Digital transformation – a real world case study, Liz Pay

Real life case studies provide valuable insights into how the world of technology is evolving and how organisations are transforming themselves in order to remain relevant.

The New York Times is a great example of an organisation that has been confronted with a tectonic shift in its industry but it has confronted this survived and flourished.

They achieved this by focusing less on the technology and more on the user/customer experience and using this to differentiate themselves and attract customers.

The case study also highlights the importance of data analysis to quickly evolve and change, allowing new strategies to quickly be assessed. Analysts needing knowledge of both the data and the business to maximise their impact.

Technology capability has ceased to be a differentiator, as cloud technologies and more sophisticated technology stacks can deliver these services and shift the playing field. Like many lessons in business school, when one thing becomes commoditised, other things become more important differentiators, Slezak says. Designing customer experience and user experience has become much more important now, because the cost of complexity and developing the product for millions of people has diminished by one or three orders of magnitude, he says. “We are thinking more carefully what consumers, what users want,” he says. “It has now come down to how well designed is the product and that is not something you can outsource to a development shop.” “That is something you have to own and that really defines your product or your unique way.”


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