This document discusses why digitalization is important and provides advice on how to succeed with digital transformation. It notes that (1) customers are driving digital change, (2) digitalization is key to business success or failure, and (3) digitalization can help businesses by listening to customers, creating experiences, and breaking large projects into smaller pieces. The document advocates adopting a growth mindset and focusing on execution over ideas to succeed with digitalization.

1. Why should you care about
digitalisation?
Hanne Kettunen, Spring of 2016

2. Here’s why
1. You are the one driving the change
2. It’s the key to success - and failure
3. It will help you, too
Why and what is digitalisation?
What is happening in business
What should you do?

3. But wait, why do I care?

4. 50+projects
10+industries
8years
1000+
the question “why?”
Hi, my name is Hanne!

5. Oulu
Helsinki
Berlin Wroclaw
400people
120UX experts
10years
And this is Siili

6. First delta moment
Second delta moment
Other Deltas over time
Design
Information
Architecture
ServiceInnovation
Technology
This is me and my crew.

7. 1. You are the one driving
the change

8. We move fast
We want experiences that we create
We want to share and rent
We want to have an impact
We are all unbelievably unique
These all will profoundly change
not only B2C, but B2B, sales,
ways of working, ways of
living…everything.
We work for ourselves
Image © Barn images

9. Everything needs to
be visual,
personalized, timely
and constantly
improving to serve
an impatient army
of (wannabe)
unicorns.

10. And this army has all the power today.
One bad joke boarding a plane.
Fired before she landed.
One blogpost (Emmi Nuorgam).
Changed a corporation’s offering & marketing.
(Even before it’s sudden death)
…and gave the blogger a ridiculous amount of
hate mail.

11. But please keep in mind..
digitalisation = SoMe

12. • We are living and experiencing the era of fourth
industrial revolution, also called as digital revolution.
It affects the business environment of all companies
as significantly as the industrial revolutions once did.
• Digitalization of products and services accelerates
crumbling of industry boundaries.
• The speed of change is almost unbelievable. As an
outcome: sustainable competitive advantage does
not exist anymore.
IT’S A DIGITAL REVOLUTION.

13. Data is in the core of
all of these.
Production,
maintainance
and R&D
Communication
and interaction
Products
Services
Experiences
Business
models

14. 2. It’s the key to success -
and failure

15. “We are not gonna do this
digital thing. Let’s wait and
see how it turns out.”

16. 71$ —> 26$ in less
than a decade.
Next up:
Books
Banks
Logistics
Finland =
UK 5 years ago.

17. Death is a result of main organs failing.
Production Distribution Pricing
Failing to
optimize capacity
and undo heavy
bottle necks.
Failing to skip
unnecessary parts in
the value chain to
reach your customer.
Failing to
understand where
real value is to the
customer.

18. What are survivors
doing?

20. Guess how this house
was built?

22. 3. It will help you, too

23. Feeling desperate
now?
Don’t worry,
you can do it.
Your team can do it.

24. First, you need to
reach the right mindset.

25. Listen to your customer,
repeatedly.
Understand what they say.
Find the value they need
Start creating experiences

26. Being creative / Creating

27. IDEA
0€
EXECUTION
1.000.000€
We believe in execution
Ideas are great, but worthless without execution
…But this is where
most value is born.
We do have a lot of
great ideas…

28. Innovation
curve
Project curve
Resources
(Energy) spent
August November March August
Time passed
The
“project O.D.”
stops
innovation
Innovation should be a forward pushing force, not something to
bottleneck everything else.

29. You need to break your monster
into edible pieces.

30. Innovation process
Process from idea to a validated and projected outcome in 2-8 weeks, depending on the scope.
Either continuous or spot-on ideation
with a pre-defined goal and involving
cross-organisational teams.
Ideation
Feasibility study, impact on products
& services and sales, demand
analysis etc. Validate ideas by
prototyping with real users (internal /
external).
Processing
Business impacts and requirements
processed, business concept
designed and validated with all the
relevant stakeholders.
Business concept
Creating functional prototypes from
layouts and wireframes.
Prototyping
Validate the prototype by testing live
with real users to review
requirements to both UX and product
/ service design.
User testing
Final productization: commercial,
technical and legal feasibilities,
product development roadmap and
marketing planning.
Project roadmap
No Go
Return ideas back to
processing

31. Hi! I’m the
guy that will
take over
everything
that is
routine.

32. Be human.
Tell stories.
Listen.
Read between the lines.
One step at a time.
De-learn.

33. Porkkalankatu 24
00180 Helsinki
Finland
Tietotie 2
90460 Oulu
Finland
Ohlauer Str. 43
10999 Berlin
Germany
ul. Św. Antoniego 2/4
50-073 Wrocław
Poland
www.siili.com