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Defining transformation to a wider audience



Here's some of the stuff I've learnt or had affirmed:



A couple of years ago I wrote how the phrase "digital transformation" was hindering digital transformation.

People get it if you explain things using terms they understand. So for example, a discovery phase is somewhat similar to a feasibility study, except it's part of the project.  At LocalGovCamp this year someone told us that they explained continuous improvements as "scheduled maintenance".

As with most communication, you need to tailor your language for the audience and digital transformation is no different.

A discovery phase doesn't always lead to an alpha phase, or a digital service. Here's a good example of not delivering a digital service, where the discovery phase of a DWP project was used to improve their telephone service based on user need.

Yes, very often your discovery phase will conclude that a digital is the better, cheaper way to deliver a service, but your project should focus on service improvement, not digital.

Work to a single vision by agreeing a set of principles. Explain how they differ from traditional practice and give a practical example of what this means. I created these principles with the help of Ben CheethamJames Gore, and Rob Miller.

Use these principles this to evaluate where your each part of your organisation is in terms of transformation, where the opportunities are and where need more investment.

"Channel Shift" is term that's used less and less these days, It's from a past era when most websites just delivered information, not services.

It is still valid however, so long as it comes at the end of the work. Research and redesign what you offer your users, develop and launch your digital service, and only then look to promote it to users over other channels.

I hope this is useful and if your organisation is approaching a new phrase of transformation, I'd love to hear your insights too.


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