The Case for Digital Transformation

By | December 30, 2016

Case Study Part II

Following on from my blog on ‘First Steps in Digital Transformation’ I have put together some practical next steps based on a case study carried out in 2016.  The long-term aim of any digital transformation programme is to provide a simple and consistent experience for customers wherever they are, whatever device they are using and whenever they want to interact with a brand.

Laying the foundations – data should be analysed and user testing initiated as there is a need for a rigorous inclusion of customer feedback and real data to inform any decisions being made. Research may include the development of personas, identifying customer journeys and reviewing the information architecture structure. From a user experience perspective, the journeys undertaken by a company’s personas are useful in defining what they are trying to achieve and the pain points they encounter. The issues identified can help to define which innovative technological solutions can be addressed.

In order to move the programme forward there should be compelling evidence to recommend a change to the established mind set, tangible support for the proposed changes and an overview of the likely outcomes and benefits. Evidence might include, for example:

  • data on device usage
  • competitor research
  • potential customer base
  • customer research and interviews, and
  • a robust and transparent project management plan intrinsic to setting up such a transformation

At this point there’s some rigour that can be brought to the content process. Rather than producing content with confuses the reader, clarity should be top of mind. Tempting though it is to create reams of valuable content, customers are looking for guidance, calls to action and specific details and do not expect to have to wade through close-typed web pages to find that information. In order to achieve this, an audit of content assets is an ideal starting point. A terminology database will ensure that technical content is consistently used and a robust enterprise-level content management system (CMS) will allow the content to be shared effectively across devices and in different formats without the need to update multiple systems.

The imperative to meet customer expectations is fuelled by consumers who, faced with an increasing range of more sophisticated user-centric technology, have higher expectations than previously. Modelling products around user experience based on customer feedback is the driver behind the development of new interfaces and frictionless interactions. In light of these developments, established companies don’t have the luxury of being able to bury their heads in the sand as emerging companies are truly disrupting the industry.