Designing with the winning digital transformation strategy
Thursday January 31, 2019, by Chander Damodaran
Design thinking is key to digital transformation, and with this approach, how we traditionally helped our customers solve their problems has transformed as well. Success is no longer achieved by working exclusively with an organization’s CIO, focusing on just the technology and then building a solution. Instead, we need to work backwards and put ourselves in the customer’s shoes.
Prioritizing design thinking and customer experience can help organizations realize success, like revenue growth. So, when helping a customer embark on their digital transformation journey, we need to start by asking ourselves and the customer a few key questions:
What are the right problems and opportunities that need to be solved?
More often than not, the focus is to go in and quickly solve a problem. But, we need to ask ourselves and the customer, is that problem the “right” problem? And what are some of the overlooked opportunities that the customer may not realize? We have to look beyond what’s immediate and obvious. Then, we can put together a strategy, validate the assumptions and test the outcomes.
How can we elevate the customer experience?
After we discover the right problems and opportunities, we can elevate the customer experience by making the right choices – and we do this step-by-step rather than just jumping in. From storyboarding to prototyping to testing to making improvements, we arrive one step closer to developing the right solution that is best for the end user and solves a problem.
How do we approach the design?
What does the customer want to achieve? What are the customer’s pain points? Why is the customer interested in digital transformation? We need to have empathy, and that means we need to listen to the customer rather than focusing on selling a solution. We are seated at the table with them to identify the right problems and build the right solution.
As we ask these key questions, we also need to ensure that we have an organization’s buy in, starting from those in the C-Suite. Once you get their stamp of approval, then the digital transformation journey has the right rigor for everyone – from product mangers and engineers to business users – to get on board, and then, a shift in the corporate culture takes place. This is essential, because if the design thinking process and digital transformation are not embedded with an organization’s culture, then the outcome will not be successful.
From building a digital bank from ground up to transforming the virtual services platform of a leading telecom operator to bringing to the cloud one of the largest operators in the secondary home mortgage market, my Brillio colleagues and I have helped our customers not only realize success, but also outperform by making design thinking part of the business strategy and agenda. We do this by working from the outcomes and going back. As a result, we are able to build true and “right” systems that enable enterprises to do business better and faster, while elevating the overall experience.
For more information on Brillio and how we can help you move faster to reach your desired outcomes, visit here.