Here I exercise the concept and definition of Digital DNA, showing by example cases of analog vs digital companies. I also describe the 5 elements that make-up a Digital DNA.

1. São Paulo & London
May 2015
Fabricio Dore
Digital
DNAConcept & Definiton

2. 10% of the
world’s photos
were taken in the
last 45 days.
Source: Future of the Latam Banking Experience, Brett King, 2014.

3. 79 million #selfie
on Instagram.
(Even the Pope).
Source: http://www.wired.com/2014/02/explore-world-selfies-new-data-visualization-tool/ (2014)

4. 76% of all mobile
phones in Brazil
are smartphones.
Source: IDC (2014)

5. 58% of CEOs still
think Digital is a
major challenge.
Fonte: http://www.forbes.com/sites/gilpress/2015/02/27/new-pwc-survey-ceos-embrace-digital-transformation/ (2015)

6. A short bio.

7. UFRJ, Umeå, IDEO, Itaú, Huge.

8. Foto no hospital

9. Foto no hospital

10. Foto da ford

12. Agenda.
1 Analog vs Digital Companies.
2 Digital DNA.
3 Transforming a Bank.

13. Analog vs Digital
Companies.

14. Analog

15. IKEA
Retail

23. HSBC
Financial Services

25. Hertz
Mobility

30. P&G
Consumer Products

32. Fonte: http://www.retailwire.com/discussion/17883/does-p-and-g-need-retailers-anymore
$19.22 ($18.26)
Amazon
$19.22 ($18.26)
Target
$19.99
P&G eStore

33. Sainsburys
Supermarket

35. “The grocery retailers are feeling the
heat from British consumers switching
from a weekly shop in a supermarket to
smaller shopping trips across
supermarkets, convenience stores and
online.”
Source: http://www.telegraph.co.uk/finance/newsbysector/epic/sbry/11585124/Sainsburys-falls-to-first-loss-for-a-decade.html

36. Natura, Abril, Itaú, Folha de São
Paulo, NYT, New Jersey Transit,
BMW, Novartis, Bayer CropScience,
Broadway, Walmart, Staples…
Companies facing the challenge.

37. Retail, Financial Services, Mobility,
Consumer Products, Supermarket,
Hospitality, Pharma…
Industries affected.

38. Digital

44. 44
Characteristics of a digital company.
Technology as the foundation of
UX and Business, Customer-
centered, Real Time, Transparent,
Desintermediation, Marketplace,
Remove Friction, Rethink the Entire
Experience, Mobile First.

45. Digital DNA.

46. It’s much more than having an app.

47. It’s much more than having a
marketing campaign about Digital.
47

48. It’s about technology: Data, Back-end,
Front-end.
48

49. It’s about the connection of strategy
and execution.
49

50. Digital DNA is the combination
of organizational, human and
technological factors that
make-up a Digital Company.

51. 51
5 Elements of the Digital DNA
Organizational
Design
1
People
Management
Leadership Technology
Platform
User
Experience
5432

52. Organizational Design
Distributed decision making and
responsibilities in flexible org
structures.
1
1

53. “Research shows that every time the size of a city doubles,
innovation or productivity per resident increases by 15 percent. But
when companies get bigger, innovation or productivity per employee
generally goes down.
So we're trying to figure out how to structure Zappos more like a
city, and less like a bureaucratic corporation. In a city, people and
businesses are self-organizing. We're trying to do the same thing by
switching from a normal hierarchical structure to a system called
Holacracy, which enables employees to act more like entrepreneurs
and self-direct their work instead of reporting to a manager who
tells them what to do.”
– Tony Hsieh, CEO da Zappos
Fonte: http://www.zapposinsights.com/about/holacracy
Holacracy

54. Lean Startup (as team building)
“Within companies the power has
shifted as well. Individuals and
small teams can have a massive
impact.”
- Eric Schmidt, ex-CEO Google

55. People Management
Recruiting, evaluation, development
and retention of Smart Creatives*.
1
2

56. “They are intellectually versatile,
typically combining technical depth
with business savvy and creative
flair.”
How Google Works: Smart Creatives.

57. Leadership
Distributed, based on inspiration,
influence and mentorship.
1
3

58. Fonte: https://hbr.org/2014/01/ideos-culture-of-helping/ar/1
HBR: IDEO’s culture of helping.

59. Technology Platform
Is the foundation to deliver and
create value. Technology is
strategy.
1
4

61. User Experience
The power is on the customer’s
hands.
1
5

62. Transparent: Audible

63. Control: AO.com

64. Friction-less: 99Taxis

65. Smart: Nest

66. Simple: Moven

67. Transforming a
bank.

68. Biggest transformation in financial
services in the last 4000 years.

69. 32%
bank’s revenues will
be at risk by 2020.
Source: Accenture (2014)

70. Millennials are questioning the role
of banks.
71%
Prefer to go to
the dentist
instead of their
banks.
33%
Believe they
don’t need a
bank for
anything.
73%
Would prefer to
bank with
Google,
Amazon, etc.
Source: http://www.millennialdisruptionindex.com/ (2014)

71. Customers are already digital.
Source: Itaú (2014)
74 70
62 58 57
47
42
26 30
38 42 43
53
58
2008 2009 2010 2011 2012 2013 2014
% of Volume of Transactions at Itaú Unibanco (2008-2014):
Canais Tradicionais (TCX, ATM, Telefone) Canais Remotos (Internet e Mobile)
Where were you this
day?

72. Customers know what to use social
media for.
120%
Source: Itaú (2014)
Increase in
customer service
via social media.

73. 2011-2015
Head of Digital Innovation
24-37 dedicated team.
+15 projects in tandem encompassing
from strategy to delivery.

74. 96k
FTEs
6,5mil
FTEs in IT
+20bi
Net Income
(2015, BRL)

75. Digital Channels Digital Bank

76. Site
Customer-centered.

77. Mobile first.

78. Multiple digital touchpoints.

79. Transforming from inside-out.

80. Each and every
business is now
Digital.
Even if they don’t know or don’t want to
accept it.

81. Q&A

82. Obrigado!
@superfab
fabricio.dore@gmail.com
fabriciodore