 Okay, so as I said my name is Jefferson Cornelius and I'm with the cognizant technology So my kind of profile starts with you know being an interaction designer first and slowly getting into business development now into digital strategy and So I thought you know for this particular Occasion I thought I'll quickly talk about design thinking in producing digital strategy Both are two big buzzwords right now the design thinking and digital strategy I thought like you know it'll be nice to hear from my experience as well as I kind of seen the in the in the enterprises so basically Right, so it's interesting right I mean The buzzword is just a digital and then earlier and what what was digital was you know Just that digital watch my dad used to buy and then it had this LED displays But now digital is something completely different and I'm going to talk a little bit away from the design into more business consulting And more into the strategy part right and that's where I see that you know the appreciation of design thinking in producing strategy Will stand good so that is where right so when we talk about digital and then we talk about design We have heard speakers speak about you know experience design how you know things are so useful in you know building up the Strategies for the enterprises, but what is digital strategy right and how what are the components of it? And how can really design thinking help it right that's I'm going to quickly touch upon that right? so digital strategy is basically for me Nowadays, you know I met a colleague and he was thinking like hey everybody's talking about digital strategy and digital So what exactly that is and whatever is not mainframes is now turning up to be digital So you're talking about enterprise applications. You're talking about web applications. You're talking about mobile everything come in come I'm in combination you have digital and then how do you really produce the digital strategy now clients come in and ask you What is my what is the strategy that you're going to give me right so it's it's but if you see you know Experience design has a large portion in the digital strategy part right and obviously your business goals and objectives Right, and how are you really going to lay up your you know roadmap to? To produce that particular the strategy you know all the application that you're talking about the group of application or the ecosystem that you're going to develop and How are you really going to communicate right the communication strategy right and the channels? What the different kind of channels web was one now mobile it could be social it could be something else tomorrow Are you really going to incorporate that into your strategy and your products existing products your apps and and right in the Center is there your your innovations and then everything is enabled by your technology So in a way, it's not just your experience is I experienced design is a major part But we do really have to think about the all the other factors that found the digital strategy right so it's very interesting that I Mean whatever I put on the it doesn't mean any size of it or scale of it But it's just there right so it's interesting that Everybody are talking about digital strategy in a nod and want to get the best out of of every every guys But one big problem that I see is Convergence now I have these different groups different streams coming in say like analytics groups are coming Right, I mean in your companies you would have seen right analytics you have marketing is one team Design another team and you have Technologies coming in and say like this won't work and the business consultants coming in and say like this wouldn't work Now this particular digital consultant or the guy who actually drives it, you know He has to bring the convergence right he has to bring everybody together and say like okay This is the proper strategy that a client needs to do or go about and do an implementation roadmap for it And he doesn't have a lot of time in in a typical digital strategy engagement What really happens is it's mostly four to six weeks a maximum ten weeks Within that he has to bring a lot of people together You know make a mindful decisions and so that he he or she you know does the right thing and then do not You know fail in that particular short time, right? So it's it's it's a convergence becomes a big problem now. Maybe not in the future, but right now So that is where you know we found or like interestingly You know the design thinking Really really helps as designers I don't have to really talk to you about the design thinking aspect of it But these are some of the key questions that have been asked in terms of the digital strategy, right now What are we trying to achieve? Right financials it could be financials You know who are we serving? Customers users or if you if you're talking about a digital India or like that kind of a country or the You know city specific its citizens that are central, right? How do we do it? No channels the marketing's and You know, are we really going to achieve something that is the ROI factor that we're talking about, right? How are we going to enable it? That's a technology. Why are we doing it? Maybe it's competition, right? And how are we going to do it do the diagnostics first? So these are the some of the you know Questions are very active questions that you really ask when you do the digital strategy part of it And everything if you see it's kind of related to your design kind of thinking, right? So that is where when we talk about really convergence in terms of digital strategy The design thinking concepts really come alive when you produce it. It is that I mean digital strategy basically try applying, you know a lot of These these factors into your, you know All the techniques into your the way you produce digital strategy You will be amazed to find the kind of results that you get, right? Predominantly, I've just put these four key elements in terms of design thinking, right? Empathy creativity rationality and business and most of you guys know what it is Empathy creativity rationality business is not exactly in that order Certain clients might need, you know a variable, you know in a creativity could be more, you know business could be more You know and then empathy could be more so it totally depends But then if you can play around with these four factors and then you can really get a good Convergence and then the resultant is a good digital strategy. So basically Interestingly a lot of companies that right now, you know are looking at this, you know, they want innovations, right? I mean they want innovations right away and digital strategy when you produce it They say like okay fine. How are we going to do it differently? So interestingly if you see right in the middle is innovation about your the chart there like viability Desirability and feasibility. So if you combine all these together and then get a really good digital strategy You can really point out into the right innovation. That's that's that's been an experience And I think that that would be most of your experience as well. So If you see You know what does the client really want these days? I mean I mean interestingly they are they don't have much time the competitions are growing really disruptive You know, somebody is somewhere coming up with really great ideas Now one is trust demanding you have a really short time and and then in within that short time You have to really give a really good strategy meaning, you know therefore you have to establish the trust and This kind of certain certain techniques in the design thinking area like your typical design Techniques that you do right contextual inquiry or your persona development scenario validation The usability testing and all those things really or concept testing this really help in building that particular trust You know, okay, you are in connect with the users. You are in connect with the business, right and then Certain other clients are innovation demanding. They say like I need to really beat the competition what I need I need to do So that means you have to really come up with great ideas That's where the creativity goes up and then you study the market so deeply and therefore the clients trust you and then you give the right Strategy so basically if you see a lot of clients, you would have experienced trust demanding or your You know innovation demanding so this pretty interesting on that lines So, you know, I you know, it's what it's all you guys know this But interestingly I was talking about the convergence, right? How do you really bring convergence if you're if you're talking about this strategy? Interestingly my experience has been as well if you bring the the the the customer centricity or the user user centricity Or this even citizen centricity, you know, you really, you know get to the bottom of it You know, whichever team that you are trying to lead, you know, it could be analytics team It could be your technology cloud team, you know big data team You know if you're trying to big bring that focus into those teams and say like, okay, let's together see what is actually the users want You know and in that way, right? You try to you know emanate that kind of a feel to your team and then they kind of you know sink in with you And that helps in you know Quickly getting on them on board and then giving you a good Strategy so this is you know if some of the things that you already know, right? The values the usability part of it the ecosystem part of it the kind of collaboration or the community building and The scalability part. How do you really bring the progressive advantage? So basically? Yeah, so basically if you see You're talking about convergence and you're talking about design thinking techniques, right? Building up in into this, you know, it's really short time four to six weeks you know using that kind of To two major techniques at that we saw it's useful and then we really actively uses the design thinking workshops Right very open-minded design thinking workshops where participator design and you have the designers you have the clients You have the product managers and everybody together and then you sort it out You know that really helps another thing is still struggling, but then the outcome based kind of models, right? The simulations that we are talking about right if you are developing a concept What are you really trying to say to the client in order to tell it to the market, right? So that kind of balancing act that you do really, you know The clients really embrace that and then we have a lot of success stories in it So so those two aspects are there so quickly, you know one of the case studies that we did and interestingly you know This is a Veros management system and this this particular company was located in one region North America and They had a problem like whether to buy a product or you know develop a product, right? That was the key things and then and it's not just your A lot of systems where that you know mainframe systems where they're, you know a lot of other apps mobile everything Whether and they wanted to really create one particular platform kind of a thing so what we I mean There was a big issues and we we kind of developed a team I mean brought down a particular team which has designers, you know Strategists, you know domain experts, you know who really know the systems in and out and then you know We kind of segregated that particular product with the client So there with the design thinking workshop we sat with them and then try to you know You know build a particular model You know that that you see that you know traffic management and inventory management and those kind of things right and then Using, you know rapid prototyping we developed concepts to show them and the clients saying like this is what it would look like And then we also did importantly a financial management for example Are you going to do you know only country specific are you going to go global which they really liked it? so that is kind of the models that we made and That kind of attracted them and do and finally they said let's build the model Let's build the product right so basically if you see if you see the kind of things that you do will really change the client's Perspective and therefore, you know it benefits the clients you and then it could also be in the implementation becomes pretty easy Right, so if you see that is what I am saying, right? I mean the design thinking workshops rapid prototyping the visits that we made to that A particular place the diagnostics that we did you know the big data analysis and user research journey mapping becomes very important And finally the financial modeling So I mean in conclusion what I'm trying to say is digital strategy It could be a buzzword great You know what can designers really contribute to that is immense because the fundamentals could of that thinking You know can be derived from design so you know it's except that you know Even when you develop the strategy that that is you know financial Users global in nature and other things certain design thinking techniques can be really used in bringing people together That's what I call convergence So that gives a lot of success and then and then you kind of really produce a good digital strategy. Thank you