Digital Transformation Adding value to the customer experience - - PowerPoint PPT Presentation

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Digital Transformation Adding value to the customer experience - - PowerPoint PPT Presentation

Apr 02, 2023 293 likes •635 views

Digital Transformation Adding value to the customer experience Chris Cherrett Digital Service & User Experience Designer chrischerrett.uk hello@chrischerrett.uk @chrischerrett 3.64 Source: GWI, Feb 16 What is Digital Transformation?

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chrischerrett.uk hello@chrischerrett.uk

Digital Transformation

Digital Service & User Experience Designer

@chrischerrett

Adding value to the customer experience

Chris Cherrett

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3.64

Source: GWI, Feb ‘16

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What is Digital Transformation?

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Digital

new websites ecommerce likes retweets

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Digital

Competence Usage Literacy Transformation

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new websites ecommerce likes retweets

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Digital usage inherently enables new types of innovation and creativity

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Land of Irrelevance Land of Irrelevance

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Example #1

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  • Launched in 2009
  • Present in 63 countries
  • Doesn’t own a single car
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According to 27% of senior executives, digital transformation is “a matter of survival”

Source: Session Cam, April ‘17

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Source: “Defining digital, technology's current tower of Babel”, accenture.com

Thinking of digital as a set of technologies or platforms limits potential to the instrument, rather than it’s application

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To improve the customer experience and add value Consumers want experiences, not things

Source: “Not just millennials”, adage.com

Goal? Why?

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How to adapt to Digital Transformation?

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A design journey that aligns customer goals with technological capabilities

Understanding

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User Centered Design

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Companies ”doing digital”

Companies focusing on the goals of the customer, solving their problem

  • r improving their experience by

considering how the role of digital has changed traditional consumer behavior or attitudes; discovering how customers engage with or utilise services and products through evidence based research, adding value by doing so and ultimately improving performance and often reducing business costs.

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A problem-solving process that also tests the validity of assumptions

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It doesn’t have to be a huge endeavor

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4 principles…

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Principle #1

The solution is based upon an explicit understanding of customers and tasks, not subjective familiarity.

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Customers are involved throughout design and development.

Principle #2

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The process is iterative.

Principle #3

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The design process addresses the entire user experience.

Principle #4

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Example #2

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youtube.com/watch?v=46v4uF3-1G4

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How can you add value to your customer’s experience?

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Stages of Transformation

Understand Conceive Design Develop Launch

Strategise Optimise Assess

  • Understand user goals
  • Inspire new ideas
  • Discover opportunities
  • Inform strategy
  • Improve/refine
  • Reduce execution risk
  • Measure success
  • Feed back into strategy

What shall we do? How shall we do it? How well did we do?

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Understand

How do your customers behave? What do your customers believe?

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chrischerrett.uk/start

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chrischerrett.uk hello@chrischerrett.uk

Digital Service & User Experience Designer

@chrischerrett

Thank you

Chris Cherrett