Digital Transformation
Kick-off & Setting the scene
Who is this fellow?
Data Driven Design
Agenda
Data Driven Design
• Course setup
• Digital transformation
– What is happening?
– Why is it happening?
• Data revolution
– Then, now, (future?)
– Exemplary instantiations
• Assignment for Wednesday
Where, Why, When, How
COURSE SETUP
Where are you in the curriculum?
Data Driven Design
Why this course?
• ‘How data changes organisations and business models’
(see previous slide)
• “Leading digital change requires managers to have a
vision of how to transform their company for a digital
world.” (Westerman, Bonnet & McAfee, 2014)
Data Driven Design
• Professional profile of the digital creative (thus from the
master data driven design): pioneer in the digital
transformation process ==> this requires understanding
of the business you’re in (business savvy)
Overall course subjects and their
relation
Digital
Transformation
(Week 4)
Digital Transformation
(macro)
My company
(meso)
Transforming
Business
Models*
Transforming
Customer
Experience*
Digital Ethics (don’t do evil)
Process Mining
(Week 6)
* Adopted from Westerman, Bonnet & McAfee (2014)
Data driven
business modelling
(Week 5)
Growth
Hacking
(Week 7/8)
Data Driven Design
Transforming
Operational
Processes*
How
• Monday: introduction of topic
• Tuesday: working on assignment (which is handed out
on Monday)
• Wednesday: presentations and discussion on the
assignment (with the exception of week 7/8)
Data Driven Design
• Test
– Oral Exam (25% of final mark)
– Week 9 (to be planned)
Understanding uncertainty in a new world
INTRODUCTION TO DIGITAL
TRANSFORMATION
Data Driven Design
Definition (Oxford Dictionary)
Digital
Transformation
• (of signals or data)
expressed as series of the
digits 0 and 1. Often
contrasted with analogue
• A marked change in form,
nature, or appearance.
Different concepts
Digitization
the conversion of analog
information into digital form or
digits (ones and zeros)
Digitalization
the use of digital technologies
to change a business model
and provide new revenue and
value-producing opportunities
Digital Transformation (DX)
applying digital technologies
to impact ALL aspects of
business
However, there is still much confusion (see assignment)
DX is a Big Thing
Data Driven Design
Why is it a big thing?
Digital by default
Disruptors
Global scale
Not founded by domain expert
Data Driven Design
What are characteristics of these companies?
Why is this happening: Moore’s law
Data Driven Design
Key driver for succesful digital
transformation
• IT is a precondition, but not the key driver for success
• “This is an era where technology and society are
evolving faster than businesses can naturally adapt.
This sets the stage for a new era of leadership, a new
generation of business models, charging behind a
mantra of “adapt or die.” (Brian Solis)
Data Driven Design
Understanding uncertainty in a new world
INTRODUCTION TO DATA(/AI)
REVOLUTION
Data Driven Design
Not only sexy, but also much sought
Data Driven Design
2006  2016 (now)
Data Driven Design
Will a robot take your job?
• Browse to: http://tiny.cc/DDDBBC
• Choose a profession and see the percentage
Data Driven Design
Key takeaways
• You’re not living in an era of change, but in a changing
era (Rotmans, 2019)
• You’re deciding the shape of this new era!
Data Driven Design