A talk on how to use customer insights to guide your digital transformation programmes, presented by @chudders at eCommerceSW at the Paintworks in Bristol on 19th October, 2017.

1. Customer Driven
Digital Transformation
@chudders

2. 88% of companies report
they are undergoing
digital transformation
ALTIMETER GROUP
@chudders

3. 84% of companies fail
at transformation
FORBES
@chudders

4. @chudders
A good
understanding
of your
customer
Best chances of
transformation
success
=

5. cxpartners is an experience design
consultancy that transforms the
organisations it works with through
a deep understanding of people.
@chudders

6. @chudders

7. What is digital
transformation?
@chudders

8. @chudders
It depends who you ask!

9. @chudders
Digital transformation is profound
change in business activities,
processes, competencies, and models
to fully leverage customers at every
touchpoint in the customer experience.
BIZNOLOGY.COM

10. @chudders
Digital transformation
is not new

11. @chudders credit : amazon.com

12. @chudders
eLearning

13. Why do companies fail
to transform?
@chudders

14. 70% of transformation
programmes fail
McKINSEY & COMPANY
84% of companies fail
at transformation
FORBES
2/3 of digital transformation
projects fail
CONSULTANCY.UK
9/10 digital transformation
projects will fail
DIGITALJOURNAL.COM
@chudders

15. Lack of strategy &
direction
@chudders

16. @chudders
WHY
HOW
WHAT
All the great inspirational
leaders in the world think, act
and communicate in exactly the
same way, they communicate
from the inside out…
What is your why?!
WHY : Your cause, purpose or belief
‘How great leaders inspire action’ - 34,726,228 views
‘The Golden Circle’ by Simon Sinek

17. Change fatigue
@chudders

18. Cultural inertia
to change
@chudders

19. Transformation treated
as a short term project
@chudders

20. @chudders
How can your
customers help shape
your transformation?

21. @chudders
The five domains of digital transformation
COMPETITIONCUSTOMERS VALUE DATA INNOVATION
Harness customer networks and reinvent the path
to purchase in line with their real behaviours.

22. Customers have never
been stronger
influencers
@chudders

23. @chudders
Understand your customer
Make useful things that actually
solve their problems
So you can
Here’s a really complicated strategy

24. @chudders
We believe that if we do X
then Y will happen.
So what is the minimum
we need to do to find out?
No one really knows what
is going to happen.
Hypothesis
Learning Learning
MVP/ experimental approach
Requirements
Requirement led approach
Your customers can help you to experiment

25. @chudders
20,000
Additional site
visitors per month
80%
cases solved to date
¤1.8m
compensation
claims to date
cxpartners have done wonderful
work that has touched the core
of the company
HEAD OF UX

26. @chudders
Here’s an idea
…6 steps to customer driven digital transformation

27. @chudders
WHY
HOW
WHAT
1. Decide on your mission and purpose

28. 2. Map out the user experience
An experience map shows your customers’ experience with
your company from end-to-end. It highlights pain points
and opportunities for improvement. It compares your
offering against your competitors. It provides a framework of
customer insight from which to drive innovative and
performance-enhancing change.

29. How ? Speak to people !
The only people who can help you to develop leading
products and services are those who experience them.

30. @chudders
Where is the journey
broken for customers?
What are people trying to
do?
How to people’s emotions
change along the journey?
Where are the competition
beating us?
Where are the key
moments in the journey?
3. Identify the key problem areas to fix
Where are our business
processes broken?

31. BETA 1.0 2.0
Online photo
management and
sharing
Share, organise and
express yourself
through photos
A brand for visual
expression and
exploration
NEW
FEATURES
Upload
Store
View
Tag
Share
Contacts
Interestingness
Organiser
Geo-tagging
Order prints
Blog integration
Mobile app
Events
Travel groups
Local
Free accounts
Premium accounts
Printing
Advertising
Partnerships
Licensing fees
Granular
Focus
Clear
Scope
Can be
spec’d
In-
flexible
Wider
Focus
Can be
story-
boarded
Loose
Scope
Some
Flexibility
Flexible
High Level
Broad Scope
User
needs
can be
described
NOW NEXT FUTURE
4. Create roadmap to prioritise work & guide transformation
With a clear view of customer needs, you can start to build a
roadmap that helps to answer questions such as:
What delivers value to customers, value to the business and
fits with the technical and operational capability?
How do you move services from ‘set the direction’ to ‘build
capability’ to ‘deliver at scale’?

32. 5. Transform ‘little and often’
We believe that if we do X
then Y will happen.
So what is the minimum
we need to do to find out?
Hypothesis
No one really knows what
is going to happen.
Learning
via
customer
research
Learning
via
customer
research
@chudders

33. 6. Adopt an experimental mindset and make stuff quickly!
@chudders
41 2 3
Discover Alpha Beta Live
Learn about user and
business needs and
understand
constraints.
Prototyping an early
solution with a small
group of users.
Build a version of the
service that can be
tested with a wider
group of users.
Iterating on the live
service based on
further testing and
data.
Build the right thing Build the thing right

34. Thank you !
@chudders