Episode 69: Digital Transformation w/Thorsten Jonas

17 August, 2021 / Host: PETRA FÄRM

Unveiling the Journey of E-Scooters

Digitalization has revolutionized the way we live and conduct daily tasks. From buying train tickets to managing banking transactions at any time of day, the exponential growth of digital transformation has reshaped our world. The younger generation, born into the digital era, embraces an online-centric lifestyle and perceives time differently. In this article, we delve into the fascinating story of Thorsten Jonas, who embarked on a nine-month journey to digitally transform a scooter company. What began as a simple app development project turned into a comprehensive digital platform overhaul, presenting unique challenges and valuable lessons. Join us as we explore Thorsten's insights and reflections on this transformative journey.

Understanding the Challenges and Needs

As an experienced UX and digital product professional, Thorsten understood the importance of comprehending the challenges and needs of the company he was working with. However, this particular venture posed unique obstacles. The company he joined was primarily focused on hardware, lacking a digital DNA. Thorsten emphasizes the necessity of allocating extra time to understand the company's needs, thoughts, and feelings. The initial request for an app to gather customer data unveiled a more profound requirement—a complete digital platform to connect various aspects of the business. Building this platform would be a gradual, step-by-step process, rather than a quick solution.

Driving Change and Shifting Perspectives

Thorsten discovered that effective change management was crucial for driving the digital transformation process. To address the challenge of explaining the shift from an app to a comprehensive platform, he consistently emphasized the concept of the platform in all discussions, presentations, and meetings. Initially facing resistance and skepticism, Thorsten remained committed to aligning the company's strategy with the digital platform vision. Additionally, he encountered resistance from within the organization itself, requiring him to defend the importance of the app and the digital transformation to key stakeholders.

Organizational Changes and Overcoming Silos

Implementing digital transformation entails considering organizational changes. In the case of the scooter company, existing silos between departments needed to be challenged and bridged. By utilizing the customer's perspective as a unifying factor, Thorsten initiated discussions and workshops that encouraged cross-functional collaboration. Custom and user journeys played a pivotal role in aligning departments and focusing on creating exceptional product experiences. While challenging silos is an ongoing process, Thorsten's user-centered approach facilitated progress.

Challenging Product Strategy and Business Models

A significant hurdle Thorsten faced was challenging existing product strategies and business models. The company initially perceived excellent hardware as sufficient for a successful product. However, Thorsten emphasized the need for hardware, software intelligence, and user-centric experiences to shape future products effectively. Overcoming doubts and resistance, he highlighted the growing trend of digital services within various industries, stressing the importance of digital enhancements for mobility vehicles like e-scooters. Aligning product and business strategies proved to be one of the most formidable tasks in the transformation journey.

To ensure successful transformation, bridging the gap between strategic planning and hands-on implementation is vital. All too often, organizations struggle to translate strategies into actionable steps. In Thorsten's case, where he was responsible for both strategy and implementation, he established processes for strategic product planning, tactical release planning, and implementation. This allowed for seamless execution and flexibility when adapting plans.

Implementing with Excellence

Implementing a digital transformation project requires a team of talented individuals. In Thorsten's case, dealing with the complexities of hardware-software integration, finding experts with experience in similar projects was essential. Defining a new API, which served as the communication link between the scooter and the app, required hiring exceptional talent. Thorsten highlights the importance of assembling a team with relevant expertise to ensure smooth implementation band efficient execution of the digital transformation project.

Measuring Success and Iterating

Measuring the success of a digital transformation project is crucial for evaluating its impact and making necessary adjustments. Thorsten emphasizes the importance of defining key performance indicators (KPIs) that align with the company's strategic goals. By closely monitoring metrics such as user engagement, app downloads, and customer satisfaction, Thorsten was able to gather valuable insights and iterate on the platform's features and functionalities. Regular feedback loops with users and stakeholders played a pivotal role in refining the platform and ensuring its continued success.

Data is the fuel that powers digital transformation. Thorsten stresses the significance of embracing a data-driven approach throughout the transformation journey. Collecting and analyzing data not only helps in making informed decisions but also enables the company to personalize user experiences, optimize operations, and identify new business opportunities. Leveraging data insights, Thorsten and his team were able to identify patterns, preferences, and pain points, which led to targeted improvements and innovations within the digital platform.

Ensuring User-Centric Design

User-centric design lies at the heart of successful digital transformations. Thorsten firmly believes that putting the user's needs and experiences at the forefront is essential for creating a compelling digital platform. By conducting user research, usability testing, and iterative design processes, Thorsten's team focused on delivering intuitive interfaces, seamless interactions, and delightful experiences. User feedback and usability testing sessions helped identify areas for improvement, ensuring that the digital platform met the expectations and demands of the target audience.

Building Scalability and Flexibility

Scalability and flexibility are key considerations when embarking on a digital transformation journey. Thorsten emphasizes the importance of building a robust and adaptable platform that can accommodate future growth and evolving business needs. By utilizing scalable cloud infrastructure, adopting modular and extensible software architecture, and implementing agile development methodologies, Thorsten's team ensured that the digital platform could seamlessly handle increasing user traffic and accommodate future enhancements and integrations.

Thorsten's nine-month journey of digitally transforming the e-scooter company had a profound and enduring impact. The company not only embraced a digital-first mindset but also experienced increased customer engagement, expanded market reach, and improved operational efficiency. The digital platform became a catalyst for innovation and differentiation, setting the company apart from competitors.


  • Innovation and user-centric design are crucial for successful digital transformations: Thorsten Jonas's journey emphasizes the importance of embracing innovative strategies and putting the customer at the center of the transformation process. By leveraging cutting-edge technologies and focusing on user experiences, companies can drive significant growth and competitive advantage.
  • Data-driven decision-making is a game-changer: Jonas's digital transformation relied heavily on data analytics and insights. By harnessing the power of data, businesses can make informed decisions, identify trends, optimize operations, and create personalized experiences for customers. Integrating data-driven practices into the transformation journey can lead to better outcomes and long-term success.
  • Overcoming challenges requires resilience and adaptability: The article highlights the challenges faced by Thorsten Jonas during the digital transformation process. From organizational resistance to technological complexities, transformations often encounter obstacles. However, by maintaining resilience, embracing change, and fostering a culture of adaptability, businesses can navigate these challenges and emerge stronger, positioning themselves for sustainable growth in the digital era.

Moreover, for professionals looking to enhance their skills and knowledge in the field of product management, The Productbeats Product Management Certification Program presents an ideal opportunity. By enrolling in this comprehensive program, individuals can gain valuable insights and practical expertise in product management, enabling them to drive successful digital transformations like the one led by Thorsten Jonas.
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