Introducing experience-led transformation
Experience-led transformation can help. From user-focused digital strategies to experience design and engineering, experience-led transformation provides a holistic framework for looking at digital transformation through a human-centric lens. When you adopt this approach, it's much easier to improve the processes that underpin exceptional experiences.
So, how can experience-led transformation prepare your business for the new experience economy? Here are three practical steps to get started.
1. Begin with the user
Experience-led transformation begins with understanding end-user needs. Through rigorous qualitative and quantitative research, you can make informed decisions about how to connect experiences from the front to back. Without these insights, experiences run the risk of being fragmented.
For example, take a consumer-packaged goods business. As its front and back office processes are disconnected, its customers struggle with a lack of visibility and on-time fulfillment. As a result, sales managers spend half their time trying to find workarounds rather than closing deals. But there is hope for the future. Through experience-led transformation, this business is researching the experience of every sales manager to eliminate pain points and improve both the employee and customer experience.
2. Bust silos with service design
Service design is an essential part of experience-led transformation and plays a critical role in connecting experiences to process. Service design breaks down organizational silos by getting diverse teams to work together in innovation workshops and ideation sessions. Rapid prototyping brings key concepts to life through a test-and-learn approach that helps identify new and better ways of working.
Service design also creates a roadmap showing businesses how to connect and align people, process, and technology to continuously improve experiences.
Organizations that don't work in this way may find that they're fighting a losing battle. Analyst firm HFS Research suggests that breaking down silos and ensuring a seamless flow of data and communications will eliminate distinctions between the front, middle, and back office. The result is a unified organization and integrated experience infrastructure focused on user needs.
3. Measure and predict
Through user research and service design, organizations can identify and agree on the most beneficial ways to integrate digital technologies, like artificial intelligence and machine learning. These technologies can measure experiences and identify improvements in real time.
Predictive analytics take this a step further. When your data flows seamlessly across functions, you can spot correlations between processes and experiences. Then, it becomes far easier to make informed and proactive decisions to continuously enhance the next-best experience for the future. If you can get this right, you can uncover what your customers, employees, and partners need before they know they need it.