“In today’s ultra-competitive market, user experience is a key point of difference,” explains Daniel Williams, Head of User Experience at Corporate Travel Management AU/NZ. “The reality is that if users have a hard time achieving their goal, whether it’s buying a T-shirt or applying for a loan, they’ll go somewhere else. Likewise, if people have a great experience, they will keep coming back.”
Adopting an agile mindset is a highly useful way of thinking and working. That’s especially true when you’re considering digital transformation in 2021 and beyond, a time of deep uncertainty and worry about the future. But even in the most uncertain of times, it’s important to have a roadmap to guide your actions. These digital transformation case studies will demonstrate what’s possible, and how you can achieve your own business digital transformations, with the help of a micro-credential to guide the way.
Providoor brought fancy food to your door
In a time when Melbourne’s fine-dining establishments had to close their doors to patrons, local luminary Shane Delia changed the way we treated ourselves with food.
As their FAQ explains, “Providoor is a marketplace designed to deliver food from Melbourne’s best restaurants to consumer’s doors. All meals are chef-prepared, restaurant quality and finished by you.” Essentially functioning as a high-end clearing house for a disparate array of Melburnian eateries, the online service allows customers to have high-quality meals at home, providing the finishing touches and plating themselves.
In June, Shane told Broadsheet, “The industry can sit here and worry that things aren’t going to be like they were, or we can pivot hard, not just to survive now, but to continue to thrive in the future.” That meant building the digital infrastructure to coordinate online orders, food preparation and storage, and timely delivery across a network of unaffiliated businesses and customers who were paying good money for a fancy meal service. It also meant providing an online ordering system that could replace the feeling of perusing an in-house menu and consulting with a waiter, complete with detailed descriptions, beautiful photos and easy-to-follow instructions for prepping the food when it arrives.
The service’s uptake was impressive, with order numbers reaching 25,000 in one given weekend. But now restaurants are open again, is it all over for Providoor? Not at all – they have immediately pivoted to offerings based around events (like the Melbourne Cup) and limited-edition curated collections that build a multi-course meal from dishes chosen from different restaurants. In addition, they have expanded delivery options to include NSW, ACT and South Australia.
Tabar took agility culture everywhere
Ed Wong of Tabar shares his story with us: “My business has relied on getting hundreds of people together in a room for in-person conferences, so the onset of COVID-19 has understandably put a dent in that.
As far back as 2016, I started thinking about how changing working habits such as remote working, and improvements in tech like increased bandwidth and VR/display tech would affect the in-person conference and workshop experience. One of the first experiments was having speakers at conferences appearing from distance using Zoom – this started in 2017 with an appearance of MIT’s Dr Peter Senge as a ‘surprise’ keynote speaker. In 2019, we ran a workshop run by Product Management expert John Cutler, in California, with participants in Australia and New Zealand. These experiments left me in a position where I felt somewhat ready for when the rest of the populace was ready to accept more remote-friendly formats.
March 2020 catapulted everyone into remote-first mode, whether they liked it or not. I realised that I would rapidly have to shift to remote delivery of content, so I put together a program of talks as workshops drawn from the ‘greatest hits’ from previous editions of my three conference brand. We called this LAST (Lean, Agile and Systems Thinking) Anywhere, after the most well-known of the three events that Tabar runs.
The majority of these sessions were a ‘pay what you feel’ model, inspired by the Lentil As Anything community restaurant method. As I wanted to maintain a spirit of community within my audience, and not just be a series of webinars, we introduced a concept called LAST Clubhouse that tries to overlay features promoting communication and camera use for members – message boards and online activities such as a weekly communal playlist and regular online ‘campfire’ gatherings. We have also been able to have participants and speakers from all over the world: Australia and New Zealand, Japan, USA, Canada, UK, France, Singapore, Sweden, Mexico and more have been represented.
The effect has been that Tabar has been able to operate, even without the revenue that we would have generated during the year of having conferences in five cities in Australia. Ongoing survival will rely on the health situation improving in 2021, but the effect of people being able to and continuing to work from home and becoming used to accessing content like this online will be something that continues beyond the pandemic. Exactly how, I don’t know. We will have to keep adapting rapidly, as we’ve had to for the past nine months.”
Tailor your offering to the audience
“User experience is crucial to modern product development because it aims to balance the needs of users with business outcomes by understanding real users’ behaviours, attitudes and goals through research,” says Daniel. “It’s not enough to develop products or services on assumptions or even to ask users what they want. It is with thorough research and collaborative ideation that we can understand what users need and help design experiences that are useful, desirable and usable.”