The term digital transformation has been bandied about too much, covering everything from business transformation, the creation of efficiencies and new websites to playing with new digital platforms. In reality, it’s business transformation – but with a focus on customers and stakeholders with digital technologies as the catalyst for change. Success is determined by an organisation’s ability to unite and empower their people, processes and products. Only this will generate customer-centric experiences that perform effectively. Danny’s talk explores Cyber-Duck’s top tips for successful digital transformations, drawing on his experience guiding clients through risks and opportunities.

1. DEMYSTIFYING
DIGITAL TRANSFORMATION
B2B Marketing Ignite, London, UK: MarTech Stream
Danny Bluestone

2. HELLO. I AM DANNY.

3. Introducing Digital Transformation
Why is DT relevant?
What is DT?
What impact does it have?
Our Digital Transformation Principles
1. People and culture
2. The lean way
3. Internal learning
4. Spreading the word
5. User experience
6. Agile thinking
Takeaways
TODAY

4. BUSINESS TRANSFORMATION VS DIGITAL TRANSFORMATION
EFFICENCY
BUSINESS
TRANSFORMATION COSTSPROCESS
TECHNOLOGY
USER CENTRED
CULTURE
MARKETING
TECHNOLOGY
PROCESS
BRAND
DIGITAL
TRANSFORMATION
User experience research,
architecture and design
People focused
performance
Strategy, analytics and
optimisation
Progressive web
application and system
development
Project management
and agile operations
Vision and platform
development
Copyright Cyber-Duck Ltd

5. WHY IS DIGITAL
TRANSFORMATION SO
RELEVANT?

6. TECHNOLOGICAL ADVANCES

7. MILLENIALS

8. BRAND EVOLUTION

9. EFFICIENCY

10. WHAT IS DIGITAL
TRANSFORMATION

11. Digital transformation is ‘user focused’ business
transformation. Its purpose is to be a catalyst to
brand, efficiency and people initiatives*
*technology is an enabler
WHAT IS DIGITAL TRANSFORMATION

12. Digital transformation requires a lot of energy to get
right and needs three human ingredients:
Boldness, Inclusiveness and Grit
WHAT IT TAKES TO GET IT RIGHT

13. THE IMPACT OF DIGITAL
TRANSFORMATION

14. It affects everyone from leadership, sales,
marketing and legal all the way to HR,
finance and our suppliers.
Oh, and the customer…
WHO IT IMPACTS

15. “…Usually, you have to run everything the through legal,
operations, and IT — that’s where the quality usually
stops but those groups were involved from the beginning
and cared passionately about the guest experience.”
VIRGIN AMERICA

16. It is very easy to start but selecting the
right people and partners is hard.
WHO SHOULD DRIVE DIGITAL TRANSFORMATION

17. Part of the design process should include
the assessment of risks and opportunities.
WHO SHOULD DRIVE DIGITAL TRANSFORMATION

18. OUR DIGITAL TRANSFORMATION
PRINCIPLES

19. Develop a DT focused culture
PEOPLE1/6

20. Set a vision
We choose to go to the moon

21. Create alignment
Nominate your internal ambassadors

22. Build pinnacles
Start with ‘why’ to articulate the mission

23. "It's no longer the big beating the small,
but the fast beating the slow.”
- Eric Pearson, CIO, CIO, International Hotel Group (IHG)

24. The lean way
APPROACH2/6

25. Create bold experiments
Create ‘validated products’ and learn through the data

26. Research edge cases
Expand your horizons by promoting accessibility

27. Start with low fidelity
Less is more; start out with a trial to see if it works

28. “It is not the strongest of the species that survives,
nor the most intelligent that survives. It is the one
that is the most adaptable to change.”
Charles Darwin

29. Knowledge is power
INTERNAL LEARNING3/6

30. Empower your team
When transforming, clarity and understanding is pivotal

31. Educate via entertainment
Integrate HR into your digital transformation

32. Invest in the supply chain
From contractors to service providers

33. "If the rate of change learning outside your
organisation is faster than the rate of change
learning inside, you’re already dead.”
Jack Welch, CEO of General Electric between 1981 and 2001

34. Marketing
SPREADING THE WORD4/6

35. The growth hacker’s mindset
Build a product that people with an active community

36. Connectedness is what sells
Think about how connections aid brand awareness

37. Leverage AI capabilities
Voice search will conquer 50% of all search by 2020

38. “I believe the guiding star for marketing, and
digital, for 2017 will be: Focus… Businesses want
growth, brands want saliency in a cluttered
landscape, but there is not the money to ‘throw a lot
at the wall and see what sticks’ so focus has to be the
answer.”
Ashley Friedlein @ Econsultancy

39. User experience
Focus on the user5/6

40. ≈
Plan cohesive user journeys
A solid UX architecture is core to digital transformation

41. Uncover the gems
Act like a detective to understand what makes users tick

42. Test many variations
Instigate a culture of split testing
10.7%
conversion
Original design
Winning variation - 4.2% increase in sales
6.6%
conversion

43. “A picture is worth a thousand words. An interface
is worth a thousand pictures.”
Ben Shneiderman, Designing the User Interface, 1986

44. An agile mentality
Execution6/6

45. ≈
Sprint your way to success
Use sprints to test concepts or features quickly

46. Chief Digital Officer
VP of
Disruption
VP of
Hype
VP of
Buzzwords
Director of Strategy
Director of
Ambiguity
Director of Shiny
New Things
Director of
Overpromise
Manager of Business
Results
≈
Narrow down the focus
Build an organisation with functional responsibilities

47. “Success is not delivering a feature, it is learning
how to solve the customer’s problem”
Eric Ries, The Lean Startup

48. CONCLUSION

49. CONCLUSION
1. Develop a vision, create alignment and a ‘can do’ culture
2. Experiment and research edge cases, but start small
3. Create pinnacles and broadcast them to everyone
4. Make your DT connected to influencers and new tech
5. Don’t ponder too long about sprints, they can ideate prototypes
6. Remember that DT never ends, it is an ongoing process

50. @CYBERDUCK_UK
THANKS FOR LISTENING
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