The year 2023 will be remembered as the year we realized the power of technology. Generative AI burst into our lives and has managed to create a revolution that touches each and every one of us, shaping new habits and behaviors, which will, of course, also affect digital experiences. Today, digital experiences are everywhere, integrated even in the physical space, and will continue to expand into other areas. This compels us to understand that digital now transcends the traditional digital assets of the organization (such as websites and apps).
When we speak of opportunities today, we can no longer discuss digital experiences without mentioning innovation. Digital innovation is the need of the hour. Our customers expect advanced experiences, and as such, they require the integration of advanced technologies. The availability of these technologies often allows us to “leap over obstacles” and create advanced products and services.
True digital innovation is born from a precise connection between need and technology. Even if we use the most advanced technology, if it doesn’t meet a real business need of the customer, or isn’t provided at the right time, channel, or context, we will not be able to create the digital experience that generates impact. Identifying the Use Case is a critical stage in the process.
What should be done and where should we focus this year?
Get to know the technologies: Ask ourselves whether the existence of a technology changes the way we approach solving a problem or creates new opportunities that didn’t exist before. From our experience, at least 2-3 things you’ve planned can be done differently with Gen AI, perhaps better and with less effort.
Examine what makes up our work plan: Is 80 percent about alignment or digital innovation? Many organizations are in an endless race to improve and modify their existing digital assets. But maybe a smart agent could replace our app? Perhaps it’s better for us to create a presence in other channels where our customers are engaging?
Look at the digital customer journey outside the organization and explore connections that could enhance the experience: social commerce, wallet integration, communication channels, embedding within other organizations’ apps, plugins, and more.
Adopt methods from the product field that help identify and refine use cases, clarify value propositions, think in terms of MVP, and quickly launch products that bring value to customers.
This article was written by Avivit Ben Simon, Director of Digital, Innovation, and Customer Experience at Strauss Strategy.
