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DIGITAL TRANSFORMATIONCure and Necessity

Robert van TolConsultant & Client Directorlinkedin.com/in/robvantoluk@R_van_Tol

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HelloMy name is Rob … and I do digital transformation

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LOTRANSFORMATION

EVERYONEES

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DOINGTRANSFORMATION

EVERYONE IS

(IF UNCONSCIOUSLY)

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HARDCUREBUT IT’S A REALLY

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TARGET Continual Technology Change Evolving Cultural Norms Increasing Customer Expectations Beginning Pedagogic Innovation

AND A MOVING

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SMALL BATTLESSO IT IS BEST TO WIN

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NOT A LOT OF ROOM TO MANOEUVRE

BEST TO RECOGNISE

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BEST NOT TODO NOTHINGFewer Students Poorer Student ExperienceLess Real-world Relevance Endangered Financial SustainabilityLess Pedagogic Innovation

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Hamish Starting 2018Artificial Intelligence & Computer Science?

RobinStarting 2021Business with Marketing?

BEST THINK OFTHEIR NEW WORLDPOST 2000 DIGITAL NATIVES

Learns online

Make & keeps friends online

Experience at lot of world online

Tech savvyKnow good (and bad)

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BEST TO GET STUCK INTO THE NEW POLITE WAR

TOP RANKED

BOTTOM RANKED

MIDDLE RANKED

Battling Global Competitors

Battling for a Strong Niche

Battling Everyone

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precedent.com/bumsonseats

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Battlegrounds

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THE PUBLIC WEBSITE4 BATTLEGROUNDS

INTENSE

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USED TO BE BIG

DIGITAL CAMPAIGNS4 BATTLEGROUNDS

ON HOLD

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CAMPUS EXPERIENCE4 BATTLEGROUNDS

GROWING

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ONLINE 1st UNIVERSITY4 BATTLEGROUNDS

INNOVATORS

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UNI RFP-ITTs4 BATTLEGROUNDS

3 Digital Transformation Strategic

9 Digital Strategy Strategic

2 Digital Workspaces Strategic

2 Campaigning Strategic & Tactical

11 Website Improvements Tactical

1 Digital Print Tactical

0 Website developments Tactical

last 6 months (Q2 & Q3 2015)

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Change

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ENERGY FOR CHANGEYOUR RESPONSETACTICS

User Journey

Radical Simplification

Content Professionalism

Personalisation

Student Life

Social Media

Student Experience

Digital Literacy

Persuasion Techniques

Showcasing

STRATEGIES

Customer-led

Marketing-led

Lifelong Connection-led

Pedagogical Innovation-led

Employment-led

Digital Transformation

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ENERGY FOR CHANGESENIOR MANAGEMENT

95 00 05 10 15 20

AUTHORITYwithin theUniversity

Head of Digital

Digital Manager

Web Manager

Webmaster Developer

Senior ManagementMember

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ENERGY FOR CHANGEWHAT IF DIGITAL WAS A NEW CAMPUS

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TheGreatCourses.co.uk

ENERGY FOR CHANGELEARNER-LED

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ENERGY FOR CHANGEME TOO-ism

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… if it reveals that 10 out of 10 of

our closest competitors have a

responsive website then this

feature will become an absolute

necessity.

“

ENERGY FOR CHANGEME TOO-ism

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Plan

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TRANSFORMATION BATTLEPLANAmbition1. Be Customer-centric2. But not in isolation of what is possible

3. Get senior buy-in and ownership

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TRANSFORMATION BATTLEPLANConstraints3. Consolidate your total capability4. Be realistic and focus on benefits

5. Walk first and avoid short-cuts

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shared idea

lived experience

how it works

effective plumbing

TRANSFORMATIONBATTLEPLAN

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FIXING THE EXPERIENCE

insight-lead

radical idea seeking

customer driven

constraints limited

fashion influenced

FIXING THE DELIVERY

finance-lead

consensus seeking

agenda driven

resource limited

ego influenced

TRANSFORMATIONBATTLEPLAN

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Strategy

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PROSPECT LEARNER PROFESSIONAL ADVOCATE

MORE THAN ONE EXPERIENCER

CUST

OM

ER-L

ED S

TRAT

EGY

HOME / INTERNATIONAL

CARER / CAREFREE

IN WORK / NOT IN WORK

YOUNGER / MATURE

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MORE THAN ONE EXPERIENCE

CUST

OM

ER-L

ED S

TRAT

EGY

Depth comparison & research

Do transactions: apply & pay

Revision and exam prep

Getting learning resources

Early lightweight scoping

Finding who’s who

Facilities (shops, cafes, ATMs)

Finding free PCs & study spaces

Getting there

Wayfinding around

Small Screen Big Screen

Getting in touch withResearch: library & open sources

Diary & Timetable: what’s next Writing assignments

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CUST

OM

ER-L

ED S

TRAT

EGY

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CUST

OM

ER-L

ED S

TRAT

EGY

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CUSTOMER-LED STRATEGYRadical Simplification Doing less, better

Selling Rather than explaining

You-basedRather than we-based

Showcasing ExcellenceNot giving everything a place

Prioritising Making though choices

CUST

OM

ER-L

ED S

TRAT

EGY

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CUSTOMER-LED STRATEGYNew Homepage

New Information Architecture

New Course Finder

New Course Page

New Course Copywriting

CUST

OM

ER-L

ED S

TRAT

EGY

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MAR

KETI

NG

LED

STRA

TEGY

University of Birmingham – Circles of influence

University of Cardiff - Thrive

Leeds College of Music

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LIF

ELO

NG

CO

NN

ECTI

ON

LED

STR

ATEG

Y

Make your mark here

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PEDA

GOGI

CAL

INN

OVA

TIO

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ED S

TRAT

EGY Student

SupportStudent

ManagementAcademic

LifeStudent

Life

Learning Support

Counselling

Careers Guidance

AdmissionRecruitment

FundingEnrolment

Module SelectionTimetables

Discipline &InvestigateGrades

StudyingAttendance

Practical Learning

Assign-ments

Academic Blogs

Exam Prep & Exams

LibraryFeedback

Accommo-dation

New to University

Sport, Clubs & Societies

End of Year

University Events

Leaving(Quitting)

Placements

Graduation

Your Future Plan

Student Digital Workspace

Students Union

Payments

ITC Help

Financial Advice

Disability Assistance

Faith & Religion

Targeted Support

(eg Care Leavers)

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PEDA

GOGI

CAL

INN

OVA

TIO

N L

ED S

TRAT

EGY Student

SupportStudent

ManagementAcademic

LifeStudent

Life

Student Digital Systems

HelpdeskCareer System

Case Management

Student RecordsEnrolmentTimetableFinance

Online Store

VLELibrary

Learning ResourcesMarking & FeedbackPlagiarism Checker

Personal Tutor SystemResearch Repository

Shared Study

Events CalendarClubs & SocietiesRecreational Sport

Student Union

Email and Twitter and SMS and VideoOffice Apps and Cloud Storage

SharePointSingle Sign-On

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PED

AGO

GICA

L IN

NO

VATO

N L

ED S

TRAT

EGY

Quotes from research about Course Notes and Lecture Slides

“Not found one lecture note yet” – Mature student

“User interface is absolutely awful” – Younger student

“It’s like a computer from the 1980s” – Mature student

“Different lecturers use different formats, PDF in week one; week two it might be a different programme. Some you can see online. Some you have to download. Some email it. Some use the XXX System. It’s beyond confusing trying to get all your notes together.” – Mature student

YOU DON’T MEAN TO CAUSE PAIN

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Digital WorkplaceIntegration Options

Lightweight Portal-style

solution

Unified design

Coherent experience

Technically Fully integrated

Single Source of Truth

Different designs

Separate experiences

Technically Unintegrated

Multiple Source of Truth

Medium-weight UX-led solution

Heavyweight Technical solution

Less INTEGRATION More

PEDA

GOGI

CAL

INN

OVA

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EMPL

OYM

ENT-

LED

STRA

TEGY

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DIGI

TAL

TRAN

SFO

RMAT

ION

STR

ATEG

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DIGITAL TRANSFORMATION STRATEGY

Revised Team Structure Consolidate and expand

Laid out Digital PrinciplesShowing how digital should work

Experience MapsShowing what digital looks like

Outline Business CasesPackages of work to progress

Integration with exists streams Putting digital in context

Started the culture changeWhat does it mean to be digital

DIGI

TAL

TRAN

SFO

RMAT

ION

STR

ATEG

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DIGITAL TRANSFORMATION STRATEGY

Set out a roadmap Three phases of growth

Laid out Digital PrinciplesShowing how digital should work

Supported Business CaseBig investment & deep change

Supported Culture ChangeCreating mass staff events

Now delivering core websiteSetting the foundation stone

DIGI

TAL

TRAN

SFO

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Choice

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CHOICESYOU HAVE MANY

Different levels of transformingDifferent battlegroundsDifferent strategiesDifferent tacticsBut obviously doing nothing is one of them…

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BADRISKS to HE

Sector

Student Poaching

Academic Inflation

Political Hot Potato

Devalued Education

Snob Value

Education

TOP Universities

BOTTOM Universities

INTERNATIONAL Universities

TRANSNATIONAL Education

NEW MARKET Entrants(e.g. CompetencyManagement Platforms)

{Smaller PREMIUM

ALTERNATIVES

Degree SATURATIONGrade INFLATION}NEWS

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GOODSTRONG FUTURE DEMAND

Preparing the Young for Work

Upskilling and

Retraining

Growing Global Middle Class

Aging Population

NEWS

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Robert van TolSenior Strategy & Creative Consultantlinkedin.com/in/robvantoluk@R_van_Tol

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