The document discusses the need for organizations to adapt rapidly to evolving customer expectations through digital product innovation. It highlights the challenges faced, including customer understanding, organizational communication, legacy technologies, and skill gaps, while stressing the importance of a design and technology-driven approach. Companies are urged to integrate their business models, prioritize customer experience, and leverage data to drive successful digital interactions and innovation.

1. Enterprise Innovation at
Start-up Speed
Exceeding customer expectations through digital product innovation
December 2017CMO Digital
Insight Summit

2. 2
Preface
As new technologies continue to emerge at an exceptional pace, customers’ expectations rise to match.
Yesterday’s innovations are today’s table stakes and organizations need to work harder to keep up.
To compete in the age of immediacy, ease and personalization, organizations are investing in enhanced
experiences and developing meaningful products by infusing business, design and technology, faster than
ever before.
Are you?

3. 3
Accelerating
Digital
Business

4. 4
These things are holding you back
CUSTOMER PAIN
The teams building digital products don’t
know your customers needs intimately and
aren’t sure it will deliver customer value
ORGANIZATIONAL PAIN
You are dealing with many departments and
stakeholders and don’t have an effective
way to prioritize and make decisions
TECH & OPERATIONAL PAIN
Legacy technology and long operational
cycles are slowing your teams down and
compromising your desired customer
experience
CAPABILITY PAIN
Working as a digital product organization is
new for lots of the team, and you’re not sure
if everyone has the right capabilities needed
“Are we building the right thing?”
“Executives end up telling the
teams what to build”
“It takes us too long to deliver”
“We’re not sure what good looks
like, we could use some help”

5. Digital Product Innovators need to do this
STARTUP @ SCALE
SPEED TO MARKET
DIGITAL BUSINESS PLATFORM
INNOVATE YOUR BUSINESS MODEL
DESIGN-DRIVEN
CUSTOMER AT THE CENTER
DATA-DRIVEN
INTELLIGENT EMPOWERMENT
EVOLVING INTERACTIONS
REIMAGINE PHYSICAL & DIGITAL

6. Customer
Technology Business
What do people need
and want?
What business
outcomes are we
trying to achieve?
What is possible
with technology
today?
Innovation
What’s your Innovation Agenda?
Portfolio of ideas
Customer: ______________
Tech: Biometrics
Business: _______________
Customer: ______________
Tech: Data or AI
Business: _______________
Customer: ______________
Tech: Chat Bots or Voice
Business: _______________
Customer: ______________
Tech: AR/VR or Devices
Business: _______________

7. Tomorrow’s revolutionary customer experiences
are driven by technology
Customer Experience
drives Business
Outcomes
Evolved Physical &
Digital Interactions
Data Driven
Intelligence
Digital Business
Platform
Startup at Scale
Innovation
DISCOVER SIGNUP
USE
at home
USE
at work
USE
on the go
RENEW
or EXIT
Company Name ______________________________
Opportunity Area ______________________________
CUSTOMER JOURNEY

8. ©2017 ThoughtWorks Inc. Confidential - please do not distribute.
Tech Platform (API, Delivery Infrastructure …)
CMS
Data
Loyalty Vendor APIPayment MaxPassQuickTrax
A ski resort experience with Disney’s magic band

9. 9
Responsive Design & Development
iOS Design & Development
Best Social Commerce Initiative
Best Mobile Commerce
Application/Site
+50%
profit in 1 year
179,041
Pizza creators have
created
375,649
pizzas and earned
$846,238
“ThoughtWorks worked with Domino’s
to create a device agnostic online
system that reduces the footprint of
our multiple digital channels, while
bringing our customers closer to the
ultimate pizza ordering experience.”
Michael Gillespie – Chief Digital Officer
Creating brand advocates
+$5
Average sales
20% to 50%
Online sales in 1 year

10. 10
13%
of Delta’s total revenue
Mobile accounts for
1%
of total mobile app
revenue in the US
That’s
1,000,000
people around the world rely on the FlyDelta app every
day
An airline that sells award winning software
https://www.thoughtworks.com/clients/delta
Today, Delta licenses their mobile platform as
a service (PAAS) to other major carriers,
unlocking an entirely new revenue stream as
a software service provider.
©ThoughtWorks, Inc. Confidential. Do not copy. Do not distribute.

12. This is happening today

13. Ikea brings the store to your home with AR

14. 14
How will you create revolutionary
customer experiences driven by
technology in 2018?
Every company is now a tech company.

15. December 2017
THANK YOU
Natalie Hollier
Product Strategy & Design Principal
ThoughtWorks North America
nhollier@thoughtworks.com
CMO Digital
Insight Summit