Published on March 1, 2016
1. WHATISTHERIGHT DIGITALTRANSFORMATION FORMULA? executive network ENDAVAEXECUTIVENETWORK
2. Digital Transforma/on is no longer a mere strategic advantage in the business ecosystem. Disrup/ve technology-‐enabled start-‐ups are bringing unprecedented change to the marketplace which consequently is driving established companies to adapt and transform themselves. By crea/ng unmatched experiences centred on the user, Digital Transforma/on is reshaping companies into digital businesses, meaning that the essen/al ques/on around the topic isn’t whether or not to undergo the transforma/on, but what’s the right Digital Transforma/on formula for each business? Powered by the exper/se of Jus$n Marcucci, Bradley Howard, Jeremy Mayes, and Steve Bacall, Endava’s “Digital Transforma$on. Not Buzzwords.” events in Atlanta, New York, Frankfurt and London represent an open conversa/on around the core components of a successful Digital Transforma$on, and provide insight into how to begin the journey towards a digitally-‐ powered business future. executive network
3. DISCUSSING PRIORITIES According to our experts, reshaping companies into digital businesses through Digital Transformation requires a clear focus on crea/ng unmatched experiences centred on the user. While some see user experience as a task plan or a list of deliverables, we consider UX to be a philosophical approach that guides the crea/on of a solu/on and governs all design decisions. Since our experts deﬁne UX as an abstract component rather than an exhaustive list, our guests were wondering how we solve the measurability issue while distancing ourselves from more tradi/onal approaches. executive network
4. We are precipita/ng Digital Transforma/on by shiQing the conversa/on away from one ﬁlled with buzzwords to one centred around the user interac/on formula, focusing on op/mal user experience as the core component of digital transforma/on. By focusing on UX, we validate not just the core business model and organisa/onal structure but target technologies, as well, allowing us to trace, measure and /e all development eﬀorts back to quan/ﬁable user goals. executive network DEVELOPING AND FINE TUNING THE FORMULA FOR SUCCESSFUL DIGITAL TRANSFORMATION USER GOAL MESSAGING CALL TO ACTION
5. FINE TUNING IT. TOGETHER. In our experience, and in line with the insights oﬀered by our aUendees, there’s never a single user goal but rather mul/ple goal funnels, with a real poten/al of becoming a challenge for businesses. As a response to this concern, our experts demonstrated how applying the digital transforma/on formula enables the eﬀec/ve mapping of user goals back to business goals by business line, country, regional and global strategies. executive network
6. DIGITALTRANSFORMATION. NOTBUZZWORDS. executive network SOLVEFORTHEUSER TRACE&MEASURE ADAPT&ADJUST FEARLESSLY STARTTHEPROCESS OPTIMAL USEREXPERIENCE COREBUSINESSMODEL VALIDATE: ABOVE ALL ELSE DOCUMENTTHE COMPLEXITY ANDMAP USERGOALS DIGITAL STRATEGY PRODUCT &UI DESIGN AGILE DELIVERY INSIGHT THROUGH DATA ACCELERATE.INNOVATE.MEASURE INM AIM ORGANISATIONALSTRUCTURE TARGETTECHNOLOGIES TODAY 1 MEETWITH CUSTOMERREPS STATEVISIONANDGOALS DESIGNWITHOUTRESTRAINTS FOCUSONUSEREXPERIENCE STARTINNOVATIONCOUNCIL CREATELEANCANVAS LINKCOUNCIL&REPS 2 3 4 5 6 7 MEASURE8
7. To highlight the components and journey to successful Digital Transforma/on, our experts outlined Endava’s eight-‐step Digital Transforma/on process, exemplifying how an itera/ve approach leads to maximum agility and con/nuous improvement, with an emphasis on business beneﬁts throughout. executive network
8. KEY TAKEAWAYS The general consensus among speakers and aUendees was that although Digital Transforma/on can be a challenging process, the transi/on to a usability and user goal-‐oriented business delivered through an agile framework adds trackable, measurable value to a business. Our experts traced the rules that govern the design and the development process, respec/vely, introducing the AIM (Accelerate – Innovate – Measure) concept to address aUendees’ ques/ons regarding adaptability and measurability, providing further insight into how product and UI design, insight through data, agile delivery and digital strategy lead to a successful Digital Transforma/on. As Digital Transforma/on con/nues to be a valuable process and a topic of interest for businesses worldwide, we plan to con/nue the conversa/on through future events that challenge rigid, tradi/onal approaches in favour of advanced, ﬂexible methodologies, sharing ideas and deﬁning best prac/ces. executive network
9. THANK YOU. We would like to thank our speakers, Jus$n Marcucci, Bradley Howard, Jeremy Mayes and Steve Bacall and all those who aUended the session for their input on the topic and the inspiring conversa/ons generated during the event. To con/nue any of these conversa/ons, feel free to get in touch with us at DigitalServices@endava.com. executive network
10. ABOUT ENDAVA Endava is a privately owned IT services company with over 2,500 employees and oﬃces in New York, Atlanta, New Jersey, London and Frankfurt and 6 delivery centres across Romania, Moldova, Macedonia, and Serbia. Formed in 2000, Endava works with some of the world’s biggest brands in Finance, Insurance, Telecommunica/ons, Media, Technology, and Retail helping them harness digital technologies and transforming them into more agile, responsive and valuable businesses. executive network
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