Post-Digital Transformation, Now What?

Digital transformation has been going on for decades. First it was on the financial side of the enterprise, then operations, then marketing. Today all these functions are attempting to integrate, with the customer at the center and technology and data holding it all together (and lots of consultants offering pov’s to the Board). At Zemoga we take a practical approach to building a better company through digital experience – more real world up than powerpoint down. So here are some tips for those on the front lines of this post-digital-transformation world.

  1. Don’t forget the human being at the center of it all. Data is great and we all love technology, but the heart of every company is the people that run it and those that buy its products. And people don’t necessarily like to be “optimized”. The goal of any transformation effort should be a more contextualized and personalized human experience. The rise of artificial intelligence can hopefully support an increase in “organizational intelligence” that guides digital activities, allowing firms to respond in real time to opportunities and to identify problems in customer experience before they grow.
  2. Total experience management and converting data to insights are two primary drivers of top performing brands today1, and its understandable why. The former speaks to the need to integrate all consumer touchpoints, many of them digital, into a coherent narrative for customers. The latter highlights the need to go beyond “infobesity” and really make use of what we’re all collecting. Both drivers require breaking down the traditional siloes inside companies and building new teams of product + experience + technology.
  3. The shift to the cloud and mobile first design are table stakes for enterprise infrastructure today. Both provide flexibility, scale, and reach to consumers. The other side of post-transformation corporate infrastructure is just as important – the apps, experiences, and tools companies are building for their own internal use. Too often digital efforts are focused just on the top line, while internal investments can lead to greater efficiency and effectiveness (and happiness) for employees. Whether it’s sales enablement tools on an iPad, IoT devices in the warehouse, or designing a company intranet that employees want to use, the possibilities for improving the bottom line through better digital experiences are manifest.
  4. Perhaps the biggest challenge of this post-digital world is staying focused on what you do as a firm and where you have a competitive advantage. Many digital transformation efforts begin in response to disruption from startups and upstarts, at which point it may be too late. But that doesn’t mean that large firms need to shift to a VC model, quite the contrary. Just because Ford leverages a global supply chain doesn’t mean it should be a logistics company like UPS, any more than a great marketer like P&G should become an agency. Build an ecosystem of world class partners, commit to a customer first approach, and provide teams with the tools to run fast.

Zemoga has been working on the front lines of digital experience for over 15 years. We’ve helped firms large and small improve their digital marketing, products, sales tools, and customer service experiences. If you’d like to learn more about our proven approach, please reach out

1 “Marketing 2020: Organizing for Growth”, Millward Brown Vermeer

 

Mobile First – Evolution in Financial Services Experience

Designing and building for mobile first is critical for success in Financial Services. Whether built via responsive design techniques or native applications, mobile experiences (tablet and phone) are increasingly the first and most common point of interaction. This is especially true when trying to reach younger Millennial and even GenX audiences. Keeping these best practices in mind can help increase adoption and usage of mobile experiences (and improve ROI).

  1. Adoption continues to rise, with 53% of smartphone users using mobile banking and 28% mobile payments. Heavy use of mobile banking by Millennials (67%) and GenX (58%)1 has opened the door for other financial products ranging from insurance to investments. Activities are no longer just transactional – consumers are researching products and investment strategies, staying on top of events and markets, and interacting directly with customer service.
  2. Security is cited as a prime impediment to even faster adoption. Thankfully, Financial Services firms have been managing privacy and security at an enterprise level for a long time. These protocols need to be adapted to the mobile environment: make application updates simple and seamless (ideally painless), implement advanced two factor password authentication to give consumers confidence in their most sensitive transactions, offer easy to understand privacy options (don’t make the Facebook mistake). Consumers want security and privacy; Financial Services firms are uniquely positioned to provide it as long as they start with the consumer experience first.
  3. The choice of building a native app vs. a responsive design site really comes down to content and functionality. Native is best when the experience is used as a tool “to do things”, with content that is a permanent source of handy reference. Native also make intensive use of the device’s hardware (camera, accelerometer, etc). Responsive works when the content and functionality requirements are essentially the same whether mobile or desktop. Responsive is highly preferred when the majority of traffic is coming from social networks or search engines.
  4. A mobile-first strategy allows for integration of the latest technologies and tools from the very beginning of product development, rather than reverse-engineering the mobile experience at the end of a waterfall. The selection of platforms, development frameworks, integrated infrastructure, and support protocols should begin with the first conceptual wireframes. Not only does this streamline subsequent development, it also allows for ideation and inclusion of new technologies such as Internet of Things (IoT) connectivity.

At Zemoga we believe successful mobile strategies and experiences must differentiate themselves in the market, offering innovation and the ability to adapt to the needs and behaviors of users in an agile manner. Committing to a true mobile first approach will drive further adoption and expansion among Financial Services consumers, delighting users while driving growth in the top and bottom line. If you’d like to learn more about Zemoga’s proven approach to developing better digital products in Financial Services please reach out.
1 Board of Governors of the Federal Reserve System, “Consumers and Mobile Financial Services 2016”

 

Building Better Digital Products in Financial Services

We’ve helped design and build a number of digital products for Financial Services firms in recent years and see recurring themes in this growing area. The shift to integrated Product Management, User Experience, and Technology teams has greatly improved both time to market and user adoption.

 

Millennial Early Onset Nostalgia and Yearning for Yesteryear

Nostalgia is one hell of a drug. Certain songs, places, people, and experiences conjure up fond memories of simpler times before job hunting and student loans crept into our lives seemingly overnight. Looking back on “the good ol’ days” offers an escape from our fast-paced, hectic lives by enabling us to “relive” or otherwise recapture pivotal moments of happiness that cultivated our present sense of self. Utilizing such positive emotions serves as a viable marketing tool, particularly when geared towards millennials who experience a cultural “information overload” that compresses their perception of time while enabling them to romanticize over experiences from the not-so-distant past.

 

So Long and Thank You, Rene!

Zemoga was honored to pair with PENCIL for a second time, this summer welcoming Rene Lopez as our Fellow. Rene has been an integral part of our team over the past three months.  He is a bright young man who always has his hand up to help and has taken on every task thrown his way.

 

Three-Ring Political Circus: Marketed Candidacies for America

 Stream GOP debate coverage via smartphone live and in nail-biting HD. Catch all the action, shouts, ridicules, taunts, and occasionally relevant conversation in our highlight reel as you lethargically scroll through your newsfeed. Follow both candidates on Facebook and twitter as they shamelessly attempt to denounce their opponent.

 

Colombia’s Explosive Digital Immersion

Colombia’s engagement with digital and mobile activity has increased exponentially over the course of the past decade. The nation boasts the third largest percentage of total population online in Latin America. According to GlobalCollect and Newzoo, Colombia had the third-largest Internet user base in Latin America last year, with 31.6 million, trailing only Brazil (118.6 million) and Mexico (56.1 million). While the sheer size of their populations will keep the two Latin American giants solidly in their positions, Colombia was well ahead of the other historical regional giant, Argentina (27.0 million).

 

Pokéfever: A Digital Empire Twenty Years in the Making

I want to be the very best, like no one ever was… the anthem sung by a generation of elementary school pokemaniacs whose obsession with Nintendo’s 1996-1998 release of Pokémon Red, Blue, and Yellow sparked the genesis of perhaps the most lucrative and sensational video game franchise of all time. Young Millennials of the late 90s quickly became immersed in all facets of “Pokelife,” which included several video games, a television spin-off, a turn-based card game, and countless other varieties of merchandise that commanded the attention of young consumers eager to “catch ‘em all.”

 

Snapchat: The Power of Content

The influx of likes, updates, notifications, and suggestions that constantly flood the newsfeeds and smartphones of consumers steadily truncates their ability to process the influx of rapid-fire digital signals and messages. Such messages flash across their screens for brief intervals of time and are whisked away with a swiping thumb motion just as quickly.

 

VR is Awesome, but Should You Care?

After so much waiting and so much hype, consumers can finally get their hands on VR. I mean, you’re probably going to need a lot of patience while you’re waiting for your order and there may be a lot of complaining, but alas, you can purchase it and that is all that matters.