Making the case for Digital

2015 2013 2018 • A few specialists,

siloed and hidden

• Outdated and unsupported technology

• Strategy existed only on paper

• Weak governance, no senior oversight

• No learning programme for the organisation

• A fully integrated team

• Organisation wide learning, to increase capability

• Corporate strategy that recognises digital at its core

• Full commitment to refresh all core digital assets by year end

• Long term financial commitment

• Clear, executive-board led governance

• Developing hubs of expertise in key areas

• Digitally equipped organisation

• Central specialist support team with skilled practitioners in all required areas

• Fully embedded governance and strategy as part of ‘business-as-usual’

• Ongoing investment and innovation

Digital transformation at the NSPCC

1. prioritise and learn

2. assume nothing

3. keep it real

4. make it fun

Four steps to engaging your board in digital transformation

1. prioritise and learn

1. prioritise and learn Its hard to do everything at once. Have a clear plan of how you are going to introduce your four key areas: • Strategy

• People – skills, learning and structure

• Governance and processes

• Technology

Think about what’s going to be easiest to get people motivated – and it’s probably going to be technology last.

Beta

Just like the products that we create, our organisational transformation will be in permanent beta.

We will never be ‘finished’ with transforming in response to digital progress.

Learning

As quickly as possible have a plan for organisational learning: For business leaders so they know how digital can help solve their business problems at a strategic level. For operators and product owners so that they have the hands on skills they need to carry out their jobs just as effectively in a digital medium as in a traditional medium. For all staff so that they know how digital can make their day to day jobs easier.

2: assume nothing

2. assume nothing You need to start by really understanding what the level of digital knowledge is at board level Three good building blocks to start the journey toward achieving buy in: • What ‘it’ is (not IT)

• Keep it simple

• Spend time one on one

What ‘it’ is (not IT)

Keep it simple

We’ve all seen slides like this…

Keep it simple

…and this…

Keep it simple

…and this…

The GDS created a set of digital design principles. Just like the services being created, they are clear and accessible. Removing jargon has enabled anyone – public and staff – to understand what they are trying to achieve. They also evidence their success through data and the voice of the services themselves, creating powerful examples to back up their principles.

Case study: Government Digital Service (GDS)

Spend time one on one

You can’t expect a ‘one size fits all’ approach to work, or to transact all your business in the boardroom.

Make time to understand what everybody cares about. Then make it your business to care too.

How to know its working?

• Directors asking you for guidance before making decisions (and taking it!)

• You are suddenly getting a lot more requests for digital work!

• You are invited to meetings that previously you weren’t

3: keep it real

3. keep it real

Our exec boards aren't going to buy a wish and a promise, no matter how hard we try. • Test and learn

• Data, data, data

• Real people, outside world

• Make it personal

Test and learn

Take on the status quo with confidence. Pick a project and go for it. • Small but clear changes – start introducing testing

as a default wherever you can.

• Share the learning as widely as possible – be honest about failure as well as success. This way people learn not to be afraid of trying something.

• Embrace prototyping.

Net Aware is a tool to educate parents about the social networks and apps their kids are using.

Inspired by user research: data from ChildLine and a Mumsnet panel told us what parents wanted to know.

We have continued to add new sites and apps, to keep it relevant and respond to user needs.

Case study: Online safety

Data, data, data

• Become obsessed with data.

• Invest in your analytics early on.

• Make data accessible, transparent and easy to read.

• Know your stuff. Never be short of statistics.

The existing ChildLine website was old, not mobile-ready and the brand was due a refresh. But how much investment was really needed? • Data told us that sessions from mobile users were taking

over all other devices • And that more children wanted to contact us online than

on the phone • Existing platform not fit-for-purpose • Without adequate investment our

service offer – to be there for any child – would become unachievable.

Case study: Securing investment

Real people, outside world

Talk about real people in the real world. Constantly. Understand your users and don’t stop listening to them. Be their voice inside the organisation and never compromise on what you know is right for them.

Adults are very good at giving opinions on what they think is best for children… We listen to children and find out what they want. • Children were worried about sexting • We help them tackle unwanted

messages with quick come-backs, using humour to defuse potentially damaging conversations.

• App also includes our advice.

Case study: ZIPIT

4. make it fun

4. make it fun

It’s obvious - if they enjoy it, they will be better at it. • Make it snappy

• Its not all about ME

• Let them have a go!

• Shout about their success

This is not fun. Nobody wants to wade through plies of dusty, dull ‘strategy papers’. Have a few, easy to grasp, strategic principles.

Make it snappy

It’s not all about ME

Obviously we are brilliant, witty, fascinating creatures. But we can’t expect everyone to agree all the time. Mix it up. Invite other people in, especially if they work for Google, Facebook, Twitter, Buzzfeed, Redbull, Virgin or Burberry. Easy win

Let them have a go!

Run a session on something simple and easy that will grow confidence – Google trends is a great one. Take your user testing kit into the board meeting and get them to have a play with whatever you are testing. Get them involved in user-generated content, through tweeting, sharing and blogging.

Shout about success.

When something goes well make a big deal about it.

Make them feel good. Tell them they are doing brilliantly. It’s not easy for them either.

Final thoughts

By putting digital in the limelight you are putting yourself there too.

Look at yourself and your team with a critical eye. Are you as good as you can be? Can you really deliver on the promise you are making?

Stand your ground. It’s not easy. But the sooner everyone realises that you won’t compromise on some core truths, the better.

Questions