The Importance of Design in Digital Transformation: A Designer’s Perspective

The world is so ever-changing that we had to invent terms like VUCA, BANI, TUNA and the ilk. The world of Digital transformation evolves even more rapidly. Design plays a bigger role than ever in shaping user experiences and driving business success. It’s no wonder why design-driven companies have outperformed the S&P Index by 219% over 10 years (https://business.adobe.com/blog/the-latest/15-mind-blowing-stats-about-design-led-businesses). As we see a deluge of AI generated content and design, we need to lean in and become more human for us to have any true differentiation. From creating intuitive interfaces to developing cohesive user journeys – we need to ensure that technology not only meets functional needs but also resonates with users on a deeper level. One area where the impact of design is particularly profound is in the realm of Enterprise Resource Planning (ERP) systems.

Digital transformation is more than just dropping new technologies into existing business processes. It is a holistic approach that reshapes how organizations operate and deliver value. This transformation encompasses a range of innovations, from cloud computing and artificial intelligence to data science. It also encompasses process redesigns and mindset overhauls. At its core, digital transformation aims to improve efficiency, enhance customer and employee experiences, and drive innovation.

In a world of perfect competition with over 80 “popular” ERP vendors and hundreds of smaller products, features and abilities start to blend in and become similar across the spectrum. A major differentiation for products then is in their User Experience and Design. Similarly, with hundreds of ERP System Implementors, the major differentiation can come from Design Thinking and Service Delivery Design.

The Role of Design in Digital Transformation

Design is the bridge between technology and the user. It translates complex functionalities into accessible and engaging experiences. In the context of digital transformation, design ensures that new technologies are not only functional but also intuitive and user-friendly. As my Design Office colleague Niyam might put it – in the world of ERP, “Adoption beats Perfection”. If you don’t have the user at the centre, you may get a “perfect” system, but you will never realize the value you hoped to reap from it. Here are several ways design contributes to successful digital transformation:

1. User-Centered Approach: Design thinking, a methodology centered on empathy and understanding user needs, is crucial in digital transformation. By focusing on the end-user, designers can create solutions that are tailored to specific pain points and requirements. This approach ensures higher user adoption and delight. By imbibing this, we make sure we never veer from the purpose for which the ERP was selected as a tool.
2. Simplification: Digital transformation often involves complex systems and processes. Design helps to simplify these complexities through clear and concise interfaces, making it easier for users to navigate and perform tasks efficiently.
3. Consistency and Cohesion: A well-designed digital transformation strategy ensures consistency across all touchpoints. This cohesive approach not only strengthens the brand but also provides a seamless experience for users, whether they are interacting with a mobile app, a website, or an ERP system. Design consistency when designing solutions can reduce the learning curve of the new system.
4. Innovation: Design Thinking lets us quickly empathize, experiment and evolve our service delivery, our solutions, and our products to fit the unique context of each of our customers. Some of our most innovative ideas like our AI Assistant Orbri and our Video Game & AR based onboarding process come from our Design Thinking sessions.
5. Analysis: Decision Dashboard Design is another major aspect of the work I do with Orbrick. It is important to highlight the right information in the right context and the right time so that ERPs can be used to take the right decisions.

Conclusion

As digital transformation continues to reshape industries, the role of a Design Office becomes increasingly important. Designers bring a unique perspective that ensures technology is not only functional but also engaging and user-friendly. In the context of ERP consulting (which is a traditionally non-design-led industry), design can significantly enhance user experience, drive adoption, and ultimately contribute to the success of digital transformation initiatives.