apidays LIVE Paris - Responding to the New Normal with APIs for Business, People and Society December 8, 9 & 10, 2020 APIs & the three pillars of digital transformation Alianna Inzana, Senior Director, Product Management at SmartBear

1. 1
APIs & the
Three Pillars of
Digital Transformation

2. 2
Digital Transformation from the Inside Out
Alianna Inzana
API Testing & Virtualization
| Different in a Digital Business
| 3 Pillars of Digital Transformation: 2014 vs 2020
| Digital Transformation: COVID
| Operations
| Employee Experience is Really DX: Fight Me

3. 33
90% of CEOs believe the digital economy will
impact their industry, but less than
15% are executing on a digital strategy
— MIT Sloan & CapGemini
|

4. 44
Digital Transformation (DG) thru Projects Great & Small
Rapid-Cycle Innovation Projects
• Giant, transformational
projects – impacting all or
most of an enterprise
• Focus on fundamental
changes: technology, culture,
policy
Marquee DG Projects
• Business-led modernization
of workflows – within or
across depts or workgroups
• Focus on business agility:
quick wins and iteration

5. 55
Digital Transformation: Impacts to Your Organization
Who led the Digital Transformation
of your organization?
CEO
COVID-19
CTO

6. 6
Genesis: Three Pillars of Digital Transformation - 2014
Customer Experience Operations Business Models
• Transforming how
organizations
understand their
consumer
• Expanding consumer
touchpoints
• Automating processes
which were previously
manual and labour-
intensive
• Enabling collaboration
across teams and
legacy silos to deliver
value
• Adding digital layer to
existing business
• Creating new digital
business – to
complement
traditional go-to-
market channels
G. Westerman, D. Bonnet, “The New Elements of Digital Transformation”, MIT Sloan Mgmnt Review, Nov 2020. https://sloanreview.mit.edu/article/the-new-elements-of-digital-transformation

7. 7
New & Improved: 3 Pillar Sandwich of Digital Capability - 2020
Customer Experience Operations Employee Experience
• Experience Design
• Customer Intelligence
• Emotional Engagement
• Core Process
Automation
• Connected & Dynamic
Operations
• Data-Driven Decision
Making
• Augmentation
• Preparing for the
Future
• Flexible Workforce
Business Model
Digital Platform
G. Westerman, D. Bonnet, “The New Elements of Digital Transformation”, MIT Sloan Mgmnt Review, Nov 2020. https://sloanreview.mit.edu/article/the-new-elements-of-digital-transformation

8. 88
Every digital transformation is going to
begin and end with the customer...
- Marc Benioff, Co-CEO, Salesforce
|

9. 99
Delivering Exceptional Customer Experience is API-Driven
Amazon, 1995 Amazon, 2020
• Experience Design is no
longer entirely UI-centric:
• Use of Voice Assistants for
shopping – underpinning
that experience are AI/NL
APIs that interpret users
requests and respond to
them.

10. 1010
Build Loyalty Through Customer Intelligence
Sephora Virtual Artist App
• Customer Intelligence – connecting
customer data across multiple platforms
and experiences and using that data to
augment or replace physical experiences
• Emotional Engagement – an emotionally
engaged customer is 52% more valuable
than a highly satisfied customer

11. 1111
A company can seize extraordinary
opportunities only if it is very good at
the ordinary operations
- Marcel Tellus
|

12. 12
Operational Transformation Requires Integration
| Core Process Automation: manufacturing execution,
autonomous warehousing, automation basics
| Connected & Dynamic Operations: optimizing
hardware, models, and process via the “Digital Twin”
is possible through API virtualization
| Data-driven Decision Making: integrating data from
across the company in real-time

13. 1313
Contract-driven Testing…now with Drones 
Construction Monitoring and Reporting using Drones and Unmanned Aerial Vehicles (UAVs)
Cost Savings
Schedule Compression
High Quality
Design & Construction
Completed Project much more
closely aligned w/ Design Intent
Eliminated need for
As-Built Drawings

14. 1414
“Documentation is a love letter
that you write to your future self.”
- Damian Conway|

15. 15
| Augmentation: enhancing employee
productivity or safety through
technology
| Future-readying: democratizing access
to training, mentorship, learning new
skills – and creating new digital
opportunities for learning
Employee Experience is Developer Experience (DX)

16. 16
API Governance Improves Operational Time-to-Value
• API standardization is the act of designing
consistent methods across all APIs, particularly
if they belong to the same entity.
• API standardization is key to creating efficiency
and interoperability.
• Standardization enables organizations to create
digital platforms for standardized API product
discovery, application testing, and developer
collaboration

17. 17
| Flexforcing: Organizations engage
with workers in the gig economy
(up to 43% of the US workforce,
Bureau of Labor Statistics BLS
projections) where APIs mediate
those marketplaces, and
contribute to resilience in staffing
APIs Power the Gig Economy

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“In programming, the hard part isn’t solving
problems, but deciding what problems to solve.”
- Paul Graham
|

19. 1919
Digital Transformation from the Inside Out
• Digital Enhancements: still can be additive to more
traditional business models
• Information-based Service Extension: combining
product (traditional business model) and
services/data, both for customer satisfaction and
profit
• Digital Platforms: Core, external, and data platforms
provide both the infrastructure and analytics that
drive today’s business.

20. 2020
Thank You
Alianna Inzana
API Development Lifecycle Products
@AInzana
linkedin.com/in/aliannainzana