1. Towards a common language to support
digital transformation
Hakim Mendjeli

2. Hakim is a consultant on digital product management,
strategy, proposition development and transformation in
Fintech and retail banking.
He led mobile strategy and product at Lloyds Banking
Group. More recently he was in charge of digital strategy
and propositions for small business at RBS.
He is also CEO @Diune, makers of Piktures, the best
way to enjoy your photos on a smartphone, and founder
@FrenchDigital

3. Translation
One of the CIOs role is to
help translate business
aspiration into operational
and IT processes and
tools.
3

4. 4
The effective flow of
information, meaning and
understanding is critical
to the success of large
organisations
Information flow

5. The premise
We are struggling to
transform the culture and
the way our organisations
operates

6. 6Problems
Slow
Complex
Misaligned
Poor outcomes

7. 7Observation
The more people involved
the more acute the
problems

8. 8Some root causes?
We assign different
meanings to the same
words and concepts
We use jargon and an
overly technical
language
We use language that
hide what we don’t
know

9. Exhibit A: Innovation

10. 10Key questions?
What is innovation, is it
an end in itself?
What is its purpose for
your organisation?
How should you
evaluate it?
Evolution or revolution?
sustaining vs disruptive
innovation

11. Purpose?
We want to be perceived
as an innovative
organisation in order to
create internal and
customer facing PR

12. Purpose?
We want to evaluate new
technologies and
practices to improve our
existing banking offering

13. Purpose?
We want to evaluate
technologies and
practices that might
create new business
models

14. Purpose?
We want to stay close to
the FinTech ecosystem in
order to evaluate
potential threats

15. Measures?
What have you learned
during this innovation
process that will make a
material difference in
future decisions?

16. Measures?
Should you talk about learn
fast rather than fail fast?
After all learning is the
outcome and failing the
mean

17. The Innovator’s dilemma
Clayton Christensen
Evolution vs Revolution
and why revolution can
be created in the normal
corporate structure

18. Exhibit B: Strategy

19. What people think
“Do we have a strategy?”
“ I know we have plans
and roadmaps”
“I know we have a high
level vision”

20. Key Questions?
What are you going to
use the strategy for?
Do you have clear
objectives that your
strategy should deliver
against?
What are the questions
that your strategy
should address?
Do you have a
consistent framework to
articulate your strategy?

21. Decisions?
A strategy is a tool to
evaluate the decisions we
make around products and
propositions

22. Communication?
A strategy is a tool to
communicate how we will
achieve our vision

23. Solutions?
Clear objectives?
Metrics to evaluate?
Defined story telling?
Open about
shortcomings?

24. Exhibit C: Customer Centricity

25. “ We try to be customer
centric..but we don’t
always succeed”

26. Questions?
Do you have product or
propositions?
Are you articulating your
initiatives around
customer pain points,
and outcomes rather
than technological
delivery?
Are your metric of
success aligned to
customers outcomes?
delivery time vs end user
experience

27. PR statement - Amazon style
Name the product in a way the reader (i.e. your target customers) will
understand.
Sub-Heading - Describe who the market for the product is and what
benefit they get. One sentence only underneath the title.
Summary - Give a summary of the product and the benefit. Assume the
reader will not read anything else so make this paragraph good.
Problem - Describe the problem your product solves.
Solution - Describe how your product elegantly solves the problem.
Quote from You - A quote from a spokesperson in your company.
How to Get Started - Describe how easy it is to get started.
Customer Quote - Provide a quote from a hypothetical customer that
describes how they experienced the benefit.
Closing and Call to Action - Wrap it up and give pointers where the
reader should go next.

28. Customer Language
Do you use plain english to
communicate your strategy
and proposition? or is it full of
jargon?

29. Voice of the customer
Do you share specific
experiences your customers
have had with your service,
In their own words?
Do your teams see this on a
regular basis?

30. Customer outcomes
Do you roadmap highlight
technical features delivery or
what will be the improvement
in customer outcomes?

31. So, what are you
transforming
into?
For more information or discuss how
I can help your organisation, contact
me at: hakim.mendjeli@4by90.com