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User and Digital Revolution

D96335287ff55cbbfda8cc087058482b?s=47 Paul Boag
February 23, 2017

User and Digital Revolution

Digital has changed the world. But most of all it has changed customer behaviour. That means whatever our sector, our businesses will need to adapt. But how do we do that and what does a digital first company look like?


Paul Boag

February 23, 2017


  1. The User and Digital Revolution

  2. I am a user experience consultant, speaker & author of

    Digital Adaptation. I help companies meet the needs of digital consumers. Paul Boag. Boagworks Ltd LIKES TO BE INTERRUPTED
  3. Lots of buzz around digital

  4. Digital strategy, chief digital officers, digital teams, digital first, digital

    strategy, digital innovation, digital governance…
  5. But… what exactly is digital?

  6. Is it just a set of technologies?

  7. It is about changed consumer behaviour

  8. Have higher expectations

  9. Expect better customer service @Acme. I have a question. 

    Can you help? Posted 10 minutes ago Why haven’t they replied yet?
  10. They have more choice

  11. The customer has a voice Don’t fly British Airways, there

    customer service is terrible!
  12. But isn’t that all B2C? What about B2B?

  13. Buyers in the B2c world are also buyers in the

    B2B world. Scott Bauer, PWC
  14. Buyers are increasingly becoming a younger generation. A generation who

    is used to using products that are easy to use and now they expect that from their B2B solutions. Leo Bley, PWC
  15. By 2018, 67% of the CEOs of Global 2000 enterprises

    will have digital transformation at the center of their corporate strategy. Gartner
  16. There’s no longer any real distinction between business strategy and

    the design of the user experience. The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere. Bridget van Kralingen, Senior Vice President of IBM Global Business Services
  17. 125,000 large organizations are launching digital business initiatives now and

    that CEOs expect their digital revenue to increase by more than 80% by 2020. Gartner
  18. B2B and B2C face similar challenges: — Need online visibility.

    — Desire word of mouth recommendation. — Fear negative online reviews. — Want a wider global audience. — Are increasingly selling based on service and support. — Recognise the value of a good customer experience.
  19. - Increased conversion. - Increased average value. - Improved loyalty.

    - More recommendations. - Lower customer service cost. - More repeat business. - Lower cost of sales. - Improved brand perception. - Improved brand awareness. - Improved offering. - Lower marketing costs. - Lower product development costs. - New product innovations. - Faster to market. - It differentiates. Opportunities of a great digital experience
  20. It differentiates

  21. Threats of a poor digital experience

  22. Uber has successfully challenged an almost monopolistic competitor through a

    superior experience.
  23. Apple refined an entire sector with the launch of iTunes,

    decimating high street music sales.
  24. Investor concern over the threat of new technologies is overstated.

  25. Ultimately digital is about people and not technology. It is

    about better serving the connected customers. Brian Solis
  26. 89% of customers have said they will (or have) stopped

    doing business with a company after a single poor customer experience. Customer Think
  27. Opportunities and Threats Exercise

  28. So what needs to change?

  29. You can’t just bolt digital on

  30. Bureaucracies are honed by the past and almost never can

    they deal effectively with the future. Leroy Hood
  31. A bolt on approach has led to some big failures

    Birmingham Council £2.5 million (£2m over budget) Department of Trade and Industry £11.78 per visit $319 million. Set to rise to $677 million.
  32. Transformation is a culture not a project. It doesn’t just

    finish one day.
  33. Re-think business as usual Strategy, Structure and Culture

  34. Creating a digital strategy

  35. Understand your challenges and opportunities

  36. Wrapping service around product What General Electric learned from Uber

  37. 69% of customers say that they feel really good about

    both the company and themselves when they are able to answer a question or solve a problem related to that company on their own. Millennials: Customer, Serve Thy Self
  38. Define and prioritise your goals 1 2 3 4 5

  39. Understand your users Their needs, questions, situation, journey.

  40. None
  41. Empathy Mapping Exercise

  42. None
  43. None
  44. Picture the final user experience

  45. None
  46. Establish some next steps

  47. Building a digital structure

  48. Consolidate, coordinate and collaborate

  49. In, out for something in between

  50. Establish strong leadership

  51. Have a clear mandate

  52. Introduce design thinking The IBM approach to Digital Transformation

  53. Start with a users need I am… I want to…

    So I can…
  54. Prototype and pilot

  55. What could you pilot? Exercise

  56. Build, test and iterate

  57. Minimum Viable Product

  58. Expenditure on digital Effectiveness of site Cost vs Effectiveness Redesign

    project Site begins to damage brand An ongoing investment
  59. Incremental and continual Time Expenditure on digital What we know

    about the user. Launching new website
  60. Nurturing a digital culture

  61. Break down silos

  62. Have clear operating procedures

  63. Create some guiding principles

  64. Embed a culture of talking to users

  65. Encourage digital by default

  66. Incentivise around experience 40 60 50 50 50 80 60

    30 20
  67. Encourage a mantra of ‘always be making new mistakes’.

  68. Next Steps

  69. 1. Understand your digital customer

  70. 2. Find your digital champion

  71. 3. Commission your strategy

  72. 4. Start a pilot project.