sales, marketing and legal all the way to HR, finance and our suppliers. Oh, and the customer… WHO IT IMPACTS
  15. 15. “…Usually, you have to run everything the through legal, operations, and IT — that’s where the quality usually stops but those groups were involved from the beginning and cared passionately about the guest experience.” VIRGIN AMERICA
  16. 16. It is very easy to start but selecting the right people and partners is hard. WHO SHOULD DRIVE DIGITAL TRANSFORMATION
  17. 17. Part of the design process should include the assessment of risks and opportunities. WHO SHOULD DRIVE DIGITAL TRANSFORMATION
  19. 19. Develop a DT focused culture PEOPLE1/6
  20. 20. Set a vision We choose to go to the moon
  21. 21. Create alignment Nominate your internal ambassadors
  22. 22. Build pinnacles Start with ‘why’ to articulate the mission
  23. 23. "It's no longer the big beating the small, but the fast beating the slow.” - Eric Pearson, CIO, CIO, International Hotel Group (IHG)
  24. 24. The lean way APPROACH2/6
  25. 25. Create bold experiments Create ‘validated products’ and learn through the data
  26. 26. Research edge cases Expand your horizons by promoting accessibility
  27. 27. Start with low fidelity Less is more; start out with a trial to see if it works
  28. 28. “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” Charles Darwin
  29. 29. Knowledge is power INTERNAL LEARNING3/6
  30. 30. Empower your team When transforming, clarity and understanding is pivotal
  31. 31. Educate via entertainment Integrate HR into your digital transformation
  32. 32. Invest in the supply chain From contractors to service providers
  33. 33. "If the rate of change learning outside your organisation is faster than the rate of change learning inside, you’re already dead.” Jack Welch, CEO of General Electric between 1981 and 2001
  34. 34. Marketing SPREADING THE WORD4/6
  35. 35. The growth hacker’s mindset Build a product that people with an active community
  36. 36. Connectedness is what sells Think about how connections aid brand awareness
  37. 37. Leverage AI capabilities Voice search will conquer 50% of all search by 2020
  38. 38. “I believe the guiding star for marketing, and digital, for 2017 will be: Focus… Businesses want growth, brands want saliency in a cluttered landscape, but there is not the money to ‘throw a lot at the wall and see what sticks’ so focus has to be the answer.” Ashley Friedlein @ Econsultancy
  39. 39. User experience Focus on the user5/6
  40. 40. ≈ Plan cohesive user journeys A solid UX architecture is core to digital transformation
  41. 41. Uncover the gems Act like a detective to understand what makes users tick
  42. 42. Test many variations Instigate a culture of split testing 10.7% conversion Original design Winning variation - 4.2% increase in sales 6.6% conversion
  43. 43. “A picture is worth a thousand words. An interface is worth a thousand pictures.” Ben Shneiderman, Designing the User Interface, 1986
  44. 44. An agile mentality Execution6/6
  45. 45. ≈ Sprint your way to success Use sprints to test concepts or features quickly
  46. 46. Chief Digital Officer VP of Disruption VP of Hype VP of Buzzwords Director of Strategy Director of Ambiguity Director of Shiny New Things Director of Overpromise Manager of Business Results ≈ Narrow down the focus Build an organisation with functional responsibilities
  47. 47. “Success is not delivering a feature, it is learning how to solve the customer’s problem” Eric Ries, The Lean Startup
  48. 48. CONCLUSION
  49. 49. CONCLUSION 1. Develop a vision, create alignment and a ‘can do’ culture 2. Experiment and research edge cases, but start small 3. Create pinnacles and broadcast them to everyone 4. Make your DT connected to influencers and new tech 5. Don’t ponder too long about sprints, they can ideate prototypes 6. Remember that DT never ends, it is an ongoing process
  50. 50. @CYBERDUCK_UK THANKS FOR LISTENING All images in this presentation are copyright of their respective owners