Trend topic 2017 and safely leave for each event dedicated to the new technologies, social, business or geek you want; #digitaltransformation is on everyone’s mouth, but string strings, it’s difficult to just define it.
Wikipedia to the hand: “With the term digital transformation, we mean a set of predominantly technological, cultural, organizational, social, creative and managerial changes.” Great … so? The following is not clear: “… With this new approach, the ultimate recipient of the value created by digital transformation is in fact the center of development if it does not even participate in it, thus gaining effective, effective and conscious access to the service itself whether it is material, immaterial or data.”
Digital transformation is the best thing to predict the inevitable future of the future, in which contemporary inefficiencies and frustrations will be swept away and we will be pampered and satisfied. Everything is true, but it knows a lot of final judgment, no one ever cites who has to do what. But how do you do it? What do you do? Who is the “digital transformer”? Is there already LinkedIn this figure? Unfortunately yes, where do the eagles dare …
The business of digital transformation
The first one that cites it wins, after him can only be the silent and quiet approval of others: digital transformation can only be accepted and waited, certain that as soon as we arrive we will recognize it and make us more money.
So large companies are shaky, they want to be an active part of this digital transformation. They understand that there are those who have “transformed” and make more money, but they do not understand how they do it. Radio and TV talk about it so much, but as a phenomenological event / phenomenon: the changing times, the technology that advances and you (company) who adhere to you or hello.
In the meeting rooms you talk about it, and it happens that working lunches ask me how to buy #digitaltransformation so that they change their #businesstransformation business model. The mistake of such a request is that you may think that you can buy a product or service and that this has solved the problem. They do not understand that the required change is deeper, that their organization will have to change, that competing in these digital markets requires innovative products and services, but that business services will be redesigned together with the services.
On the merits of this transformation, the answer can only be open: transformation is done by the company itself, supported by a multidisciplinary team of designers, programmers, analysts, strategists.
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The design as a digital transformation facilitator
We are all involved in producing this digital transformation, we are coauthors. The focal point in the definition in Wikipedia is just in the throes of the guy who is at the “center of development”, the user himself.
Companies want to continue to thrive and have “realized” that, to make money today, like today, they have to modify (transform) their business model, no wonder that they have to redesign the business model.
This business transformation involves several aspects (processes, structure, technology, execution), but the crucial aspect is that the new model must put the user in the middle, without lying and half-measures. Digital transformation affects people, satisfying the customer today is not easy; in a blink of an eye has changed behavioral patterns, cultural references as well as the tools it used to live and work.
About tools, today they are mostly digital, as are digital environments from which we can get more information to make our choices; and that is why we are talking about “digital” transformation.
To complicate things is that this change is fluid, the process of change is continuous; keep upgrading to strategy, continuous evolutionary moments for the company.
So, it’s the people you need to understand, to understand what to do. It is the customer who brings the money. It is the user who needs to be better known (and here is crazy about Data & Analytics). To do this you need to devote resources to more user research, invest in designing user experience, focus on scenarios, motivations, and frustrations; acquire awareness of how and when customers are satisfied.
Yes, making digital transformation means being more aware of, choosing a strategy that naturally contemplates change, which leads the company to evolve and adapt to better satisfy the customer, designing and developing value-driven, fluid touchpoints and integrating with it the entire ecosystem company.