We talk about digital transformation, but what does that really mean? It’s not just moving from paper forms to web forms. We have the opportunity to connect information, data, and products into a seamless experience for our customers. That is the real potential of the information age, and we are so very unprepared to make this transition.

1. Sarah O’Keefe Lavacon 2019
Adapt or Die:
The Challenge of Digital Transformation

2. The imperative of digital transformation

3. The imperative of digital transformation
Business

4. The imperative of digital transformation
Business
Digital

5. @sarahokeefe

6. @sarahokeefe

7. @sarahokeefe
Content

8. @sarahokeefe
Uh-oh
Content

9. Adapt or die, really?

10. “Digital” is a disruptive innovation.

11. • Printing press
• Assembly line
• Desktop publishing
• Cellular phone service
Other disruptive innovations
@sarahokeefe

12. • Change the cost of products
• Speed up production
• Introduce new features not
available in the incumbent
product
• Displace and/or destroy an
incumbent
Disruptive innovations
@sarahokeefe

13. • Change the cost of products
• Delivery cost basically eliminated
• Speed up production
• Delivery time basically eliminated
• Introduce new features not available in the incumbent product
• Structured content
• Context
• Links
How is digital content disruptive?
@sarahokeefe

14. • Paper content requires distribution
networks
• Electronic delivery shifts (minimal)
cost onto consumer
• No cost to increase reach
• Instant delivery
• Power shifts from producer
(controls distribution) to consumer
(controls attention)
Delivery cost and time
@sarahokeefe

15. • Define and enforce required
components
• Use labels that describe the
information
• Mix, match, repurpose
• Metadata
Structured content
@sarahokeefe

16. Context
@sarahokeefe

17. Context
@sarahokeefe

18. Context
@sarahokeefe

19. @sarahokeefe

20. @sarahokeefe

21. @sarahokeefe

22. • Rendering device (responsive design;
screen reader versus browser)
• Location
• Time
• Level of interest or expertise
• Product configuration
• User or general usage data
• Cross-connecting content
Context possibilities include
@sarahokeefe

23. @sarahokeefe
A need for
“digital transformation”
means you’re old school.

24. @sarahokeefe
Time
Digitalstrategy

25. @sarahokeefe
Time
Digitalstrategy
Old school

26. @sarahokeefe
Time
Digitalstrategy
Old school
Startup

27. • A startup doesn’t have
anything analog that needs
transformation!
• Not starting with a legacy of
print
• No baggage
New companies have a head start
@sarahokeefe

28. @sarahokeefe
Transformation
examples

29. @sarahokeefe
Analog

30. @sarahokeefe
Analog Not analog

31. @sarahokeefe
Analog Digital

32. Crossword puzzles

33. The New York Times crossword—online

34. • Timer
• Highlight the clue/grid area
• Highlight errors
• Statistics and streaks
• Puzzle archive
The New York Times crossword—online
@sarahokeefe

35. @sarahokeefe
Analog Digital

36. • User can change font and
font size
• Dictionary built in so that
you can look up an unknown
word
• Text search
• Potential for video, audio
enrichment
Digital books
@sarahokeefe

37. • Digital has functions and
features that analog does not
• The new product may be
significantly different from
the old product
• Not good enough to move
the analog features into
digital
What transformation really means
@sarahokeefe

38. • Change the cost of products
• Delivery cost basically eliminated
• Speed up production
• Delivery time basically eliminated
• Introduce new features not available in the incumbent
product
• Structured content
• Context
Digital transformation 1.0, aka PDF
@sarahokeefe

39. • Change the cost of products
• Delivery cost basically eliminated
• Speed up production
• Delivery time basically eliminated
• Introduce new features not available in the incumbent
product
• Structured content
• Context
Digital transformation 1.0, aka PDF
@sarahokeefe
Yes

40. • Change the cost of products
• Delivery cost basically eliminated
• Speed up production
• Delivery time basically eliminated
• Introduce new features not available in the incumbent
product
• Structured content
• Context
Digital transformation 1.0, aka PDF
@sarahokeefe
Yes
Yes

41. • Change the cost of products
• Delivery cost basically eliminated
• Speed up production
• Delivery time basically eliminated
• Introduce new features not available in the incumbent
product
• Structured content
• Context
Digital transformation 1.0, aka PDF
@sarahokeefe
NOPE
Yes
Yes

42. @sarahokeefe
Digital transformation is the use of
new, fast and frequently changing
digital technology to solve problems
often utilizing cloud computing,
reducing reliance on user owned
hardware but increasing reliance on
subscription based cloud services.
“
”Wikipedia

43. @sarahokeefe
Digital transformation is the use of
new, fast and frequently changing
digital technology to solve problems
often utilising cloud computing,
reducing reliance on user owned
hardware but increasing reliance on
subscription based cloud services.
“
”enrich information delivery

44. @sarahokeefe
Digital transformation
is the use of technology
to enrich information
delivery.
“
”
In the content world…

45. @sarahokeefe
What should
we do??

46. Enriched information delivery
@sarahokeefe
https://gifteee.com/products/encyclopedia-
prehistorica-dinosaurs-the-definitive-pop-up

47. • Flexible presentation
• Connecting related
information
• Context
Enriched digital information delivery
@sarahokeefe
https://gifteee.com/products/encyclopedia-
prehistorica-dinosaurs-the-definitive-pop-up

48. Flexible presentation
@sarahokeefe

49. Flexible presentation
@sarahokeefe

50. Flexible presentation
@sarahokeefe

51. Flexible presentation
@sarahokeefe

52. Cross-linking content (NetApp example)
@sarahokeefe
https://www.scriptorium.com/2016/04/creating-a-unified-
customer-experience-with-a-content-fabric/

53. • Time
• Location
• Home or work?
• Customer journey
(researching or buying?)
Context
@sarahokeefe

54. @sarahokeefe
The struggle is real…

55. @sarahokeefe
The struggle is real…

56. @sarahokeefe
The struggle is real…
Licensed September 5, 2019 for presentation use

57. But really. Adapt or die??
@sarahokeefe

58. How about a nice paper map?
@sarahokeefe

59. Or a lovely videotape?
@sarahokeefe

60. • Because your competitors
will destroy you.
• Typically, disruption results
in production costs dropping
by 90%.
• Unless you make art books,
you cannot win without a
digital strategy.
Why can’t I just ignore digital?*
@sarahokeefe
* No, PDF does not count.

61. Digital transformation may take you in
unexpected directions.

62. Start thinking about how to adapt
@sarahokeefe

63. Questions?
@sarahokeefeUnless marked otherwise, images courtesy of Pixabay