Do you really know your users? Unlocking the key to successful digital transformation
In today’s fast-changing digital world, businesses must transform to stay competitive. According to McKinsey, as many as 70% of digital transformation projects fail to deliver the expected results. Insufficiently high aspirations, lack of engagement within the organisation, and insufficient investment in building capabilities across the organisation are cited as key reasons for failure.
From my experience working across public, entertainment, and sports sectors, a successful digital transformation depends on four things: understanding your business goals and users’ needs, assessing technical feasibility, and preparing your business for change. Failing to seamlessly connect these areas can result in spending a significant budget on the wrong thing, turning your digital dreams into costly nightmares.
4 things successful digital transformation depends on
1) Understanding business goals
Digital transformation is not just about adopting new technologies; it’s about aligning those technologies with your business goals. It’s easy to get swept up in the excitement of the latest digital trends, but without a clear focus on what you’re trying to achieve, you risk investing in tools that won’t work.
The National Audit Office reported that projects like the Emergency Services Network ended up billions over budget with significantly reduced benefits due to a lack of clear alignment with strategic goals.
2) Understanding user needs
Let’s be blunt: if you don’t understand your end users, your digital transformation is doomed. This applies to both your customers and employees. When systems and services are easy to understand, use, and are genuinely helpful, people are more likely to use them, be productive, and feel satisfied. Overlooking user needs can result in systems that are difficult to use or that don’t help to solve actual problems.
In the US, the failure of HealthCare.gov during its initial launch is a prime example. The website faced severe issues, preventing millions of users from accessing health insurance plans. This failure was rooted in poor user experience design and inadequate load testing, leading to widespread frustration and a destroyed reputation for the US government’s digital initiative.
3) Assessing technical feasibility
Technical feasibility is about more than just choosing the right technology. It’s about ensuring that your chosen technology can be realistically implemented within your current framework and resources.
Can you imagine a world without Haribo gummy bears? In 2018, Haribo’s rushed ERP implementation caused serious supply chain issues. The company couldn’t track inventory or access raw materials, resulting in a 25% drop in sales.
4) Managing the people change
People are the key to making any digital transformation work. Even the best new systems can fail if people don’t use them. It’s important to have clear communication, training, and support to get everyone on board. If you don’t help your team adapt to new systems, they might resist the changes, leading to lower productivity.
For example, after its launch in 2013, the UK Government’s Universal Credit programme faced significant issues due to a lack of proper training, support for staff, and effective change management which caused delays and disruptions in service delivery.
5 tips to better understand your users for successful digital transformation
“A user interface is like a joke—if you have to explain it, it’s not good.”
I started my career as a designer over 20 years ago, and my personal mission since has been to create applications, products, and services that really work for end users. So, here are five tips to better understand your users during digital transformation.
1) Conduct comprehensive user research
Start with a thorough understanding of your users through diverse research methods. Use surveys to collect data on user preferences and behaviours. Conduct one-on-one interviews to gain deeper insights into user experiences. Gather both qualitative and quantitative data to get a holistic view of user needs, behaviours, and pain points.
2) Map the end-end user journey
This is not just about mapping the process but also understanding what is happening during this process and how your users feel. Use service design techniques to create detailed user journey maps. Focus on critical moments that significantly impact user satisfaction. Address areas where users face difficulties.
3) Prioritise usability
Ensure that your design solutions prioritise usability by following established UX design principles. Regularly test your product with real users to identify and fix issues. Continuously refine your experience based on user feedback. Apply principles such as simplicity, consistency, and accessibility to enhance usability.
4) Create consistent and clear content
Effective content design is about delivering the right information at the right time. Plan your content to meet user needs effectively. Use simple and clear language to make information accessible. Ensure consistency in tone, style, and messaging across all channels. Don’t fall into the trap of assuming content is “just” words that everyone can understand.
5) Engage users continuously
Develop continuous discovery mindset and implement user feedback loops to stay aligned with user expectations and changing needs. Collect user opinions and suggestions through forms and surveys. Engage with users via various channels to gather informal feedback. Use in-app surveys and feedback forms to collect real-time feedback from active users.
Key takeaways
Knowing your users isn’t just a step in the process; it’s the cornerstone of successful digital transformation. By understanding their needs and aligning your efforts with both business goals and technical feasibility, you stand a far greater chance of thriving in the digital age.
To get started on your successful digital transformation journey with Hitachi Solutions, reach out to our experts.
