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Scott Rumsey, Marketing Communications Manager

October 19, 2022


UNDERSTANDING THE IMPORTANCE OF DIGITAL ROADMAPS.

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When it comes to business transformation, one of the most important things to
consider is how you can grow your offering in line with your key performance
indicators (KPIs), whilst maintaining the performance that your customers expect
in your day-to-day operations.  

Growth is all about planning and forward thinking, and one of the tools that is
most commonly used is a digital roadmap. 

Recently we spoke to Jon Seal, Experience Director at Mando about creating a
digital roadmap to help your business flourish and the importance of fleshing
out a strategy and vision that will deliver improved performance in the future. 

Jon covers a range of topics in the video including:  

 * What is a digital roadmap? 
 * Why is it important to include one in your digital strategy 
 * What problems does a digital roadmap help to alleviate? 

You can see the full video below: 



 


WHAT IS A DIGITAL ROADMAP? 

A digital roadmap is a high-level document or workflow that offers a birds-eye
view of your current positioning through to what your business wants to achieve.
The roadmap helps identify the digital initiatives that can help you get from A
to B. 

Whenever we talk about a roadmap, we find ourselves answering the question,
where are we now and where do we want to get to? We also look at the big
features along the way that give you the confidence to bridge the gap and let
you get to that final position. 

Your strategy is the process of identifying how investment in digital
technologies and approaches can maximise competitive advantage, growth, profit,
and value for clients.  

Aligning your strategy to a roadmap to make sure that you are able to reinvest
in certain areas is a priority. If there is a scalable approach in place to make
sure that a positive return on digital investments can be put towards a cadence
of new tooling and digital elements, the cycle becomes self-perpetuating.  

Typically, we like to work in a way that highlights how to:  

 * Create a vision statement that sets out how digital will support the business
   ambition.  
 * Build a mechanism to connect business goals with performance insights,
   ensuring a tangible pathway to achieve and prove success.  
 * Design a framework to help identify and address the operational gaps, risks,
   and issues in delivering on the digital vision.  
 * Factor in a Now/Next/Future view of potential digital initiatives across
   common digital themes. 

Jon supports this and tells us: “We tend to think about different swim lanes
relating to the now, next and future and you need to think about how you want to
progress all aspects of your strategy.  

“It’s really important that when those working on the digital roadmap create
something that is easy to explain to the wider stakeholders, but which shows a
detailed timeline of events to work towards.”  


WHY IS IT IMPORTANT TO INCLUDE A ROADMAP AS PART OF YOUR DIGITAL STRATEGY? 

 There are several reasons for including a digital roadmap. Here’s our quick
checklist of reasons to include one in your strategy. 

 1. You need direction - It is often the case that companies without a digital
    strategy are also missing a clear goal for what they want their online
    presence to achieve. Brands need to consider key goals such as reducing the
    cost to serve their customers and must invest in the areas that are going to
    have the greatest impact. 
 2. Your audience isn’t clear or clearly catered for - If you haven’t properly
    researched your audience, then you won’t know what the demand is for your
    online services. Thinking about adding in audits to your roadmap process is
    a surefire way of getting evidence-based data that can determine pain points
    and areas of high user pressure on your website. The results of auditing
    this data are plentiful and allow you to become laser focused on delivering
    the best experience. 
 3. It builds loyalty and develops your brand proposition - Your online value
    proposition is where you tailor your brand to your different audiences. It
    will help you to differentiate your online service so that you can encourage
    existing and new customers to engage. Good UX in this area leads to
    increased customer satisfaction and builds loyalty. 
 4. Moving customers online - With a roadmap and a long-term plan, the majority
    of businesses can move their products or services online, and the transition
    to selling products or services offline to online can be simple. In nearly
    every case it is the most cost-effective way of spending the budget and
    offers long-term stability and security. 
 5. A typical cadence for moving customers online and understanding their needs
    could be written as follows: 
    Discover – at this stage you need to gain a deep understanding of your
    brand, vision, market, and audience needs, to clearly capture project
    requirements. 
    Design - designing an experience to deliver the project vision, including
    all supporting detail needed for the solution to be created and rolled-out
    successfully. 
    Deliver - transforming the design from concept to reality, ensuring the
    solution not only meets the agreed scope but also achieves wider business
    outcomes.  
    Support, maintain and optimise – this commences when a new service or
    product goes live. This is when you start to monitor the performance of the
    solution, whether it be infrastructure performance or benefits tracking
    against KPIs (Key Performance Indicators). 


FINAL THOUGHTS  

Planning is one of the most vital parts of business development and whilst there
is often a grey area as to where strategy ends and day-to-day planning begins, a
roadmap offers you the best possible cadence. As Jon mentions there are endless
opportunities to review your now, next and future, so that you are in the best
place to optimise, innovate and adapt. 

If you want to find out more about how we implement digital roadmaps for
enterprise-sized clients, then why not get in touch? 

Looking to improve customer experience and reduce costs?


LET US HELP YOU.

0845 365 4040 Get in touch


SIMPLE DIGITAL EXPERIENCES

We use digital tools and ideas to help large organisations in regulated
industries improve customer experience and reduce costs.


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