The digital experience use case involves tackling what customers experience digitally. Typical solutions are customer mobile apps – supporting service journeys, customer portals – enhancing customer self service, and business portals. These can include field operations apps and even apps for marketing and events. Building digital experiences requires rapid prototyping and development, pixel-perfect design, massive scalability, and security, including for offline data. In addition, these experiences are instrumented so you have insights for your continuous improvement efforts.
For the digital experience use case, the foundation stage focuses on enabling the first project team and successfully delivering the first project. Getting an early win is critical because it builds confidence and paves the way for subsequent projects.
At this point, the team requires additional resources including roles related to making sure the app is intuitive, comfortable, and brilliant for internal users, consumers, or both. These roles include:
A customer-centric mindset: You can’t focus on the customer without understanding the mindset. This requires real world validation. Identify and include key users throughout the design and development process and ask for their comments and opinions as new solutions are delivered.
The expanded role of testing: First impressions make the difference between success and failure for an app. Performance and cross-device testing are critical activities that need to be planned for. Adding a dedicated and knowledgeable testing resource to the team and giving them the right tools ensures success. This requires a good balance between functional business and technical knowledge.
Front end developer: The process of creating an amazing digital experience can also benefit from having a dedicated front end developer on the team. There is no replacement for a deliberate focus on users, their experiences, and the attention to detail that drives usability and seamless user interaction and flow..
UX/UI designer: Understanding the customer journey and developing an optimized experience requires specialized skills. Adding a UX/UI designer to the team structure ensures the needs of the customer are focused on the task at hand and that the results exceed their expectations.
First class support: Closing the loop, the customer service team should be ready to deliver excellent service as part of the roll-out of a new customer solution. Other digital operations apps may need to be created to support new digital experiences.
“Talent is the No. 1 priority for a CEO. You think it’s about vision and strategy, but you have to get the right people first.” – Andrea Jung, President and CEO of Grameen America.
Tailoring Talent For a Digital Experience
As you move to creating digital experiences, other roles become important to your team, such as user experience and testing. Specialized skills are needed to ensure new digital experiences are robust and make an impression on customers. People in your organization or on your team might already have these skills. The additional roles should be fully focused on the digital experience task at hand and are best handled by resources with the right background. Here are a few profiles that are needed:
Foundation Level Resources
Developers: Developers work under the supervision of an experienced tech lead to design, build, and test collaborative applications that provide business solutions. In the market, you should target developers with more than 3 years of software development experience in Web and Mobile development tools.
Tech Lead: The tech lead will drive the implementation of innovative solutions that solve complex technical and business issues. The tech lead uses an agile approach to establish the connection between technical and business teams. Target professionals with 2+ years of team leadership and customer-facing experience. Where you have experienced developers and an architecture team already in place, explore promoting internally. If going to the market, target business focused senior developers looking for leadership opportunities.
UX/UI Designer: The UX/UI designer provides a clickable prototype that visually demonstrates the look and feel of the user experience, thereby increasing the understanding of the application’s value. Most importantly, this role maps the customer journey. Good UX/UI designers typically have analytical minds and are pragmatic thinkers. You can look for designers with a UI and UX background, but you can also look for candidates with psychology or journalism degrees because they tend to be investigators who ask questions.
Tester: Testers define test strategies, write test cases, and use automated and manual methods to test applications. Target professionals with at least 3 years of software QA, test planning, and test writing experience, at least 1 year of test automation experience, familiarity with continuous integration testing. A good tester should be curious, detail-oriented, skeptical, and customer-centric with strong interpersonal skills.
During the foundation stage of the digital transformation journey, organizations need to bring specific resources on board . The aim is to make sure that the project team has roles that are geared towards ensuring that the new digital platform delivers intuitive, comfortable and brilliant experiences for users. Organization leaders also need to realize that talent is a critical element if the digital transformation is to be successful. Without the right people and open minded culture, it becomes impossible to achieve the vision.
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Reference: Adapted from ©Copyright OutSystems Digital Transformation Playbook 2018