Many companies try to transform their businesses in the new digital age as they face a paradigm shift in how to deliver value to their customers. The successful ones have moved from a project-driven operating model to a product-driven one by investing in developing product management capability that will lead cross-functional teams and create changes in business models in the new digital world. Come and learn how product management can help in the digital transformation journey for your organisation.

1. Product Management's Role in
Digital Transformation
Lee Boon Kee
Principal Lecturer & Consultant, ISS
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2. Agenda
• Digital Product Manager’s Role
• Digital Product Manager’s Capabilities
• Digital Product Manager’s DNA
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3. Digital Threats
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The
Digital
Threat
Digital
Technologies
Modern
Consumers
Competition
Start-Ups
Evolving
Business Models
Industry 4.0

4. Digital Product Manager’s Role
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Technology
(Feasibility)
Customer
(Desirability)
Business
(Viability)
Digital Product
Management

5. Challenge #1: Product Approach
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Project
Manager
Product
Manager
Source: UX Planet

6. Challenge #2: Stability Vs Agility
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Corporate
Control & Monitor
Scale
Cause & Effect
Optimize
Start-up
Trial & Error
Speed
Create
Breakthrough
Source: Adlittle.com

7. Digital Product Management Framework
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Product
Opportunity
Market Problem/
Opportunity
Competitive
Intelligence
Market
Segmentation
Business Case
Product Strategy
Product Positioning
Product Portfolio
Management
Go-to-Market
Strategy
Pricing
Product Planning
Product Roadmap
Requirements
Definition
Requirements
Management
Release
Management
Product
Development
Product
Development
Process
Customer
Experience Design
Product Validation
Product Evolution
Product Launch
Product Marketing
Launch Planning
Product Support
Performance
Measurements
Innovation Management Product Talent Management
Product Leadership
Product Team Model Stakeholder Orchestration

8. Digital Product Management Capability Matrix
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Knowledge
Skills and
Experience
Soft Skills
Business
Acumen
Technical
Skills
Market Knowledge
Product
Management
Framework
Collaborative Skills
Business Model &
Metrics
Systems Thinking
Technology
Expertise
Product Life Cycle
Management
Cross-functional
Leadership
Market Strategy Agile Engineering
Product Advocacy
Product
Management Tools
Stakeholder
Orchestration
Product Marketing Design Thinking

9. Digital Product Manager’s DNA
1. Strategic Thinker
2. Business Man
3. Technologist
4. Customer Advocate
5. Cross-Functional Leader
6. Data Story Teller
7. Iterative Experimenter
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10. Thank You!
leeboonkee@nus.edu.sg
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11. Product Management's Role in
Digital Transformation
Tan Kok Yong
Director, EY Consulting
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12. Agenda
• Digital Transformation Market Trends
• Digital Product Management Use Cases
• Key Success Factors
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13. EY Overview
Globally integrated professional services structure across four Service Lines
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• Strategy
• People
• Processes
Service
Framework
• Systems
• Metrics
Global Market
ConsultingAssurance
Strategy and TransactionsTax
Helping clients solve big, complex issues and capitalize on opportunities to
grow, optimize and protect their businesses
• Business
Transformation
• Enterprise Risk
• Finance
• Supply Chain &
Operations
• Technology
Transformation
• Technology Solutions
Delivery
• Technology Risk
• FS Risk
• Data and Analytics
• Digital and Emerging
Tech
• Cybersecurity
Helping clients create social and economic value by strategically managing
capital and transactions
• Corporate
Development
• Divestiture Advisory
• Investment Banking
• Restructuring
• Operational
Transaction Services
• Real Estate
Transaction Advisory
• Transaction Support
• Transaction Tax
• Valuation, Business
Modeling & Fairness
Opinion
• Working Capital
Helping clients build stakeholders’ confidence, manage regulatory
responsibilities and drive long-term sustainable growth
• Accounting &
Compliance
Reporting
• Climate Change &
Sustainability
Services
• Financial
Accounting Advisory
Services
• Financial Statement
Audit
• Fraud
Investigations
& Dispute
Services
Helping clients develop/execute business strategies, blending local technical
knowledge with regional and global tax insights
• Business Tax
Services
• Cross Border Tax
Advisory
• Legislative Services
• Global Trade
Compliance &
Reporting
• Private Client Services
• State & Local Tax
• Tax Policy
• Tax Accounting
• Tax Performance
• Transaction Tax
• Value Added Tax

14. EY Consulting
Core Areas
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Business
transformation
and innovation
Finance
Risk
Operations and
business services
Technology
transformation and
trusted intelligence
Customer
and growth
Cybersecurity,
privacy and
trusted technology
Supply chain
Organization, culture,
people and workforce
experience

15. Digital Transformation
Alignment of strategic objectives
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Value
Time and Effort
Improve
Optimize
Baseline
Transform
• Align operating model / organization
• Refine and reinforce policies and procedures
• Enhance talent /capabilities and career path
Strategic
Objectives
► Simplification
► Standardization
► Efficiency
► Controls &
compliance
► Sustainability

16. Digital Transformation
No longer a question of “Must I?”...…
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New Improvement
New Business Model
Must-Dos
Establish the Foundation
Extend the Core
Enhance and Grow

17. Digital Transformation
…… but a question of “Can I do it faster?”……
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New Improvement
New Business Model
Extend the Core
Enhance and Grow
New Improvement
Enhance and Grow
New Business Model
Extend the Core
Must-Dos
Establish the Foundation

18. Digital Transformation
…… and “Can I do more?”
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New Improvement
New Business Model
Extend the Core
Enhance and Grow
New Improvement
Enhance and Grow
New Business Model
Extend the Core
Must-Dos
Establish the Foundation
Innovate
Evolve Beyond

19. Digital Product Management
From Opportunity to Launch
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Relevant Teams
Involve key subject matter
resources (SMRs), industry
experts, developers for
facilitation of the workshop.
Interactive
visualizations
Expand understanding
of the art of the possible.
Planning Roadmap
Understand and plan the correct
transformation and upgrade
approach.
Detailed Insights
Develop high level
transformation business case
using gathered data points.
Unify business insights
Connecting your data is the first
step in getting a clear picture of
your enterprise; Business
alignment towards a common
vision.
Give shapes to ideas
A creative space to house
strategy, design and rapid
prototyping capabilities.
Turn insights into action
Conduct high-impact events and
workshops, combining dedicated
space, methods, tools &
facilitators.
Design Thinking
Collaborate on pain points, To-
Be requirements and
collaborate to find solutions.
Executive Buy-in
Develop business case and onboard key stakeholders early in the
journey.

20. Use Case #1
Digital Transformation – Finance Optimization
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Authorise & publish
bank details and/or
changes to bank details
Anti-Fraud Blockchain
Log-in via
2-Factor
Authentication
Create or change
bank details
Supplier
(Authorise)
Supplier
(Maintain)
Create or change
bank details
Authorise & publish
bank details and/or
changes to bank details
ABC
Accountant
(Maintain)
ABC Treasury
(Authorise)
API
Log-in via
2-Factor
Authentication
BlockchainBlockchain Approves QuoteABC Request for
Procurement
Response for
Procurement
ABC Raise
Purchase
Order
Supplier provides
Goods
& Services
ABC updates the
PO with
Receiving
Documents
BlockchainBlockchain
Future Phases
Request for Procurement and Quotation approval
Purchase order creation
Blockchain Approves/
Rejects
Final Manual
Verification
Initiates
Payment
Performs 3
Point
Verification
Invoice verification and Payment
Initiates on missing
data
SupplierSystem
Captures
Missing
data
Blockchain
Initiation on missing data for verification
Supplier Blockchain
Invoice
Invoice creation
Automatically transfers
bank details
creation/updates to
ERP systems
(Future Phase)

21. Use Case #2
Digital Transformation – Operational Process Automation
Pilot Launch Scale
Knowledge
inception
Knowledge
expansion
Knowledge
independence
Client’s
capabilities
Vendor’s support
Ideate
Knowledge
transfer
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22. Use Case #2
Digital Transformation – Operational Process Automation
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Stakeholder
s identify
opportunitie
s
Qualify
and
Prioritise
business
processes
Process re-
engineering
Testing
Realise
benefits
and
scale
Rapid
Business
Change
Develop-
ment
Live and
transit to
BAU
Qualify &
Prioritise
Iterate
Communicate
Launch
Feedback
& Scale
Identify
Streamline &
Obtain buy-in
EVOLVE
LEARN
Improve

23. Key Success Factors
What it takes for a successful Digital Transformation Journey
1 Product Management is not Project Management
2 Timely feedback is crucial
3 Have a clear product strategy and definition of success
4 Do not underestimate key components like Job
Redesign, UI/UX, Change Management etc
Successful
Digital
Transformation
Journey
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24. Thank You!
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25. Give Us Your Feedback
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Day 3 Programme