{"id":730,"date":"2021-06-17T19:40:00","date_gmt":"2023-06-06T19:40:57","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=730"},"modified":"2023-06-15T04:07:36","modified_gmt":"2023-06-15T04:07:36","slug":"digital-transformation-human-centred-design","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ap\/blog\/digital-transformation-human-centred-design\/","title":{"rendered":"Successful Digital Transformations Lead With Human-Centred Design"},"content":{"rendered":"\n<p>Digital transformation is the process of using digital technologies to create new business processes, business culture, and customer experiences.&nbsp;<\/p>\n\n\n\n<p>Successful digital transformations put the customer at the centre of the design process. They also need employee buy-in to deliver desired outcomes to customers.<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><span>\u201c<\/span>You\u2019ve got to start with the customer or employee experience, and work backward toward the technology\u2014not the other way around.\u201d<\/p>\n<cite>Steve Jobs in 1997<\/cite><\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fdigital-transformation-human-centred-design%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Successful%20Digital%20Transformations%20Lead%20With%20Human-Centred%20Design\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Successful%20Digital%20Transformations%20Lead%20With%20Human-Centred%20Design&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fdigital-transformation-human-centred-design%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fap%2Fblog%2Fdigital-transformation-human-centred-design%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Successful Digital Transformations Lead With Human-Centred Design\" https:\/\/www.salesforce.com\/ap\/blog\/digital-transformation-human-centred-design\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>Human-centred design keeps the human experience as the core focus of digital transformation. In doing so, it seeks to creatively integrate human needs with technology capabilities and business goals.&nbsp;<\/p>\n\n\n\n<p>But a successful digital transformation can be difficult to achieve. <a href=\"https:\/\/www.bcg.com\/en-au\/publications\/2020\/increasing-odds-of-success-in-digital-transformation\" target=\"_blank\" rel=\"noopener\">Research conducted by Boston Consulting Group<\/a> in 2020 found that 70% of transformations fall short of their objectives.&nbsp;&nbsp;<\/p>\n\n\n\n<p>A lack of human-centred design is invariably a factor. The failure to properly consider and design around the human experience is a fatal flaw in many digital transformations.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/www.salesforce.com\/ap\/services\/advisory-services\/overview\/\" target=\"_blank\" rel=\"noopener\">Salesforce Professional Services team<\/a> uses a human-centred design philosophy to help our customers avoid this pitfall. We ensure our customers and their partners have the tools they need to support their digital transformation and <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2021\/02\/accelerate-digital-transformation.html\" target=\"_blank\" rel=\"noopener\">drive future innovation and growth<\/a>. This is how we set our customers up for long-term success:<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-creating-seamless-customer-journeys\"><b>Creating seamless customer journeys<\/b><\/h2>\n\n\n\n<p>In 2020, our Professional Services team was engaged as part of a digital transformation project for a well-known Singapore-based provider of adult-learning. Their vision was to bring students a wide variety of mostly digital educational offerings from best-in-class international education providers. They wanted students to be able to access these courses from anywhere at any time.&nbsp;<\/p>\n\n\n\n<p>The whole customer journey had to be seamless. Whether browsing courses, reading reviews, making payments, or streamlining live classes, the entire process needed to be smooth from a customer perspective.&nbsp;<\/p>\n\n\n\n<p>This required technical back-end integrations across multiple platforms managed by several different partners.&nbsp;<\/p>\n\n\n\n<p>The Professional Services team used a human-centred design process to ensure the core customer experience guided the complex technical solution.&nbsp;<\/p>\n\n\n\n<p>The human-centred design process involved workshops to define the optimal experience for the end customer. Insights from this process were then used as a blueprint to guide technology design decisions.&nbsp;<\/p>\n\n\n\n<p>Creating an optimal customer experience was the north star for the teams involved in the project. As a result, the project was delivered to scope, on time, and on budget. This is a major achievement for any digital transformation.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-improving-the-employee-experience\"><b>Improving the employee experience<\/b><\/h2>\n\n\n\n<p>The <a href=\"https:\/\/www.salesforce.com\/ap\/blog\/2020\/08\/field-service-management-technology-transforms-businesses.html\" target=\"_blank\" rel=\"noopener\">field service transformation<\/a> recently undertaken by United Tractors provides a very different, but equally compelling example of the benefits of human-centred design.<\/p>\n\n\n\n<p>As part of its overall transformation vision, United Tractors wanted to have complete visibility over its field service operations in Indonesia, with the goal of better serving its customers.&nbsp;<\/p>\n\n\n\n<p>According to Cindy Christian, Head of Digital at United Tractors, providing support for customers in a diverse geographic region made up of 13,000 islands is \u201ca totally different ball game.\u201d<\/p>\n\n\n\n<p>Technicians often operate in remote locations under extreme conditions. Their priority is to fix things in the shortest possible timeframe to avoid costly downtime. Reporting and logging services involved time-consuming paperwork, and was a lower priority for technicians.&nbsp;<\/p>\n\n\n\n<p>United Tractors wanted to deliver a mobile app that would make technicians\u2019 jobs easier. They worked with Salesforce Professional Services to deliver a human-centred design solution that put field service technicians at the centre of the design process.&nbsp;<\/p>\n\n\n\n<p>The resulting app enables technicians to submit reporting in a few simple clicks. The mobile app was also made available offline to cater for sites out of internet range.<\/p>\n\n\n\n<p>Testament to the success of this project is that now user adoption sits at 81%. The visibility provided to the United Tractors business has increased customer return on investment and improved customer satisfaction.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" id=\"h-putting-people-before-technology\"><b>Putting people before technology<\/b><\/h2>\n\n\n\n<p>So, how can your business emulate the success of these Trailblazers?&nbsp;<\/p>\n\n\n\n<p>The human-centred design process examines the current customer and employee experiences. This reveals key insights about customer and employee pain points, and how to create better customer and employee experiences.&nbsp;<\/p>\n\n\n\n<p>These insights are then used to guide technical decision making to ensure the technological solution is focused on delivering the best human experience\u2014for your customers and employees.<\/p>\n\n\n\n<p>Human-centred design is enabled by technology, not led by technology. To be successful, digital transformations must start with the human experience and work backwards.&nbsp;<\/p>\n\n\n\n<p><i>Salesforce Professional Services can help you transform your business and accelerate innovation using a human-centred design approach. <a href=\"https:\/\/www.salesforce.com\/ap\/services\/advisory-services\/overview\/\" target=\"_blank\" rel=\"noopener\">Find out how<\/a><\/i>.<\/p>\n\n\n\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/sg\/en\/authors\/\"><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn how the Salesforce Professional Services team uses human-centred design to guide successful digital transformations.<\/p>\n","protected":false},"author":1,"featured_media":729,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[18,39],"sf_content_type":[],"coauthors":[120],"class_list":["post-730","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-digital-transformation","sf_topic-trailblazer-story"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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