Why should you care about digitalisation?

Hanne Kettunen, Spring of 2016

Here’s why

1. You are the one driving the change

2. It’s the key to success - and failure

3. It will help you, too

Why and what is digitalisation?

What is happening in business

What should you do?

But wait, why do I care?

50+projects

10+industries

8years

1000+the question “why?”

Hi, my name is Hanne!

Oulu

Helsinki

Berlin Wroclaw400people

120UX experts

10years

And this is Siili

First delta moment

Second delta moment

Other Deltas over time

Design

Information

Arch

itect

ure

Service Innovation

Technology

This is me and my crew.

1. You are the one driving the change

We move fast

We want experiences that we create

We want to share and rent

We want to have an impact

We are all unbelievably unique

These all will profoundly change not only B2C, but B2B, sales, ways of working, ways of living…everything.

We work for ourselves

Image © Barn images

Everything needs to be visual,

personalized, timely and constantly

improving to serve an impatient army

of (wannabe) unicorns.

And this army has all the power today.

One bad joke boarding a plane. Fired before she landed.

One blogpost (Emmi Nuorgam). Changed a corporation’s offering & marketing.

(Even before it’s sudden death) …and gave the blogger a ridiculous amount of

hate mail.

But please keep in mind..

digitalisation = SoMe

• We are living and experiencing the era of fourth industrial revolution, also called as digital revolution. It affects the business environment of all companies as significantly as the industrial revolutions once did.

• Digitalization of products and services accelerates crumbling of industry boundaries.

• The speed of change is almost unbelievable. As an outcome: sustainable competitive advantage does not exist anymore.

IT’S A DIGITAL REVOLUTION.

Data is in the core of all of these.

Production, maintainance

and R&D

Communication and interaction

Products Services

Experiences

Business models

2. It’s the key to success - and failure

“We are not gonna do this digital thing. Let’s wait and

see how it turns out.”

71$ —> 26$ in less than a decade.

Next up: Books Banks

Logistics

Finland = UK 5 years ago.

Death is a result of main organs failing.

Production Distribution PricingFailing to

optimize capacity and undo heavy

bottle necks.

Failing to skip unnecessary parts in

the value chain to reach your customer.

Failing to understand where real value is to the

customer.

What are survivors doing?

https://www.youtube.com/watch?v=jdvteFAmG_k

Guess how this house was built?

3. It will help you, too

Feeling desperate now? Don’t worry, you can do it.

Your team can do it.

First, you need to reach the right mindset.

Listen to your customer, repeatedly.

Understand what they say.

Find the value they need

Start creating experiences

Being creative / Creating

IDEA 0€

EXECUTION 1.000.000€

We believe in executionIdeas are great, but worthless without execution

…But this is where most value is born.

We do have a lot of great ideas…

Innovation curve

Project curve

Resources (Energy) spent

August November March AugustTime passed

The “project O.D.” stops innovation

Innovation should be a forward pushing force, not something to bottleneck everything else.

You need to break your monster into edible pieces.

Innovation processProcess from idea to a validated and projected outcome in 2-8 weeks, depending on the scope.

Either continuous or spot-on ideation with a pre-defined goal and involving cross-organisational teams.

IdeationFeasibility study, impact on products & services and sales, demand analysis etc. Validate ideas by prototyping with real users (internal /external).

ProcessingBusiness impacts and requirements processed, business concept designed and validated with all the relevant stakeholders.

Business conceptCreating functional prototypes from layouts and wireframes.

PrototypingValidate the prototype by testing live with real users to review requirements to both UX and product / service design.

User testingFinal productization: commercial, technical and legal feasibilities, product development roadmap and marketing planning.

Project roadmap

No GoReturn ideas back to

processing

Hi! I’m the guy that will take over everything that is routine.

Be human.

Tell stories.

Listen.Read between the lines.

One step at a time.De-learn.

Porkkalankatu 24 00180 Helsinki Finland

Tietotie 290460 Oulu Finland

Ohlauer Str. 43 10999 Berlin Germany

ul. Św. Antoniego 2/4 50-073 Wrocław Poland

www.siili.com