Aligning digital transformation with emerging consumer trends
Brief description
A major tobacco company needed to transition from traditional products to reduced-risk alternatives whilst building comprehensive digital services. The challenge involved creating a cohesive vision that would support both product innovation and digital transformation goals.
What it is
Connected experience strategy involves developing integrated digital services that complement physical products, creating seamless user journeys across multiple touchpoints. This approach combines research-driven insights with technical architecture planning to establish sustainable digital ecosystems.
How and why
The strategy development process involves extensive stakeholder research, including customer pain point analysis, technical architecture assessment, and comprehensive interviews. Service concepts undergo iterative testing in structured cycles, typically 12-week periods, where user feedback directly informs refinements. This approach ensures alignment between digital innovation and broader transformation objectives whilst maintaining focus on user needs.
Outcomes
- Clear roadmap for connected services implementation
- Alignment between product strategy and digital transformation goals
- Validated service concepts ready for development
- Enhanced brand positioning in emerging technology markets
