Loveless Digitalization - Not so smart devices

In the "Loveless Digitalization" series I briefly present a case of digital transformation that fails to deliver on the potential of possibilities and outline how a better product or process could look like.

The problem:

This will be familiar to frequent users of public transport. More and more you see displays where either nothing or a hardcopy of information like a train schedule used to be. It's a great way to share information with passengers requiring assistance without the labour-intensive need of replacing printed out documents when their information becomes obsolete or urgent news like a delay or accident needs to be dispersed.

The problem is, that more often than should be the case, we encounter these displays implemented as shown on the picture above. I took this picture at the Davos train station and the display - which is meant to show the arrival of the next train - simply states the static text: a verbal announcement will follow shortly before the arrival of the train.

This example of loveless digitalization - that I've seen in many other places too - combines two errors that are often seen in failing digitalization projects: overreliance on technology and incomplete process understanding.

Sometimes, organizations running a digitalization project can get caught up in technological possibilities: wow, have you seen how powerful that new serverrack is? How about that new mobile processor extending the battery life? Have you heard about this new piece of software? etc. Getting obsessed with technology is as understandable as it is dangerous. It often reverses the suitable order of thinking steps for a digitalization project by starting with the end result. Instead of asking yourself what it is you want to do, you see a technology that can do something and you like it. Once you have it, the problem starts.

This is the second common mistake: not thinking through a process. In this case, you add a new technology - the smart monitor - and this smart monitor comes with a set of features. They are surely interesting but what happens when you do not consider, what is needed in the overall chain for these features to work? You now have the equivalent of buying a car only to leave it in the garage.

A better way:

Start from needs that exist with your employees or your customers or think about how you could provide additional value. In the case of the smart monitor in public transport, this is pretty straightforward: you can provide real-time information on arrivals and departures, additional interesting information like weather reports or local news. Many have also seen the opportunity to use these smart monitors as space for advertising. Based on the technological capabilities, you need to map them to potential use-cases and validate them, ideally before you go out and just buy smart monitors.

In addition, you need to think about the whole process chain when adopting new technology: how does it integrate into an existing landscape? Where is data coming from and where is it going? Who will be administering and managing new devices and services?

If you only start asking those questions when everything is plugged in, don't be surprised if no-one pays attention to your useless gadget.