by: Simon Norris and Juliet Richards, Nomensa (excerpt)

The majority of business leaders are well aware that design is a strategic weapon in delivering digital transformation, especially regarding the overall goal of creating a differentiated customer experience. But, what does this mean and how do you achieve it?

[…] In line with this, Econsultancy’s recent 2017 Digital Trends report states that “optimising the customer experience” is the top priority for marketers and agencies in the coming year. Technology is a means to an end and that end is experience.

This idea of the importance of experience is backed up by Brian Solis in his most recent book X when he states “Experience is the new brand. Experiences are the new brand. The future is experience.” We agree, in fact, we’d argue it’s always been this way!

As we have previously stated in our article, the problem with digital transformation, “… to drive value that will keep your customers engaged and their experience of your company relevant, the objective should not be a digital transformation, it should be an experience transformation.” [..]

Essentially, there is only one way to create an experience transformation – you need to design it. Therefore, you need a design strategy. This manifests as a very strong focus on design and its role in shaping the right customer experience.

Figure 2: Digital transformation needs to be shaped by a design strategy to ensure you create a meaningful customer experience.[…]