From the sharing economy to the internet of things, digital transformation has become a reality. It is impacting society at every level: from consumer behaviour through to reshaping entire industries. The challenge for many senior business leaders is knowing how to make digital transformation a success in their own organisation. In this new Precedent seminar, we will show the way. - The seminar will explore what digital transformation really means and how organisations can build real business value from it. - We will make sense of the many moving parts required for a successful implementation. We will take you through the business processes, from creating a powerful user-centred digital strategy through to integrating assets deep into your organisation. - We will provide guidance for both board-level decision makers and delivery leads on the why, when and importantly, how, digital transformation can prepare an organisation for future success. - The seminar will share tips on getting the most out of your agency partners, what questions you need to ask during the digital transformation process and ultimately, how you can generate real business value. - By the end of the seminar, you will be inspired with new ideas for transforming your organisation, examples of what success looks like and you will be provided with practical insights on how to make your own digital transformation a success.

1. SHARING SUCCESS:
THE ANATOMY OF
A DIGITAL PROJECT
Cory Hughes
DIGITAL EXPERIENCE DIRECTOR
Tim O’Donnell
OPERATIONS DIRECTOR

2. AGENDA:
PRINCIPLES
PERSONAL
PRACTICE
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3. PART ONE:
PRINCIPLES
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4. WHAT IS
DIGITAL?
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5. WHAT IS
DIGITAL?
IN-HOUSE:
– Websites
– Tablet&mobile
– Socialprofiles
– Blogs&articles
EXTERNAL:
– Contentsyndication
– SEO&SEM
– Socialmarketing
– Onlinecampaigns
PHYSICAL:
– Digitalsignage
– Digitalkiosk
– Virtualguide
– Virtualhost
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6. LOTRANSFORMATION
EVERYONE
ES
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7. WHAT IS
DIGITALTRANSFORMATION?
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8. Evolving an organisation’s ways of
working in order to continue
delivering its mission in the face of
changing technology, competition,
audience need and behaviour.
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9. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
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10. @precedentcomms #precsem

11. @precedentcomms #precsem
26 YEARS
+100 EXPERTS IN
DESIGN, TECH,
STRATEGY & UX
6 LOCATIONS
PRECEDENT.COM

12. @precedentcomms #precsem
DIGITAL
STRATEGY
WEBSITES,
TABLET & MOBILE
DIGITAL
TRANSFORMATION
PRECEDENT.COM

13. Evolving an organisation’s ways of
working in order to continue
delivering its mission in the face of
changing technology, competition,
audience need and behaviour.
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14. Old thinking;
competition
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15. @precedentcomms #precsem

16. New thinking;
incremental gains
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17. WHERE DO I
START?

18. START WHERE
YOU ARE

19. Long-term
Partnership
Sussex
Strategy-led
SHU
360 Research-led
Aberdeen
CX-led
Monash
Proof of Concept-
led
UWA
Guerrilla-led
Greenwich
Resource-led
Gloucestershire
Problem solving-
led
EBS
User research-led
Sunderland
10 Higher Education responses to
Digital Transformation

20. START WHERE
YOU ARE

21. START WHERE
YOU ARE

22. MAKE IT
PERSONAL

23. PART TWO:
PERSONAL
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24. There’s no fixed
playbook
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25. Understand your
goals
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26. DISCUSSION TIME:
WHAT’S YOUR
&WHATARETHEBARRIERS?
VISION
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27. PART THREE:
PRACTICE
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28. THE ANATOMY OF A
DIGITAL PROJECT
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29. @precedentcomms #precsem
GETTING DOWN TO BUSINESS
UNDERSTAND YOUR AUDIENCE
CRAFT THE EXPERIENCE
MAKE IT A REALITY
EVOLVE THE CONVERSATION

30. GETTING DOWN TO
BUSINESS
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31. GETTING DOWN TO
BUSINESS
o Getting underneath your organisation’s drivers
and objectives
o Identifying what is truly achievable
o Acknowledging and understanding any existing
constraints
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32. GETTING DOWN TO
BUSINESS: TOOLS
o Digital SWOT analysis
o Expert reviews
o Stakeholder maps and RACI matrices
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36. To define a digital vision for the
University; to ensure that this is
embedded in University strategy,
and to help assess what people,
systems and processes are
necessary to deliver this vision.
University of Aberdeen

37. University of Aberdeen

38. GETTING DOWN TO
BUSINESS
o Develops a value-focussed business roadmap
o Optimises investment with clear measures
o Provides identification of competitive advantage
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39. UNDERSTAND YOUR
AUDIENCE
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40. UNDERSTAND YOUR
AUDIENCE
o Solves real problems and identifies low-hanging fruit
o Discovers a user’s scenarios, emotional state and
environment at key touchpoints with you
o Removes reliance from outdated demographics e.g.
‘young people’
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41. UNDERSTAND YOUR
AUDIENCE: TOOLS
o ‘3 dot’ audience prioritisation
o Qual and quant research techniques: surveys, interviews,
focus groups, contextual observations
o Persona development (critical tasks and pain points)
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50. UNDERSTAND YOUR
AUDIENCE
o Quantifies opportunities to deliver
competitive advantage
o Provides real world examples for replication
across the business
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51. CRAFT THE
EXPERIENCE
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52. CRAFT THE
EXPERIENCE
o Whole team approach – design, process and
development
o Validate quickly with users directly
o Focuses on solving the right problem
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53. CRAFT THE
EXPERIENCE: TOOLS
o ‘Post-it note’ information architecture
o Lo-fi, paper and browser prototyping
o Refining and removing content
o Visual design flow and mood-boarding
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59. CRAFT THE
EXPERIENCE
o Reduces the risk of errors in final design
and development
o Enables optimisation of customer experience
without costly revisions
o Allows wider input to verify concept at an early stage
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60. MAKE IT A
REALITY
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61. MAKE IT
A REALITY
o Deciding what goes under the hood
o Considering integration points
o Extending your reach and ensuring results
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69. EVOLVE THE
CONVERSATION
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70. EVOLVE THE
CONVERSATION
o Deepening your ability to measure and monitor success
o Ensuring continuous improvement and senior buy-in
o Developing a fail-fast mentality to all digital initiatives
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71. EVOLVE THE
CONVERSATION: TOOLS
o Customer feedback surveys
o Continued program of user testing
o Competitor analysis and benchmarking
o Brand recognition and awareness surveys
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72. Monash University

74. EVOLVE THE
CONVERSATION
o Sustainable growth of customer acquisition
and retention
o Deepened insight into customer needs, wants
and the purchase lifecycle
o Continued competitive advantage
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75. WHAT DOES IT ALL
MEAN?
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76. IT’S NOT A PLAYBOOK
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77. HIERARCHY OF
HUMAN NEEDS:

78. HIERARCHY OF
HUMAN NEEDS:

79. START WHERE YOU ARE

80. START WHERE YOU ARE
UNDERSTAND YOUR GOALS

81. START WHERE YOU ARE
UNDERSTAND YOUR GOALS
MAKE THE CHANGES THAT
YOU NEED TO SEE

82. MEANINGFUL IDEAS,
INTELLIGENTLY DELIVERED.
”
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83. QUESTIONS &
THANK YOU.
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