Besides the small introduction, subscribers and consulting clients within this management domain have access to:
This blueprint guides you through a value-driven approach to digital transformation that allows you to identify what aspects of the business to transform, what technologies to embrace, what processes to automate, and what new business models to create. This approach to digital transformation unifies digital possibilities with your customer experiences.
This tool guides you in planning and prioritizing projects to build an effective digital business strategy. Key activities include conducting a horizon scan, conducting a journey mapping exercise, prioritizing opportunities from a journey map, expanding opportunities into projects, and lastly, building the digital transformation roadmap using a Gantt chart visual to showcase project execution timelines.
This deck is a visual presentation template for this blueprint. The intent is to capture the contents of the activities in a presentation PowerPoint. It uses sample data from “City of X” to demonstrate the digital business strategy.
Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn't enough, we offer low-cost delivery of our project workshops. We take you through every phase of your project and ensure that you have a roadmap in place to complete your project successfully.
Understand how your organization creates value today.
Identify opportunities for digital transformation in how you currently deliver value today.
1.1 Validate business context.
1.2 Assess business ecosystem.
1.3 Identify and prioritize value streams.
1.4 Break down value stream into value chains.
Business context
Overview of business ecosystem
Value streams and value chains
Leverage strategic foresight to evaluate how complex trends can evolve over time and identify opportunities to leapfrog competitors.
Identify a leapfrog idea to sidestep competitors.
2.1 Conduct a horizon scan.
2.2 Identify leapfrog ideas.
2.3 Identify impact to existing or new value chains.
One leapfrog idea
Corresponding value chain
Design a journey map to empathize with your customers and identify opportunities to streamline or enhance existing and new experiences.
Identify a unified view of customer experience.
Identify opportunities to automate non-routine cognitive tasks.
Identify gaps in value delivery.
Improve customer journey.
3.1 Identify stakeholder persona.
3.2 Identify journey scenario.
3.3 Conduct one journey mapping exercise.
3.4 Identify opportunities to improve stakeholder journey.
3.5 Break down opportunities into projects.
Stakeholder persona
Stakeholder scenario
Journey map
Journey-based projects
Build a customer-centric digital transformation roadmap.
Keep your team on the same page with key projects, objectives, and timelines.
4.1 Prioritize and categorize initiatives.
4.2 Build roadmap.
Digital goals
Unified roadmap
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Dana Daher
Senior Research Analyst
To survive one of the greatest economic downturns since the Great Depression, organizations had to accelerate their digital transformation by engaging with the Digital Economy. To sustain growth and thrive as the pandemic eases, organizations must focus their attention on building business resilience by transforming how they deliver value today.
This requires a value-driven approach to digital transformation that is capable of identifying what aspects of the business to transform, what technologies to embrace, what processes to automate, and what new business models to create. And most importantly, it needs to unify digital possibilities with your customer experiences.
If there was ever a time for an organization to become a digital business, it is today.
After a major crisis, focus on restarting the growth engine and bolstering business resilience.
Business activities (tasks, procedures, and processes, etc.) are used to create, sell, buy, and deliver goods and services.
When we convert information into a readable format used by computers, we call this digitization (e.g. converting paper into digital format). When we convert these activities into a format to be processed by a computer, we have digitalization (e.g. scheduling appointments online).
These two processes alter how work takes place in an organization and form the foundation of the concept digital transformation.
We maintain that digital transformation is all about becoming a “digital business” – an organization that performs more than 66% of all work activities via executable code.
As organizations take a step closer to this optimal state, new avenues are open to identify advances to promote growth, enhance customer experiences, secure sustainability, drive operational efficiencies, and unearth potential future business ventures.
Digital: The representation of a physical item in a format used by computers
Digitization: Conversion of information and processes into a digital format
Digitalization: Conversion of information into a format to be processed by a computer
COVID-19 has irrefutably changed livelihoods, businesses, and the economy. During the pandemic, digital tools have acted as a lifeline, helping businesses and economies survive, and in the process, have acted as a catalyst for digital transformation.
As organizations continue to safeguard business continuity and financial recovery, in the long term, recovery won’t be enough.
Although many pandemic/recession recovery periods have occurred before, this next recovery period will present two first-time challenges no one has faced before. We must find ways to:
To grow and thrive in this post-pandemic world, organizations must provide meaningful and lasting changes to brace for a future defined by digital technologies.
– Dana Daher, Info-Tech Research Group
In the last 60 years alone, performance and productivity have been vastly improved by IT in virtually all economic activities and sectors. And today, digital technologies continue to advance IT's contribution even further by bringing unprecedented insights into economic activities that have largely been untouched by IT.
As technological innovation and the digitalization of products and services continue to support economic activities, a fundamental shift is occurring that is redefining how we live, work, shop, and relate to one another.
These rapid changes are captured in a new 21st century term:
The Digital Economy.
90% of CEOs believe the digital economy will impact their industry. But only 25% have a plan in place.
– Paul Taylor, Forbes, 2020
Kenneth McGee
Research Fellow
Today, the world faces two profoundly complex, mega-challenges simultaneously:
Within the past year, healthcare professionals have searched for and found solutions that bring real hope to the belief the global pandemic/recession will soon end.
As progress towards ending COVID-19 continues, business professionals are searching for the most effective near-term and long-term methods of restoring or exceeding the rates of growth they were enjoying prior to 2020.
We believe developing a digital business strategy can deliver cost savings to help achieve near-term business growth while preparing an enterprise for long-term business growth by effectively competing within the digital economy of the future.
The digital economy refers to a concept in which all economic activity is facilitated or managed through digital technologies, data, infrastructure, services, and products (OECD, 2020).
The digital economy captures decades of digital trends including:
These trends among others have set the stage to permanently alter how buying and selling will take place within and between local, regional, national, and international economies.
The emerging digital economy concept is so compelling that the world economists, financial experts, and others are currently investigating how they must substantially rewrite the rules governing how taxes, trade, tangible and intangible assets, and countless other financial issues will be assessed and valued in a digital economy.
Download Info-Tech’s Digital Economy Report
60% of People on Earth Use the Internet (DataReportal, 2021) |
20% of Global Retail Sales Performed via E-commerce (eMarketer, 2021) |
6.64T Global Business-to-Business E-commerce Market (Derived from The Business Research Company, 2021) |
9.6% of US GDP ($21.4T) accounted for by the digital economy ($2.05T) (Bureau of Economic Analysis, 2021) |
Pre-pandemic digital strategies have been primarily focused on automation. However, your post-pandemic digital strategy must focus on driving resilience for growth opportunities.
As digital transformation is an effort to transform how you deliver value today, it is important to understand the different value-generating activities that deliver an outcome for and from your customers.
We do this by looking at value streams –which refer to the specific set of activities an industry player undertakes to create and capture value for and from the end consumer (and so the question to ask is, how do you make money as an organization?).
Our approach helps you to digitally transform those value streams that generate the most value for your organization.
Recruitment → Admission → Student Enrolment → Instruction & Research → Graduation → Advancement
Sustain Land, Property, and the Environment → Facilitate Civic Engagement → Protect Local Health and Safety → Grow the Economy → Provide Regional Infrastructure
Design Product → Produce Product → Sell Product
Visit Info-Tech’s Industry Coverage Research to identify your industry’s value streams
Assessing your external environment allows you to identify trends that will have a high impact on how you deliver value today.
Traditionally, a PESTLE analysis is used to assess the external environment. While this is a helpful tool, it is often too broad as it identifies macro trends that are not relevant to an organization's addressable market. That is because not every factor that affects the macro environment (for example, the country of operation) affects a specific organization’s industry in the same way.
And so, instead of simply assessing the macro environment and trying to project its evolution along the PESTLE factors, we recommend to:
While PESTLE is helpful to scan the macro environment, the analysis often lacks relevance to an organization’s industry.
A Market Evolution Trend Analysis (META) identifies changes in prevailing market conditions that are directly relevant to an organization’s industry, and thus provides some critical input to the strategy design process, since these trends can bring about strategic risks or opportunities.
Shifts in these five characteristics directly impact an organization:
As we prioritize value streams, we break them down into value chains – that is the “string” of processes that interrelate that work.
However, once we identify these value chains and determine what parts we wish to digitally transform, we take on the perspective of the user, as the way they interact with your products and services will be different to the view of those within the organization who implement and provide those services.
This method allows us to build an empathetic and customer-centric lens, granting the capability to uncover challenges and potential opportunities. Here, we may define new experiences or redesign existing ones.
Pre-pandemic, a digital transformation was primarily focused around improving customer experiences. Today, we are facing a paradigm shift in the way in which we capture the priorities and strategies for a digital transformation.
As the world grows increasingly uncertain, organizations need to continue to focus on improving customer experience while simultaneously protecting their enterprise value.
Ultimately, a digital transformation has two purposes:
Old Paradigm | → | New Paradigm |
---|---|---|
Predictable regulatory changes with incremental impact | → | Unpredictable regulatory changes with sweeping impact |
Reluctance to use digital collaboration | → | Wide acceptance of digital collaboration |
Varied landscape of brick-and-mortar channels | → | Last-mile consolidation |
Customers value brand | → | Customers value convenience/speed of fulfilment |
Intensity of talent wars depends on geography | → | Broadened battlefields for the war for talent |
Cloud-first strategies | → | Cloud-only strategies |
Physical assets | → | Aggressive asset decapitalization |
Digitalization of operational processes | → | Robotization of operational processes |
Customer experience design as an ideation mechanism | → | Business resilience for value protection and risk reduction |
A highly visual and compelling presentation template that enables easy customization and executive-facing content.
*Coming in 2022
The Digital Business Strategy Workbook supports each step of this blueprint to help you accomplish your goals:
Initiative Prioritization
Use the weighted scorecard approach to evaluate and prioritize your opportunities and initiatives.
Roadmap Gantt Chart
Populate your Gantt chart to visually represent your key initiative plan over the next 12 months.
Journey Mapping Workbook
Populate the journey maps to evaluate a user experience over its end-to-end journey.
“Our team has already made this critical project a priority, and we have the time and capability, but some guidance along the way would be helpful.”
“Our team knows that we need to fix a process, but we need assistance to determine where to focus. Some check-ins along the way would help keep us on track.”
“We need to hit the ground running and get this project kicked off immediately. Our team has the ability to take this over once we get a framework and strategy in place.”
“Our team does not have the time or the knowledge to take this project on. We need assistance through the entirety of this project.”
What does a typical GI on this topic look like?
Phase 0 | Phase 1 | Phase 2 | Phase 3 | Phase 4 |
---|---|---|---|---|
Call #1: Discuss business context and customize your organization’s capability map. |
Call #2: Assess business ecosystem. |
Call #3: Perform horizon scanning and trends identification. |
Call #5: Identify stakeholder personas and scenarios. |
Call #7: Discuss initiative generation and inputs into roadmap. |
Call #3: Identify how your organization creates value. |
Call #4: Discuss value chain impact. |
Call #6: Complete journey mapping exercise. |
Call #8: Summarize results and plan next steps. |
A Guided Implementation (GI) is a series of calls with an Info-Tech analyst to help implement our best practices in your organization.
A typical GI is between 8 to 12 calls over the course of 2 to 4 months.
Gather business strategy documents and find information on:
Interview the following stakeholders to uncover business context information:
Download the Business Context Discovery Tool
Understand how your organization delivers value today and identify value chains to be transformed.
A cross-functional cohort across all levels of the organization.
Understand the business
Identify top value chains to be transformed
In this section you will gain an understanding of the business context for your strategy.
A cross-functional cohort across levels in the organization.
Business Context
Understanding the business context is a must for all strategic initiatives. A pre-requisite to all strategic planning should be to elicit the business context from your business stakeholders.
Inputs | Document(s)/ Method | Outputs |
---|---|---|
Key stakeholders | Strategy Document | Stakeholders that are actively involved in, affected by or influence outcome of the organization, e.g. employers, customers, vendors. |
Vision and mission of the organization | Website Strategy Document | What the organization wants to achieve and how it strives to accomplish those goals. |
Business drivers | CEO Interview | Inputs and activities that drive the operational and financial results of the organization. |
Key targets | CEO Interview | Quantitative benchmarks to support strategic goals, e.g. double the enterprise EBITD, improve top-of-mind brand awareness by 15%, |
Strategic investment goals | CFO Interview Digital Strategy |
Financial investments corresponding with strategic objectives of the organization, e.g. geographic expansion, digital investments. |
Top three value-generating lines of business | Financial Document | Identification of your top three value-generating products and services or lines of business. |
Goals of the organization over the next 12 months | Strategy Document Corporate Retreat Notes |
Strategic goals to support the vision, e.g. hire 100 new sales reps, improve product management and marketing. |
Top business initiatives over the next 12 months | Strategy Document CEO Interview |
Internal campaigns to support strategic goals, e.g. invest in sales team development, expand the product innovation team. |
Business model | Strategy Document | Products or services that the organization plans to sell, the identified market and customer segments, price points, channels and anticipated expenses. |
Competitive landscape | Internal Research Analysis | Who your typical or atypical competitors are. |
Assess your digital readiness with Info-Tech’s Digital Maturity Assessment
Assess your business ecosystem
Your digital business strategy cannot be formulated without a clear vision of the evolution of your industry.
Identify top value chains to be transformed
In this section, we will assess who the incumbents and disruptors are in your ecosystem and identify who your stakeholders are.
A cross-functional cohort across levels in the organization.
Business Ecosystem
Learn what your competitors are doing.
To survive, grow, or transform in today's digital era, organizations must first have a strong pulse on their business ecosystem. Learning what your competitors are doing to grow their bottom line is key to identifying how to grow your own. Start by understanding who the key incumbents and disruptors in your industry are to identify where your industry is heading.
Incumbents: These are established leaders in the industry that possess the largest market share. Incumbents often focus their attention to their most demanding or profitable customers and neglect the needs of those down market.
Disruptors: Disruptors are primarily new entrants (typically startups) that possess the ability to displace the existing market, industry, or technology. Disruptors are often focused on smaller markets that the incumbents aren’t focused on. (Clayton Christenson, 1997)
’Disruption’ specifically refers to what happens when the incumbents are so focused on pleasing their most profitable customers that they neglect or misjudge the needs of their other segments.
– Ilan Mochari, Inc., 2015
Business | Target Market & Customer | Product/Service & Key Features | Key Differentiators | Market Positioning | |
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University XYZ |
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Affordable education with low tuition cost and access to bursaries & scholarships. | |
University CDE | University CDE |
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Outcome focused university with strong co-ops/internship programs and career placements for graduates |
University MNG |
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Nurturing university with small student population and classroom sizes. University attractive to adult learners. | |
Disruptors | Online Learning Company EFG |
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Competitive pricing with an open acceptance policy |
University JKL Online Credential Program |
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Borderless and free (or low cost) education |
Value-chain prioritization
Identify top value chains to be transformed
Identify and prioritize how your organization currently delivers value today and identify value chains to be transformed.
A cross-functional cohort across levels in the organization.
Prioritized Value Chains
Value streams and value chains connect business goals to the organization’s value realization activities. They enable an organization to create and capture value in the market place by engaging in a set of interconnected activities. Those activities are dependent on the specific industry segment an organization operates within.
A value stream refers to the specific set of activities an industry player undertakes to create and capture value for and from the end consumer.
A value chain is a ”string” of processes within a company that interrelate and work together to meet market demand. Examining the value chain of a company will reveal how it achieves competitive advantage.
Visit Info-Tech’s Industry Coverage Research to identify value streams
Value streams connect business goals to the organization’s value realization activities in the marketplace. Those activities are dependent on the specific industry segment in which an organization operates.
There are two types of value streams: core value streams and support value streams.
An effective method for ensuring all value streams have been considered is to understand that there can be different end-value receivers.
A business capability defines what a business does to enable value creation, rather than how. Business capabilities:
A capability map is a great starting point to identify value chains within an organization as it is a strong indicator of the processes involved to deliver on the value streams.
Leverage your industry reference architecture to define value streams and value chains.
Visit Info-Tech’s Industry Coverage Research to identify value streams
Use an evaluation criteria that considers both the human and business value generators that these streams provide.
To produce maximum impact, focus on value streams that provide two-thirds of your enterprise value.
Business Value
Assess the value generators to the business, e.g. revenue dollars, enterprise value, cost or differentiation (competitiveness), etc.
Assess the value generators to people, e.g. student/faculty satisfaction, well-being, and social cohesion.
Value chains, pioneered by the academic Michael Porter, refer to the ”string” of processes within a company that interrelate and work together to meet market demand. An organization’s value chain is connected to the larger part of the value stream. This perspective of how value is generated encourages leaders to see each activity as a part of a series of steps required deliver value within the value stream and opens avenues to identify new opportunities for value generation.
Once we have identified the key value chains within each value stream element, evaluate the individual processes within the value chain to identify opportunities for transformation. Evaluate the value chain processes based on the level of pain experienced by a stakeholder to accomplish that task, and the financial impact that level of the process has on the organization.
stringof processes within the value stream element. Each value chain also captures a particular stakeholder that benefits from the value chain.
Visit Info-Tech’s Industry Coverage Research to identify value streams and capability maps
Assess trends that are impacting your industry and identify strategic growth opportunities.
A cross-functional cohort across levels in the organization.
Identify new growth opportunities and value chains impacted
Horizon scanning
Systematically scan your environment to identify avenues or opportunities to skip one or several stages of technological development and stay ahead of disruption.
Scan the environment for external environment for megatrends, trends, and drivers. Prioritize trends and build a trends radar to keep track of trends within your environment.
A cross-functional cohort across levels in the organization.
Growth opportunity
Horizon scanning is a systematic analysis of detecting early signs of future changes or threats.
Horizon scanning involves scanning, analyzing, and communicating changes in an organization’s environment to prepare for potential threats and opportunities. Much of what we know about the future is based around the interactions and trajectory of macro trends, trends, and drivers. These form the foundations for future intelligence.
A macro trend captures a large-scale transformative trend that could impact your addressable market.
A trend captures a business use case of the macro trend. Consider trends in relation to competitors in your industry.
A driver is an underlying force causing the trend to occur. There can be multiple causal forces, or drivers, that influence a trend, and multiple trends can be influenced by the same causal force.
Identify signals of change in the present and their potential future impacts.
A macro trend captures a large-scale transformative trend that could change the addressable market. Here are some examples of macro trends to consider when horizon scanning for your own organization:
A trend captures a business use case of a macro trend. Assessing trends can reduce some uncertainties about the future and highlight potential opportunities for your organization. A driver captures the internal or external forces that lead the trend to occur. Understanding and capturing drivers is important to understanding why these trends are occurring and the potential impacts to your value chains.
Uncover important business and industry trends that can inform possibilities for technology innovation.
Explore trends in areas such as:
Market research is critical in identifying factors external to your organization and identifying technology innovation that will provide a competitive edge. It’s important to evaluate the impact each trend or opportunity will have in your organization and market.
Visit Info-Tech’s Trends & Priorities Research Center
Visit Info-Tech’s Industry Coverage Research to identify your industry’s value streams
Images are from Info-Tech’s Rethinking Higher Education Report and 2021 Tech Trends Report
Macro Trends | Trends | Drivers | |
---|---|---|---|
Talent Availability | Diversity | Inclusive campus culture | Systemic inequities |
Hybrid workforce | Online learning staff | COVID-19 and access to physical institutions | |
Customer Expectations | Digital experience | eLearning for working learners | Accommodate adult learners |
Accessibility | Micro-credentials for non-traditional students | Addressing skills gap | |
Technological Landscape | Artificial intelligence and robotics | AI for personalized learning | Hyper personalization |
IoT | IoT for monitoring equipment | Asset tracking | |
Augmented reality | Immersive education AR and VR | Personalized experiences | |
Regulatory System | Regulatory System | Alternative funding for research | Changes in federal funding |
Global Green | Environmental and sustainability education curricula | Regulatory and policy changes | |
Supply Chain Continuity | Circular supply chains | Vendors recycling outdated technology | Sustainability |
Cloud-based solutions | Cloud-based eLearning software | Convenience and accessibility |
Visit Info-Tech’s Industry Coverage Research to identify your industry’s value streams
Develop a cross-industry holistic view of trends.
Moving from horizon scanning to action requires an evaluation process to determine which trends can lead to growth opportunities. First, we need to make a short list of trends to analyze. For your digital strategy, consider trends on the time horizon that are under 24 months. Next, we need to evaluate the shortlisted opportunities by a second set of criteria: relevance to your organization and impact on industry.
The estimated time to disruption this trend will have for your industry. Assess whether the trend will require significant developments to support its entry into the ecosystem.
The relevance of the trend to your organization. Does the trend fulfil the vision or goals of the organization?
The degree of impact the trend will have on your industry. A trend with high impact will drive new business models, products, or services.
Trend | Timing (S/M/L) |
Impact (1-5) |
Relevance ( 1-5) |
|
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1. | Micro-credentialing | S | 5 | 5 |
2. | IoT-connected devices for personalized experience | S | 1 | 3 |
3. | International partnerships with educational institutions | M | ||
4. | Use of chatbots throughout enrollment process | L | ||
5. | IoT for energy management of campus facilities | L | ||
6. | Gamification of digital course content | M | ||
7. | Flexible learning curricula | S | 4 | 3 |
Deprioritize trends that have a time frame to disruption of more than 24 months. |
A systematic approach to leapfrog ideation is one of the most critical ways in which an organization can build the capacity for resilient innovation.
Evaluate trend opportunities and determine the strategic opportunities they pose. You will also work towards identifying the impact the trend has on your value chain.
A cross-functional cohort across levels in the organization.
In this digital era, organizations are often playing catch up to a rapidly evolving technological landscape and following a strict linear approach to innovation. However, this linear catch-up approach does not help companies get ahead of competitors. Instead, organizations must identify avenues to skip one or several stages of technological development to leapfrog ahead of their competitors.
The best way to predict the future is to invent it.
– Alan Kay
Leapfrogging takes place when an organization introduces disruptive innovation into the market and sidesteps competitors who are unable to mobilize to respond to the opportunities.
Higher Education: Barco’s Virtual Classroom at UCL
University College London (UCL), in the United Kingdom, selected Barco weConnect virtual classroom technology for its continuing professional development medical education offering. UCL uses the platform for synchronous teaching, where remote students can interact with a lecturer.
One of the main advantages of the system is that it enables direct interaction with students through polls, questions, and whiteboarding. The system also allows you to track student engagement in real time.
The system has also been leveraged for scientific research and publications. In their “Delphi” process, key opinion leaders were able to collaborate in an effective way to reach consensus on a subject matter. The processes that normally takes months were successfully completed in 48 hours (McCann, 2020).
The system has been largely successful and has supported remote, real-time teaching, two-way engagement, engagement with international staff, and an overall enriched teaching experience.
Brainstorm ways of generating leapfrog ideas from trend insights.
Dealing with trends is one of the most important tasks for innovation. It provides the basis of developing the future orientation of the organization. However, being aware of a trend is one thing, to develop strategies for response is another.
To identify the impact the trend has on the organization, consider the four areas of growth strategies for the organization:
Trend | New Customer | New Market | New Business Model | New Product or Service |
---|---|---|---|---|
What trends pose a high-immediate impact to the organization? | Target new customers for existing products or services | Enter or create new markets by applying existing products or services to different problems | Adjust the business model to capture a change in how the organization delivers value | Introduce new products or services to the existing market |
Micro-credentials for non-traditional students | Target non-traditional learners/students | - | Online delivery | Introduce mini MBA program |
Evaluate trend opportunities and determine the strategic opportunities they pose. Prioritize the opportunities and identify impact to your value chain.
A cross-functional cohort across levels in the organization.
As we identify and prioritize the opportunities available to us, we need to assess their impacts on value chains. Does the opportunity directly impact an existing value chain? Or does it open us to the creation of a new value chain?
The value chain perspective allows an organization to identify how to best minimize or enhance impacts and generate value.
As we move from opportunity to impact, it is important to break down opportunities into the relevant pieces so we can see a holistic picture of the sources of differentiation.
Take the prioritized value chains and create a journey map to capture the end-to-end experience of a stakeholder.
Through a journey mapping exercise, you will identify opportunities to digitize parts of the journey. These opportunities will be broken down into functional initiatives to tackle in your strategy.
A cross-functional cohort across levels in the organization.
Transform stakeholder journeys
In this step, you with identify stakeholder personas and scenarios relating to the prioritized value chains.
A cross-functional cohort across levels in the organization.
Stakeholder personas and scenarios help us build empathy towards our customers. It helps put us into the shoes of a stakeholder and relate to their experience to solve problems or understand how they experience the steps or processes required to accomplish a goal. A user persona is a valuable basis for stakeholder journey mapping.
A stakeholder scenario describes the situation the journey map addresses. Scenarios can be real (for existing products and services) or anticipated.
A stakeholder persona is a fictitious profile to represent a customer or a user segment. Creating this persona helps us understand who your customers really are and why they are using your service or product.
For your digital strategy, leverage the existing and opportunity value chains identified in phase 1 and 2 for journey mapping.
Identify two existing value chains to be transformed. In section 1, we identified existing value chains to be transformed. For example, your stakeholder persona is a member of the faculty (engineering), and the scenario is the curricula design process. |
Identify one new value chain. In section 2, we identified a new value chain. However, for a new opportunity, the scenario is more complex as it may capture many different areas of a value chain. Subsequently, a journey map for a new opportunity may require mapping all parts of the value chain. |
To define a stakeholder scenario, we need to understand who we are mapping for. In each value chain, we identified a stakeholder who gains value from that value chain. We now need to develop a stakeholder persona: a representation of the end user to gain a strong understanding of who they are, what they need, and their pains and gains.
One of the best ways to flesh out your stakeholder persona is to engage with the stakeholders directly or to gather the input of those who may engage with them within the organization.
For example, if we want to define a journey map for a student, we might want to gather the input of students or teaching faculty that have firsthand encounters with different student types and are able to define a common student type.
Run a survey to understand your end users and develop a stronger picture of who they are and what they are seeking to gain from your organization.
Name: Anne
Age: 35
Occupation: Engineering Faculty
Location: Toronto, Canada
What are their frustrations, fears, and anxieties?
What do they want to get done? How will they know they are successful?
What are their wants, needs, hopes, and dreams?
(Adapted from Osterwalder, et al., 2014)
Now that we understand who we are mapping for, we need to define a journey statement to capture the stakeholder journey.
Leverage the following format to define the journey statement.
As a [stakeholder], I need to [prioritized value chain task], so that I can [desired result or overall goal].
As a [stakeholder], I need to [prioritized value chain task], so that I can [desired result or overall goal].
Prioritize the journeys by focusing on what matters most to the stakeholders and estimating the organizational effort to improve those experiences.
A cross-functional cohort across levels in the organization.
A journey-based approach helps an organization understand how a stakeholder moves through a process and interacts with the organization in the form of touch points, channels, and supporting characters. By identifying pain points in the journey and the activity types, we can identify opportunities for innovation and automation along the journey.
Embrace design thinking methodologies to elevate the stakeholder journey and to build a competitive advantage for your organization.
In journey mapping, we always start with the stakeholder's perspective, then eventually transition into what the organization does business-wise to deliver value to each stakeholder. It is important to keep in mind both perspectives while conducting a journey mapping exercise as there are often different roles, processes, and technologies associated with each of the journey steps.
Take the perspective of an end user, who interacts with your products and services, as it is different from the view of those inside the organization, who implement and provide those services.
A stakeholder journey map is a tool used to illustrate the user’s perceptions, emotions, and needs as they move through a process and interact with the organization in the form of touch points, channels, and supporting characters.
The journey activity refers to the steps taken to accomplish a goal.
The journey activity comprises the steps or sequence of tasks the stakeholder takes to accomplish their goal. These steps reflect the high-level process your candidates perform to complete a task or solve a problem.
Touch points are the points of interaction between a stakeholder and the organization.
A touch point refers to any time a stakeholder interacts with your organization or brand. Consider three main points of interaction with the customer in the journey:
The nature of activity refers to the type of task the journey activity captures.
We categorize the activity type to identify opportunities for automation. There are four main types of task types, which in combination (as seen in the table below) capture a task or job to be automated.
Routine | Non-Routine | |
---|---|---|
Cognitive | Routine Cognitive: repeatable tasks that rely on knowledge work, e.g. sales, administration Prioritize for automation (2) |
Non-Routine Cognitive: infrequent tasks that rely on knowledge work, e.g. driving, fraud detection Prioritize for automation (3) |
Non-Routine Cognitive: infrequent tasks that rely on knowledge work, e.g. driving, fraud detection Prioritize for automation (3) | Routine Manual: repeatable tasks that rely on physical work, e.g. manufacturing, production Prioritize for automation (1) |
Non-Routine Manual: infrequent tasks that rely on physical work, e.g. food preparation Not mature for automation |
Where automation makes sense, routine manual activities should be transformed first, followed by routine cognitive activities. Non-routine cognitive activities are the final frontier.
Metrics are a quantifiable measurement of a process, activity, or initiative.
Metrics are crucial to justify expenses and to estimate growth for capacity planning and resourcing. There are multiple benefits to identifying and implementing metrics in a journey map:
Example of journey mapping metrics: Cost, effort, turnaround time, throughput, net promoter score (NPS), satisfaction score
Key moments and pain points refer to the emotional status of a stakeholder at each stake of the customer journey.
The key moments are defining pieces or periods in a stakeholder's experience that create a critical turning point or memory.
The pain points are the critical problems that the stakeholder is facing during the journey or business continuity risks. Prioritize identifying pain points around key moments.
To identify key moments, look for moments that can dramatically influence the quality of the journey or end the journey prematurely. To improve the experience, analyze the hidden needs and how they are or aren’t being met.
An opportunity is an investment into people, process, or technology for the purposes of building or improving a business capability and accomplishing a specific organizational objective.
An opportunity refers to the initiatives or projects that should address a stakeholder pain. Opportunities should also produce a demonstrable financial impact – whether direct (e.g. cost reduction) or indirect (e.g. risk mitigation) – and be evaluated based on how technically difficult it will be to implement.
Create new or different experiences for customers
Generate new organizational skills or new ways of working
Improve responsiveness and resilience of operations
Develop different products or services
Stakeholder: A faculty member
Journey: As an engineering faculty member, I want to design my curricula in a hybrid mode of delivery so that I can simulate in-classroom experiences
Journey activity | Understanding the needs of students | Construct the course material | Deliver course material | Conduct assessments | Upload grades into system |
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Touch Points |
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Nature of Activity | Non-routine cognitive | Non-routine cognitive | Non-routine cognitive | Routine cognitive | Routine Manual |
Metrics |
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Ken Moments & Pain Points | Lack of centralized repository for research knowledge |
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No existing critical pain points; process already automated |
Opportunities |
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Stakeholder Journeytab
Aim to build out 90% of the stakeholder journey map with the working team; validate the last 10% with the stakeholder themselves.
Prioritize the opportunities that arose from the stakeholder journey mapping exercise.
A cross-functional cohort across levels in the organization.
Prioritized opportunities
As there may be many opportunities arising from the journey map, we need to prioritize ideas to identify which ones we can tackle first – or at all. Leverage IDEO’s design-thinking “three lenses of innovation” to support prioritization:
Opportunities | Feasibility (L/M/H) |
Desirability (L/M/H) |
Viability (L/M/H) |
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Centralized repository for research knowledge | H | H | H |
Rationalize course creation tool set | H | H | H |
Connectivity self-assessment/ checklist | H | M | H |
Forums for students | M | H | H |
Exam preparation (e.g. education or practice exams) | H | H | H |
Define a digital goal as it relates to the prioritized opportunities and the stakeholder journey map.
A cross-functional cohort across levels in the organization.
Digital goals
With the prioritized set of opportunities for each stakeholder journey, take a step back and assess what the sum of these opportunities mean for the journey. What is the overall goal or objective of these opportunities? How do these opportunities change or facilitate the journey experience? From here, identify a single goal statement for each stakeholder journey.
Stakeholder | Scenario | Prioritized Opportunities | Goal |
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Faculty (Engineering) | As a faculty (Engineering), I want to prepare and teach my course in a hybrid mode of delivery | Centralized repository for research knowledge Rationalized course creation tool set |
Support hybrid course curricula development through value-driven toolsets and centralized knowledge |
Identify people, process, and technology initiatives for the opportunities identified.
A cross-functional cohort across levels in the organization.
Brainstorm initiatives for each high-priority opportunity using the framework below. Describe each initiative as a plan or action to take to solve the problem.
People: What initiatives are required to manage people, data, and other organizational factors that are impacted by this opportunity?
Process: What processes must be created, changed, or removed based on the data?
Technology: What systems are required to support this opportunity?
Initiatives | ||
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Centralized repository for research knowledge | Technology | Acquire and implement knowledge management application |
People | Train researchers on functionality | |
Process | Periodically review and validate data entries into repository | |
Initiatives | ||
Rationalize course creation toolset | Technology | Retire duplicate or under-used tools |
People | Provide training on tool types and align to user needs | |
Process | Catalog software applications and tools across the organization Identify under-used or duplicate tools/applications |
Ruthlessly evaluate if a initiative should stand alone or if it can be rolled up with another. Fewer initiatives or opportunities increases focus and alignment, allowing for better communication.
Build a digital transformation roadmap that captures people, process, and technology initiatives.
A cross-functional cohort across levels in the organization.
Build a digital transformation roadmap
Detail initiatives for each priority initiative on your horizon.
A cross-functional cohort across levels in the organization.
Build a digital transformation roadmap
A roadmap that balances growth opportunities with business resilience will transform your organization for long-term success in the digital economy.
Identify timing of initiatives and build a Gantt chart roadmap.
A cross-functional cohort across levels in the organization.
Develop a high-level document that travels with the initiative from inception through executive inquiry, project management, and finally execution.
A initiative needs to be discrete: able to be conceptualized and discussed as an independent item. Each initiative must have three characteristics:
Learn more about project portfolio management strategy
Build a digital transformation roadmap
A digital strategy is a design process, it must be revisited to pressure test and account for changes in the external environment.
Detail a refresh strategy.
A cross-functional cohort across levels in the organization.
It is important to dedicate time to your strategy throughout the year. Create a refresh plan to assess for the changing business context and its impact on the digital business strategy. Make sure the regular planning cycle is not the primary trigger for strategy review. Put a process in place to review the strategy and make your organization proactive. Start by examining the changes to the business context and how the effect would trickle downwards. It’s typical for organizations to build a refresh strategy around budget season and hold planning and touch points to accommodate budget approval time.
Example:
Example:
Frequency | Audience | Scope | Date |
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Annually | Executive Leadership | Resurvey, review/ validate, update schedule | Pre-budget |
Touch Point | Executive Leadership | Status update, risks/ constraints, priorities | Oct 2021 |
Every Year (Re-build) | Executive Leadership | Full planning | Jan 2022 |
Establish a new way of working to deliver value on your digital transformation initiatives.
Drive project throughput by throttling resource capacity.
Innovation needs design thinking.
Prepare your organization for digital transformation – or risk falling behind.
Research Fellow
Info-Tech Research Group
Kenneth McGee is a Research Fellow within the CIO practice at Info-Tech Research Group and is focused on IT business and financial management issues, including IT Strategy, IT Budgets and Cost Management, Mergers & Acquisitions (M&A), and Digital Transformation. He also has extensive experience developing radical IT cost reduction and return-to-growth initiatives during and following financial recessions.
Ken works with CIOs and IT leaders to help establish twenty-first-century IT organizational charters, structures, and responsibilities. Activities include IT organizational design, IT budget creation, chargeback, IT strategy formulation, and determining the business value derived from IT solutions. Ken’s research has specialized in conducting interviews with CEOs of some of the world’s largest corporations. He has also interviewed a US Cabinet member and IT executives at the White
House. He has been a frequent keynote speaker at industry conventions, client sales kick-off meetings, and IT offsite planning sessions.
Ken obtained a BA in Cultural Anthropology from Dowling College, Oakdale, NY, and has pursued graduate studies at Polytechnic Institute (now part of NYU University). He has been an adjunct instructor at State University of New York, Westchester Community College.Vice President
Info-Tech Research Group
Jack has more than 25 years of technology and management consulting experience. He has served multi-billion dollar organizations in multiple industries including Financial Services and Telecommunications. Jack also served a number of large public sector institutions.
Prior to joining the Info-Tech Research Group, he worked for leading consulting players such as Accenture, Deloitte, EY, and IBM.
Jack led digital business strategy engagements as well as corporate strategy and M&A advisory services for clients across North America, Europe, the Middle East, and Africa. He is a seasoned technology consultant who has developed IT strategies and technology roadmaps, led large business transformations, established data governance programs, and managed the deployment of mission-critical CRM and ERP applications.
He is a frequent speaker and panelist at technology and innovation conferences and events and holds a Master’s degree in Computer Engineering as well as an MBA from the ESCP-EAP European School of Management.
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