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Digital - Design Thinking = Status Quo | @ThingsExpo #DigitalTransformation
Today, every organization is spending millions on digital transformation initiatives - the future is digital

Every time I call up any customer support and hear the familiar 'all our representatives are busy dealing with other customers,' that my call is very important to them and from the more technologically advanced ones that I am 'fourth in the queue and my approximate wait time is 23 minutes,' I wonder why can't they simply call me back when they are free? They already have my contact number. Some of them actually play some music while I wait - which is still better than those who actually take that opportunity to inform me about their new products.

Have you realized that you might be flying an airline, staying in particular hotel chain or visiting a retailer for ages but unless you sign-up for their rewards / loyalty program you're actually invisible to them? I know there are customer privacy issues at play and a customer might be using different payment options every time but even then doesn't a customer leave enough footprint to enable them to keep track? Every time they ask me to sign-up and be given a fancy membership card, I want to ask them that 'doesn't your system tell you that I've been visiting you for the last year,  how much I've already spent on your products / services' and the fact I've even taken the trouble of filling up your feedback forms? Does anybody in your organization take the trouble of going through that data?

Two weeks back, on a sunny Sunday morning as I was returning home from the regular weekly provisions chore, my car suddenly died on me on a state highway. As I tried to pull to the side I realized that the road had no shoulder. Luckily there was nobody tailing me but I did see not-so-distant headlights in the rear view mirror (for those wondering, in the U.S. it is normal to have headlights on even on the sunniest days). I quickly came out and started waving at the cars speeding toward me so that they had time to move to the other lane safely.

Meanwhile, I also I realized that I needed to call my emergency roadside assistance provider. My cell phone being in the car, I quickly ran back, grabbed the phone, looked up their number and called them - without interrupting the constant waving action to ensure that I don't get buried under not only a pile of cars but probably also charges of criminal negligence.

The moment the call got connected, I quickly explained my situation and shared my exact location (luckily I knew). To my surprise, the first thing the lady at the other end asked me was my 16 digit membership number!  It took her 10 painful minutes - after I had shared my mobile number, last name, first name, mailing address - to identify me. All this in the middle of a highway with cars speeding toward me at 50 miles per hour! The lady also reminded me that I need to inform the police as I was blocking traffic, which I had hoped she would volunteer to do on my behalf. To be fair to her, AFTER she had identified me, a service car arrived within 30 minutes.

As I look back at these experiences and countless others, I realize that some of them could be due to technical limitations but my gut feeling is that the issue is deeper - a lack of appreciation of an actual customer experience - leading to missing use-cases. This suddenly made me pay more attention to a concept which has caught the popular imagination in the recent past - design thinking.

One popular and good case study of design thinking is the Danish 'good kitchen' story - a story of how the problem of malnourished elderly got solved by observing not only the behavior and emotional perspective of the subjects themselves but also those serving them. If you dig deeper you'll realize that it is less about 'what' solutions emerged (although they were remarkable for sure) and much more about 'how' they emerged. The whole practice of literally getting under the skin of the end users to view things from their perspective, removing the sequential process walls between data collection, analysis and solution building and taking a more concurrent approach, a much deeper involvement of the stakeholders themselves in the whole solution design process - all of these are a process approach to arrive at the elusive end goal of superior customer experience.

The whole function of customer support - providing multiple channels to customers to reach out and once they do - how to greet them, listen to them, understand them and their situation at the time of the call, anticipating their implicit needs and then respond to them - would benefit a lot with a generous dose of design thinking. Of course, it would benefit the product / service design function itself - but that's the bigger fish.

Today, every organization is spending millions on digital transformation initiatives - the future is digital. However, while the technologies driving us towards the promised land of digital nirvana might be new, the end objective is as old as business itself - that of enriching customer experience. That has always been the holy grail of every business - to be able to observe their customers so very minutely to be able to better anticipate what exhilarates or disappoints them. But technology alone won't deliver the goods - it never has. Without a more concerted effort to appreciate the customer journey and empathize with their experience, all these technologies might end up solving the wrong problems. I sincerely hope that all those digital evangelists embrace this simple to understand but difficult to implement 'design thinking' approach in their transformation roadmap. Otherwise, after the journey they'll realize that they've come back to the starting point.

About Sujoy Sen
Sujoy is a TOGAF Certified Enterprise Architect, a Certified Six Sigma Black Belt and Manager of Organizational Excellence from American Society for Quality, a PMP, a CISA, an Agile Coach, a Devops Evangelist and lately, a Digital enthusiast. With over 20 years of professional experience now, he has led multiple consulting engagements with Fortune 500 customers across the globe. He has a Masters Degree in Quality Management and a Bachelors in Electrical Engineering. He is based out of New Jersey.

Presentation Slides
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build thei...
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously...

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WebRTC Summit Silicon Valley All-Star Speakers Include

MATTHIEU
Octoblu

MAHADEV
Cisco

MCCARTHY
Bsquare

FELICIANO
AMDG

PAUL
VenueNext

SMITH
Eviot

BEAMER
goTraverse

GETTENS
goTraverse

CHAMBLISS
ReadyTalk

HERBERTS
Cityzen Data

REITBAUER
Dynatrace

WILLIAM-
SON

Cloud
Computing

SCHMARZO
EMC

WOOD
VeloCloud

WALLGREN
Electric Cloud

VARAN-
NATH

GE

SRIDHARA-
BALAN

Pulzze

METRIC
Linux

MONTES
Iced

ARIOLA
Parasoft

HOLT
Daitan

CUNNING-
HAM

ReadyTalk

BEDRO-
SIAN

Cypress

NAMIE
Cisco

NAKA-
GAWA

Transparent
Cloud

SHIBATA
Transparent
Cloud

BOYD
Neo4j

WARD
DWE

MILLER
Covisint

EVAVOLD
Covisint

MEINER
Oracle

MEEHAN
Esri

WITECK
Citrix

LIANG
Rancher Labs

BUTLER
Tego

ROWE
IBM Cloud

SKILLERN
Intel

SMITH
Numerex
WebRTC Summit New York All-Star Speakers Include

CLELAND
HGST

VASILIOU
Catchpoint

WALLGREN
Electric Cloud

HINCH-
CLIFFE

7Summits

DE SOUZA
Cisco

RANDALL
Gartner

ARM-
STRONG

AppNeta

SMALL-
TREE

Cazena

MCCARTHY
Bsquare

DELOACH
Infobright

QUINT
Ontegrity

MALAU-
CHLAN

Buddy Platform

PALIOTTA
Vector

MITRA
Cognizant

KOCHER
Grey Heron

PAPDO
POULOS

Cloud9

HARLAN
Two Bulls

GOLO
SHUBIN

Bit6

PROIETTI
Location
Smart

MARTIN
nfrastructure

MOULINE
Everbridge

MARSH
Blue Pillar

PARKS
SecureRF

PEROTTI
Plantronics

HOFFMAN
EastBanc

WATSON
Trendalyze

BENSON-
OFF

Unigma

SHAN
CTS

MATTELA
Redpine

GILLEN
Spark
Coginition

SOLT
Netvibes

BERN-
ARDO

GE Digital

ROMAN-
SKY

TrustPoint

BEAMER
GoTransverse

LESTER
LogMeIn

PONO
-MAREVA

Google

SINGH
Sencha

CALKINS
Amadeus

KLEIN
Rachio

HOASIN
Aeris

SARKARIA
PHEMI

SPROULE
Metavine

SNELL
Intel

LEVINE
CytexOne

ALLEN
Freewave

MCCAL-
LUM

Falconstor

HYEDT
Seamless

WebRTC Summit Silicon Valley All-Star Speakers Include

SCHULZ
Luxoft

TAM-
BURINI

Autodesk

MCCARTHY
Bsquare

THURAI
SaneIoT

TURNER
Cloudian

ENDO
Intrepid

NAKAGAWA
Transparent

SHIBATA
Transparent

LEVANT-LEVI
testRTC

VARAN NATH
GE

COOPER
M2Mi

SENAY
Teletax

SKEEN
Vitria

KOCHER
Grey Heron

GREENE
PubNub

MAGUIRE
HP

MATTHIEU
Octoblu

STEINER-
JOVIC

AweSense

LYNN
AgilData

HEDGES
Cloudata

DUFOUR
Webroot

ROBERTS
Platform

JONES
Deep

PFEIFFER
NICTA

NIELSEN
Redis

PAOLAL-
ANTORIO

DataArchon

KAHN
Solgenia

LOPEZ
Kurento

KIM
MapR

BROMHEAD
Instaclustr

LEVINE
CytexOne

BONIFAZI
Solgenia

GORBA-
CHEV

Intelligent
Systems

THYKAT-
TIL

Navisite

TRELOAR
Bebaio

SIVARAMA-
KRISHNAN

Red Hat
Cloud Expo New York All-Star Speakers Included

DE SOUZA
Cisco

POTTER
SafeLogic

ROBINSON
CompTIA

WARUSA
-WITHANA

WSO2 Inc

MEINER
Oracle

CHOU
Microsoft

HARRISON
Tufin

BRUNOZZI
VMware

KIM
MapR

KANE
Dyn

SICULAR
Basho

TURNER
Cloudian

KUMAR
Liaison

ADAMIAK
Liaison

KHAN
Solgenia

BONIFAZI
Solgenia

SUSSMAN
Coalfire

ISAACSON
RMS

LYNN
CodeFutures

HEABERLIN
Windstream

RAMA
MURTHY

Virtusa

BOSTOCK
IndependenceIT

DE MENO
CommVault

GRILLI
Adobe

WILLIAMS
Rancher Labs

CRISWELL
Alert Logic

COTY
Alert Logic

JACOBS
SingleHop

MARAVEI
Cisco

JACKSON
Softlayer

SINGH
IBM

HAZARD
Softlayer

GALLO
Softlayer

TAMASKAR
GENBAND

SUBRA
-MANIAN

Emcien

LEVESQUE
Windstream

IVANOV
StorPool

BLOOM-
BERG

Intellyx

BUDHANI
Soha

HATHAWAY
IBM Watson

TOLL
ProfitBricks

LANDRY
Microsoft

BEARFIELD
Blue Box

HERITAGE
Akana

PILUSO
SIASMSP

HOLT
IBM Cloudant

SHAN
CTS

PICCIN-
INNI

EMC

BRON-
GERSMA

Modulus

PAIGE
CenturyLink

SABHIKHI
Cognitive Scale

MILLS
Green House Data

KATZEN
CenturyLink

SLOPER
CenturyLink

SRINIVAS
EMC

TALREJA
Cisco

GORBACHEV
Systems Services Inc.

COLLISON
Apcera

PRABHU
OpenCrowd

LYNN
CodeFutures

SWARTZ
Ericsson

MOSHENKO
CoreOS

BERMING-
HAM

SIOS

WILLIS
Stateless Networks

MURPHY
Gridstore

KHABE
Vicom

NIKOLOV
GetClouder

DIETZE
Windstream

DALRY-
MPLE

EnterpriseDB

MAZZUCCO
TierPoint

RIVERA
WHOA.com

HERITAGE
Akana

SEYMOUR
6fusion

GIANNETTO
Author

CARTER
IBM

ROGERS
Virtustream
Cloud Expo Silicon Valley All-Star Speakers

TESAR
Microsoft

MICKOS
HP

BHARGAVA
Intel

RILEY
Riverbed

DEVINE
IBM

ISAACSON
CodeFutures

LYNN
HP

HINKLE
Citrix

KHAN
Solgenia

SINGH
Bigdata

BEACH
SendGrid

BOSTOCK
IndependenceIT

DE SOUZA
Cisco

PATTATHIL
Harbinger

O'BRIEN
Aria Systems

BONIFAZI
Solgenia

BIANCO
Solgenia

PROCTOR
NuoDB

DUGGAL
EnterpriseWeb

TEGETHOFF
Appcore

BRUNOZZI
VMware

HICKENS
Parasoft

KLEBANOV
Cisco

PETERS
Esri

GOLDBERG
Vormetric

CUMBER-
LAND

Dimension

ROSENDAHL
Quantum

LOOMIS
Cloudant

BRUNO
StackIQ

HANNON
SoftLayer

JACKSON
SoftLayer

HOCH
Virtustream

KAPADIA
Seagate

PAQUIN
OnLive

TSAI
Innodisk

BARRALL
Connected Data

SHIAH
AgilePoint

SEGIL
Verizon

PODURI
Citrix

COWIE
Dyn

RITTEN-
HOUSE

Cisco

FALLOWS
Kaazing

THYKATTIL
TimeWarner

LEIDUCK
SAP

LYNN
HP

WAGSTAFF
BSQUARE

POLLACK
AOL

KAMARAJU
Vormetric

BARRY
Catbird

MENDEN-
HALL

SUPERNAP

SHAN
KEANE

PLESE
Verizon

BARNUM
Voxox

TURNER
Cloudian

CALDERON
Advanced Systems

AGARWAL
SOA Software

LEE
Quantum

OBEROI
Concurrent, Inc.

HATEM
Verizon

GALEY
Autodesk

CAUTHRON
NIMBOXX

BARSOUM
IBM

GORDON
1Plug

LEWIS
Verizon

YEO
OrionVM

NAKAGAWA
Transparent Cloud Computing

SHIBATA
Transparent Cloud Computing

NATH
GE

GOKCEN
GE

STOICA
Databricks

TANKEL
Pivotal Software


Testimonials
This week I had the pleasure of delivering the opening keynote at Cloud Expo New York. It was amazing to be back in the great city of New York with thousands of cloud enthusiasts eager to learn about the next step on their journey to embracing a cloud-first worldl."
@SteveMar_Msft
General Manager of Window Azure
 
How does Cloud Expo do it every year? Another INCREDIBLE show - our heads are spinning - so fun and informative."
@SOASoftwareInc
 
Thank you @ThingsExpo for such a great event. All of the people we met over the past three days makes us confident IoT has a bright future."
Yasser Khan
CEO of @Cnnct2me
 
One of the best conferences we have attended in a while. Great job, Cloud Expo team! Keep it going."

@Peak_Ten


Who Should Attend?
Senior Technologists including CIOs, CTOs & Vps of Technology, Chief Systems Engineers, IT Directors and Managers, Network and Storage Managers, Enterprise Architects, Communications and Networking Specialists, Directors of Infrastructure.

Business Executives including CEOs, CMOs, & CIOs , Presidents & SVPs, Directors of Business Development , Directors of IT Operations, Product and Purchasing Managers, IT Managers.

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Digital Transformation Blogs
Today’s AI cannot create an algorithm that satisfies a human’s intent in all but the simplest cases. What we do have is AI that can divine insights from patterns in large data sets. If we can boil down algorithms into such data sets, then we can make some headway. For example, if an AI-based application has access to a vast number of human-created workflows, then it can make a pretty good guess as to the next step in a workflow you might be working on at the moment. In other words, we now have autocomplete for algorithms – what we call ‘next best action.’ We may still have to give our so...
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more business becomes digital the more stakeholders are interested in this data including how it relates to bus...
Having been in the web hosting industry since 2002, dhosting has gained a great deal of experience while working on a wide range of projects. This experience has enabled the company to develop our amazing new product, which they are now excited to present! Among dHosting's greatest achievements, they can include the development of their own hosting panel, the building of their fully redundant server system, and the creation of dhHosting's unique product, Dynamic Edge.