With the continuous development of cloud computing, industrial Internet, mobile Internet and other technologies, more and more industries begin to try to integrate information technology to upgrade and transform. However, the complexity of digital transformation poses many challenges to practitioners, especially smes, at various stages of the upgrading process. How to stand out and maintain the talent, capital and brand advantage in the digital transformation circuit?
On December 27, 2020, the training course of "Tencent Yunqi Digital Transformation Plan" was held in Changsha Yunqi Base. As one of the first selected enterprises in the "Digital Transformation Partnership Action (2020)", Tencent has always paid attention to the process of digital transformation of small and medium-sized enterprises, and successfully held a series of courses in Zhuhai, Shenyang and Nanjing.
The Changsha Station course continued the professionalism and openness of the series of courses. Tian Shenghai, Secretary general of Deloitte College, Zheng Ke, Director of Deloitte Management Consulting, and other prominent figures were invited to share wonderful courses on enterprise digital transformation and design thinking, and had warm exchanges with representatives of local enterprises including Bank of Changsha, State Grid and emerging Internet companies. Grasp the pulse of digital transformation and plan new design thinking in the digital era.
Digital Transformation and Design: How to make a new design?
At the training site, Zheng Ke, director of Deloitte Management Consulting, first detonated the brainstorming of the participants through the topic of "Redesign flatcar application in the digital age". Zheng Ke believes, "Who we serve, what products we serve, what channels we serve them, this is a design challenge basic requirements."
Under the guidance of experts, the on-site students put forward a wealth of new design concepts for the traditional "flatbed car", including the concepts of smart shopping cart, smart wheelchair, smart social tablet, smart container and so on, giving flatbed car more digital attributes. Zheng Ke analyzed and proposed two core elements: digital transformation includes business transformation and organizational transformation.
Zheng Ke believes that business transformation includes optimizing business model, improving customer experience and building brand image, while organizational transformation requires changing culture, which he illustrates with the example of Deloitte DNA. At the same time, Zheng Ke believes that business transformation and organizational transformation need to be deeply integrated to make digital transformation have a far-reaching impact, rather than simply adopting new technologies or limiting a certain stage.
In addition to the two core elements, Zheng Ke also mentioned the four dimensions of digital transformation, namely customer-centric, new business model, cutting-edge technology and thinking mode, and emphasized the importance of design thinking in the whole transformation process. "Design is everywhere," says Zheng Ke.
How to use design thinking for digital Transformation?
How to make good use of design thinking in the process of digital transformation of many different industries?
"When designing a product, we need to think about whether we need the product, whether the technology is feasible and whether the business is sustainable. These are the core elements," Zheng Ke said. Regardless of the industry, the increasing convergence of business models and the decreasing technological threshold have highlighted the importance of design thinking. Therefore, design thinking should be combined with consideration of commercial value, human needs, and the feasibility of technology three aspects.
As for the characteristics of digitalization, Zheng Ke believes that digital leadership plays an important role in the transformation. "Digital leadership is one, the ability to imagine, the ability to imagine the future, the ability to communicate, the ability to create a lasting impact, to build a diverse team, to manage talent change, and so on, which is a quality of digital. Design thinking is about exercising our imagination, communication, influence, collaboration and so on. There is a natural connection between digital thinking and digital leadership."
Finally, Zheng Ke concludes that design thinking consists of five elements: empathy, definition, conception, prototype and testing. Among them, empathy and definition mainly need to be put into the real scene to feel the user needs, and then through HMW and brainstorming two tools to conceive, find out the specific feasibility requirements in multiple possibilities, and finally realize the prototype product that can be displayed and tested.
On-site digital project practice, hand by hand to teach enterprises to use design thinking
In the practical part of the project, Tian Shenghai, secretary general of Deloitte Institute, acted as the judge and guide, which made the on-site students deeply feel the key of design thinking to improve user experience in the digital transformation.
First, students in each group learned the concept of "metaphor" through a Lego building competition, and then carried out a digital project practice with the theme of "Together". The project proposed that in the digital age, if it is increasingly difficult for people, people and enterprises, enterprises and enterprises to focus on and follow the heart, each group of students should choose a scene and design a product to establish a more humane connection.
The five groups of students designed the equipment operation and maintenance platform aiming at the shortage of talents in the traditional operation and maintenance industry, the Neighborhood Bridge APP to solve the problem of neighborhood trust, the project visual management system to solve the low efficiency of multi-party communication in the project, the digital comprehensive service platform to solve the difficulty of enterprise recruitment and employee employment, and the life intelligent assisted Happy 365 system. In the voting, the equipment operation and maintenance platform and the Happy 365 system won.
Tian believes that the purpose of the practice is to help people think about products and solutions from the user's perspective. It deeply conforms to the first step of design thinking, namely "really observe what users are doing", and excavates the real needs of users in the empathic stage.
Tencent Yunqi Digital Transformation Training is jointly planned by Tencent Yunqi and Deloitte (China). As a professional course jointly created by China's leading industrial digital platform enterprise and the world's largest consulting company, "digital transformation training" is precisely positioned at four different stages of enterprise digital transformation exploration, participation, deepening and realization. Help enterprises to improve their own capabilities in integrating digital technology, promoting business innovation, responding to business needs and so on, and finally integrate into the wave of digital industrialization and industrial digitalization.
