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

HELLO. I AM DANNY.

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

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

WHY IS DIGITAL
TRANSFORMATION SO
RELEVANT?

TECHNOLOGICAL ADVANCES

MILLENIALS

BRAND EVOLUTION

EFFICIENCY

WHAT IS DIGITAL
TRANSFORMATION

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

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

THE IMPACT OF DIGITAL
TRANSFORMATION

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

“…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

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

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

OUR DIGITAL TRANSFORMATION
PRINCIPLES

Develop a DT focused culture
PEOPLE1/6

Set a vision
We choose to go to the moon

Create alignment
Nominate your internal ambassadors

Build pinnacles
Start with ‘why’ to articulate the mission

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

The lean way
APPROACH2/6

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

Research edge cases
Expand your horizons by promoting accessibility

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

“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

Knowledge is power
INTERNAL LEARNING3/6

Empower your team
When transforming, clarity and understanding is pivotal

Educate via entertainment
Integrate HR into your digital transformation

Invest in the supply chain
From contractors to service providers

"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

Marketing
SPREADING THE WORD4/6

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

Connectedness is what sells
Think about how connections aid brand awareness

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

“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

User experience
Focus on the user5/6

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

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

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

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

An agile mentality
Execution6/6

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

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

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

CONCLUSION

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

@CYBERDUCK_UK
THANKS FOR LISTENING
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