Digital Transformation is not about applying the latest trending technology to your company’s value proposition out of fear of falling behind. Instead, it’s an overarching strategy with measurable milestones for reshaping the way that the business runs in order to provide a better customer experience. This requires senior leadership, product owners and cross-functional teams to evolve their corporate culture into one where collaboration, rapid experimentation, and process optimization is the norm. This talk provides a theoretical foundation along with practical techniques for the implementation of real Digital Transformation.

1. “Digital Transformation: Going Beyond Buzzwords”
JaimeLevy.com@JaimeRLevy

2. Thirty years of evolving resume job title updates…
eaker, author, UX Strategist!
interaction designer, UX desig
esigner, information architect,
st, interface designer, interactiv
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3. A year ago, I got an inquiry about my UX Strategy consulting services
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4. During the Skype call, I noticed that this VP had badass tattoos
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5. He worked for a human data science company in the healthcare sector
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6. He then offered me a one-year Digital Transformation project
1. Predominantly remote,
2. 20 hours a week,
3. for $250 an hour!!!
TERMS
PROBLEM: But WTF is DIGITAL TRANSFORMATION?
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7. So like a good American, I started watching TV commercials
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8. Wait, it gets worse
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9. And then it gets all dystopian
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10. We can even go to a Digital Transformation conference!
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11. I even got a certificate in it by completing a 47-minute online class.
@Jaime
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12. Conversion of analog or physical
information to digital format.
Let’s start with how the term evolved
Digitization
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13. Use of digital technologies to
enable or improve business
models and processes
Then came this…
Digitalization
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14. Coordinated digitalization change
efforts at scale, diffused through
all aspects of the business
And now we are here…
Digital Transformation
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15. And then I did a deep dive into books on DIGITAL TRANSFORMATION
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16. And there were so many books, I just read the ones with blue covers
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17. But this one by author Lindsay Herbert is the BEST book of the batch!My first favorite: Lindsay Herbert’s book
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18. Bridge the gaps between your
company, the people it’s meant to
serve, and the changes happening
around it.
Lindsay Herbert’s BUILD framework: Stage 1
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19. Uncover your company’s hidden
barriers, useful assets, and needed
resources to plan and prioritize it’s
routes to transformation.
Lindsay Herbert’s BUILD framework: Stage 2
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20. Iterate in short cycles, test with real
users, and improve as you go to know
which innovations can scale.
Lindsay Herbert’s BUILD framework: Stage 3
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21. Leverage successes to access greater
resources, influence, and space to
scale new solutions, ways of working
and the innovation mind set.
Lindsay Herbert’s BUILD framework: Stage 4
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22. Disseminate new innovations and
ways of working systematically to make
thriving in changing environments the
new business as usual
Lindsay Herbert’s BUILD framework: Stage 5
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23. For Digital Transformation, three areas have to be tackled
1. Business model: How revenue is generated,
and how customers are acquired and retained
2. Customer experience: Core products and
services, and the processes by which customers
transact and engage with you
3. Internal processes: Ways of working,
operations, analysis, and decision making
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24. Types of Processes that could be Optimized:
1. Functional: Processes that facilitate internal
operations and external transactions
2. Decision Making: The rules and methods used
to trigger and make decisions
3. Ways of working: The approaches used to
produce any output
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25. But this one by author Lindsay Herbert is the BEST book of the batch!My other favorite: David Roger’s book
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26. @JaimeRLevy

27. Digital Transformation Case Study
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28. @JaimeRLevy

29. @JaimeRLevy

30. Value proposition differentials (Netflix)
1. No late fees
2. Easy access (product comes to you)
3. Wider choice
4. Personalized recommendations
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31. @JaimeRLevy

32. Value network differentials (Netflix)
1. Subscription pricing model
2. E-commerce website
3. Data assets and recommendation engine
4. Warehouse and mail distribution system
5. No retail costs!
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33. @JaimeRLevy

34. @JaimeRLevy

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36. So back to my story about badass tattoos and a Digital Transformation project opportunity
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37. #1 - Build out a UI component library and UX template framework
* For confidentiality reasons, this above example is actually from Smashing Magazine’s story on General Electric
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38. #2 Look across all product offerings for overlapping customer goals
ONLINE RESEARCH STUDY
1.Create provisional personas based on different job roles using
assumptions gathered during the workshop.
2.Recruit professionals from LinkedIn who match the personas and
interview them via video conferencing.
3.Validate (or invalidate) if the customer segments have overlapping
needs and goals with respect to the software they frequently use
(especially with data).
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39. #3 Create rapid prototypes with futuristic concepts and technologies
* For confidentiality reasons, these examples are USC student prototypes used with their permission @JaimeRLevy

40. #4 Bench-mark both direct competitors and “challengers” at a PLATFORM-LEVEL
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41. Low
BuyerValue
D
rug
D
iscovery
Pre
C
linicalTrials
PatientR
ecruit&
TrialO
pt
Pharm
acovigilanceM
anufacturingM
arketA
ccess
R
egulatory
Subm
ission
Launch
R
eadiness
Sales
Forces
D
igitalM
arketingM
edicalLiason
C
om
pliance
ServicesA
dverse
Events
R
ealW
orld
Evidence
High
#5 Look for opportunities for disruptive business models across the value chain
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42. #6 Create a rollout plan for scaling innovations with an iterative team model
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43. But Digital Transformation requires an organizational CULTURE SHIFT
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44. Successful Digital Transformation examples
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45. Are you interested in moving beyond product design work?
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46. People in Boston with “Digital Transformation" job titles
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47. “Digital Transformation" jobs currently listed in Boston
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48. Sample job description (notice the overlap with UX strategy and design)
Essential duties and responsibilities
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49. Who knows if today’s buzzword…
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50. …will be your next job title?! @JaimeRLevy

51. “Digital Transformation: Going Beyond Buzzwords”
#ThankYou
JaimeLevy.com