Digital transformation is a buzzword in today’s business world, encompassing a wide range of services and technologies aimed at automating and streamlining processes for companies using digital solutions. It is a necessary step towards simplifying the user journey and putting the user at the forefront of digital development. In this context, simplicity becomes a crucial design principle for digital solutions, as highlighted by Philippe Cohen, CEO and Founder of Shefing, in this episode of High Tech on the Low.
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What is Digital Transformation
Digital transformation is the integration of digital technology into all areas of a business, leading to fundamental changes in how the business operates and delivers value to customers. The goal of digital transformation is to use technology to fundamentally improve a business’ efficiency and performance, and to better serve its customers. Think of your bank, for example. Your bank now has a banking application and perhaps an online chatbot through which you can access unique services. This has largely replaced the traditional teller or banker relationship clients once upon a time had to work with as part of being a bank customer. Digital transformation changed all that.
According to Philippe Cohen, CEO and Founder of Shefing, “digital transformation is a necessary step in the simplification of the user journey”. In the age of information overload, customers demand convenience, speed, and simplicity in their interactions with businesses. Digital transformation helps companies meet these demands and provide a better experience for their customers.
Complexity is Complex
Many companies struggle with digital transformation because they approach it as a technical problem. However, digital transformation is not just about technology, it’s about the design of processes, products, and services that are simple and easy for customers to use. “When we design solutions, we always must consider how the end client will interact with it,” Philippe adds, “and by doing so we create a much more intuitive solution likely to be adapted by an organization at large.”
While complexity may seem intellectually elegant, it is often more of a drawback than a benefit. As a matter of fact, complex processes can be one of the main barriers to success in digital transformation. Companies that want to succeed in the digital age need to be able to design products and services that keep customers in control of their journey while not getting distracted by cumbersome protocols along the way. They need to understand the complexities of their customers’ lives and create solutions that simplify their already busy lives. According to Philippe Cohen, the key to overcoming complexity is to design with simplicity in mind. By focusing on simplicity, companies limit the possibility of creating products that will not be adopted in the long run, thereby preventing the waste of invaluable resources.
Designing the Best Solutions Possible
First and foremost, companies need to understand the needs of their customers. They need to think about what their customers’ goals are, what their pain points are, and what their expectations are. Once companies understand their customers’ needs, they then need to chart simplified processes that can be made into products and solutions to meet those needs. Sticking to the essentials, businesses can then create valuable interfaces that facilitate better, easier workflows and customer journeys.
One way to design with the best intentions in mind is to focus on the customer experience. Companies need to think about how their customers interact with their products and services and what they need to do to make those interactions as simple and seamless as possible. A key way of doing this is to focus on the customer’s end goal. When companies understand what their customers are trying to accomplish and design their products and services to help customers achieve their goals as easily as possible, they can then properly test their solutions and gather productive feedback from customers on how to make it better. This helps companies refine their solutions and make sure they are meeting their customers’ needs.
In conclusion, simplicity is a crucial design principle in digital transformation. Companies that focus on simplicity in their processes, products, and services will be better able to meet the demands of their customers and succeed in the digital age. As Philippe Cohen puts it, “customers are the most important stakeholder in digital development”, and the guiding light of simplicity should lead the way.
