The only constant
Digital transformation is the buzz, but it requires more than creating digital products and capturing user data. DIGITAL transformation is centered on enhancing the customer experience. DESIGN transformation is using human-centered, interdisciplinary processes that seek to understand and fulfill customers’ unmet or unarticulated needs. Analytics form patterns that reveal what customers want and allow brands to align with the customer’s values. It’s empathy that gives it meaning.
The top-level criteria needed for transformation led by design is an ethos of empathy toward your users, a spirit of collaboration, and a vision to tackle business problems as design problems. This approach often requires a radical change in an organization’s direction and leadership must commit to becoming design-forward in their practices, structural organization, and business strategies. Becoming design-forward means using design as an integrative resource to innovate more efficiently. Successful transformation demands building a roadmap and avoiding certain pitfalls.
There are five compulsory steps to radical change:
- Purpose: how is customer experience defined?
- Capabilities: what is the role of design within the company?
- Organization: how are teams structured and do they operate cross-functionally?
- Communication: how is knowledge shared between teams?
- Process: does a shared design language exist?
Attacking these steps allows us to discover the shared basis and formulate a roadmap to creating a truly customer-focused culture to deliver what the business strategy requires for success.
“From the moment I met Jeni I knew she was one of those rare individuals who truly gets it. After speaking with her for just a few moments you’ll feel as if she’s been working in your department or company for years. She brings the right balance between business smarts and creative problem solving.”
– Scott Wadler, VP of Creative, Custom Ink/blockquote>
< blockquote>”Jeni is a powerful force of knowledge, resources, talent, organization, enthusiasm and fun. She combines those attributes, and more, to produce quality, needed and desired, end results for her clientele.”
– Jeff Fisher, Engineer of Creative Identity, Jeff Fisher LogoMotives
Creativity can be seen at the core of every human being and every new idea. It’s this nature that drives us in life and in business. When I speak, this theme is at the core of every topic: leadership, design, organizational effectiveness, design transformation, managing change, and life balance. My goal is to offer audiences an unforgettable experience and unprecedented insight into designing a reality uniquely their own.
“I’ll never forget watching Jeni on stage at Las Vegas at the HOW conference way back when and thinking, ‘This woman gets in-house and is inspiring a whole generation of designers.’ I decided then and there that I wanted to do the same. Thanks for inspiring me to push the envelope professionally and personally.”
– Andy Epstein, Director Studio Operations, Merck/Cella Solutions
“I thought you were a great speaker, funny and lots of great energy! You had a lot of great points on how to take control of your job and your destiny as a designer, I think everyone left that room with plans to make some changes that following Monday!”
– Chad Thompson, Art Director, Dell
“Jeni, you did such a great job providing a synopsis of each presentation and added clarity to each round-table discussion—and your passion for our creed is infectious.”
– Bryan Dilts, Creative Director, Rayment & Collins
“I was thoroughly motivated by your ideas. You were by far the most motivating speaker, with the most relevant information at the conference. Many people I talked with afterward expressed the same thing.”
– Ted Holladay, Creative Services Manager, CTB/McGraw-Hill
“I saw you speak and I was quite delighted. ‘Relieved’ really is an even better word because I knew that it was your session that I was going to come back from and have something legitimate and helpful to show for the time I spent.
– Emily DeGruchy, UX Cirector, Zearn
“Your session was fantastic! You were on fire! All pumped up with a room full of wide-eyed in-house designers gazing up at you. I can’t begin to thank you for your words of wisdom.”
– Gregg Carnes, Founder of Truh’st
“As a conference producer, I have asked Jeni to give workshops two consecutive years. Jeni is a pleasure to work with, both professional and enthusiastic as a speaker. Attendees have described her workshop sessions as the ‘best session at the conference’; ‘engaging and memorable’ and ‘made the entire trip worthwhile’. Jeni is an engaging and memorable speaker. Her energy is contagious and her insights are very valuable and practical.”
– Amy Kritzer, Senior Conference Producer, Institute for International Research
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