transitioning2digital.2009 09 17

Maria Ruotolo Web StrategistProgram Lead for Digital Opportunity Identification & Social Media for the Global Web Channel at IBM

Transitioning from Traditional to Digital

April 8, 2023 Transitioning from Traditional to Digital2

Tell me a little about yourselves!

I want this discussion to be useful. So let me know…

What’s on your mind?• Where are you in your plans to

transition to digital?• What is your biggest concern?

Where are you at right now?• How many years have you been in

“traditional design”?• What type of design / roles have

you been in?

This talk is for you. Let me know why you are interested in this topic and what you want to get out of this session!


What we can cover today

What is the permanent state? What is the critical skill for

the Digital Age? There are many paths to “digital” My transition story Tips and resources

This deck is a guideline for a discussion, not a sermon. Please interrupt and ask questions!


?

?

?

What is the permanent state? Change.

Everything changes. Nothing remains without change.

- Buddha


Why does change feel bad?

We resist change because we are comfortable with how things are.

• Especially when we have a high level of competency in our current role.

Yet, the rate of change is speeding up.• The direction of change is uncertain.• Most of us see uncertainty as risk. • Most of us are not comfortable

with ambiguity.

More on this topic:

Who Moved My Cheese? by Spencer Johnson and Kenneth Blanchard


Try not to panic.

“Don’t panic” is a mantra for me these days…

• At this moment I am becoming outdated. • The information in my brain is based on

last week’s, last month’s and last year’s ideas.

• I will never know everything.

Fortunately, knowing everything is not the most critical skill for the Digital Age.


What is the critical skill? Adaptability.

It is not the strongest of the species that survive, nor the most intelligent,but the one most responsive to change.

- Charles Darwin

More on this topic:

21st Century Workplace: Keys for success

learningaccount.net


So you are ready to adapt. Now what?


Do what you are doing today

Learn how others have made the transition What fundamental skills did they already have? What did they like doing which they are still

doing (it’s just called something else)?

Apply it to yourself What fundamental skills do you have? What do you like doing (and can reapply it to a

digital role)?

Think about the path you would like to take Don’t confuse activity with progress Have the end in mind

More on this topic:

Getting Things Doneby David Allen


Recognize there are many paths to digital

Some roles are not purely “design” focused, but may benefit from a traditional designer’s perspective.

• Long term planning• Project and program management• Measuring (analytics & metrics)• Data and information mining (for sales, support and ideas)• Community building• Message management• Marketing• Rules (business rules, standards, conventions, best

practices, operations and processes)


My transition was a natural evolution

Core skills

Visual

Communication

Critical thinking

Problem solving

INTERNAL FORCES

• Improved skills

• Desire to influence others

• Desire for more pay

• New roles

EXTERNAL FORCES – ECONOMIC / TECHNOLOGY / TRENDS


My transition storyBasic SkillsArt

Illustration

Painting

Drawing

Graphic design

Informational Wayfinding

Merchandising

Promotional

Exhibit

Customer Experience

Design Management

Art Direction

Project Management

Team Building

Teaching & training

User Experience

Web UI

Web UE & IA

Web Strategy

Social Media

Best Practices

Standards

Training materials

Business

Strategic Planning


Education and training were key enablers

Basic SkillsArt

Illustration

Painting

Drawing

Graphic design

Informational Wayfinding

Merchandising

Promotional

Exhibit

Customer Experience

Design Management

Art Direction

Project Management

Team Building

Teaching & training

User Experience

Web UI

Web UE & IA

Web Strategy

Social Media

Best Practices

Standards

Training materials

Business

Strategic Planning

Formal education Informal training On the job


The job changes themselves were enablers

Each job change required a major leap in skills

50% of what I knew and 50% of something new

What helped me make the leap? I interviewed at places more concerned with

hiring smart people than finding the “perfect” match.

I came to the interview as prepared as possible. I didn’t hide what experience I was missing. I

was bluntly truthful. I was able to call out the business value of the

experiences I had. I was flexible in my terms so they could take a

chance on me.

More on this topic:

About.com’s Career planning sectioncareerplanning.about.com


Tips: Looking for a “digital” job

Beyond looking for companies which happen to be digital-based or use social media today, look for companies which:

• Expect people to continuously learn• Encourage people to learn from each

other• Are willing to experiment • Encourage people to try new ideas

More on this topic:

Linkedin Groups

Web or Social media versions ofForbesFastCompanyWorking Mother

Recommendation: Post questions in twitter and linked in to get collective advice!



Think of it all as an experiment• Accept that when you learn something new

you don’t have to perfect it as familiarity is usually good enough to get in the door.

• Interview for the “high paying / hard jobs”• Take unpaid jobs if they give you visibility.• Network (but don’t abuse your contacts).• Be flexible about how you get in. • Embrace digital as key to your job search and

experiment with how you can use it.

More on this topic:

Talk to Elaine Lee!

Search on “finding a job in social media” (tons of results)

Search on “networking”



Recognize all of your skills. Take an aptitude test

• Some aptitudes may have been untapped.• Avoid jobs that will overuse aptitudes you

don’t have. Gather input

• Ask people who you have worked with what they liked / didn’t like about working for you or with you.

Be ready to speak to your skills and aptitudes

• Practice how you will sum these up in an elevator speech.

Be aware of the story you tell about yourself

• Every time you speak about your work or yourself you have an opportunity to tell a good / bad story.

More on this topic:

Johnson O’Connor Research Foundationjocrf.org

Clifton Strengths Finder strengthsfinder.com

Go Put Your strengths to work by Marcus Buckingham



You probably have other skills that you aren’t paying attention to!

• Notice the skills you are really using to get things done.

For example, in-between-ness is skill I usually call out

• Being in between generations• Being in between technology and design• Being in between business and design• Being in between traditional and digital

design• Being in between right and left brain

thinkers• Being in between cultures

More on this topic:

Go Put Your strengths to work by Marcus Buckingham

5 Personal Core Competencies for the 21st Centuryby Sean Silverthorne - blogs.bnet.com


Tips: Starting a “digital” job

Hard work makes up for a lot of imperfection. Volunteer often, especially for unwanted

assignments When they pass the plate -- take the cookie Put in lots of extra time

Don’t pretend to know what you don’t Ask questions early on. Take good notes! Your questions may become

FAQs. When you make a mistake, take responsibility

without excuses.

Find mentors & advocates I owe a lot to the people who would sit next to me

in meetings and clue me into what was going on!

Participate in social media groups (external and internal)

More on this topic:

The 7 Habits of Highly Effective Peopleby Stephen Covey

For fun:Outliers: The Story of Success by Malcolm Gladwell


Stay connected

Stay connected to this group.

Ask me questions on Linkedin:• Maria Ruotolo

Follow me on Twitter and remind me to follow you!

• MariaRuotoloIBM

transitioning2digital.2009 09 17

Documents

social media

permanent state

critical skill

digital age

digital job

fundamental skills

people

design