Digital Transformation with Design Thinking. Case study for a micro sized destination management company

Change and evolution will continue forever, and human being will find a way to adapt to the changes. However, digital revolution changed the rules of businesses around the customers, competition, data, innovation and value. The digital evolution changes are intangible, non-physical, very new to the world and more than the amount that humans can deal. This makes digital transformation difficult and scary especially for the smaller and micro sized companies. These companies have less opportunities in their nature of operating in small market, in limited location with smaller revenue. They do not understand what has been happening in digital world, what to digitalize, what technology to use and how to lead this change. Digital transformation is strategy, business plan, change management, obtaining, managing data and building a digital brand. Different approaches with innovative solutions needed for digitalization process. Design Thinking is the tool for defining the problem and finding the most desirable, valuable and feasible solution. The aim of this study is to discover essential of digital transformation, design thinking and to show that design thinking can be applied to smaller scaled companies to start their digitalization journey. Design Thinking approach applied to a case company by conducting several workshops. As a result, this study created a digital transformation roadmap along a content map, defining the value proposition and strategy development plan