How Elixel is driving digital change through human-centred design


This year signals a decade since Elixel was founded. Here, Managing Director Gavin Jones looks at how the Digital Innovation Studio focuses on changing the way businesses use digital to improve, reshape and revolutionise the way they work. 

Over the last three years our team of researchers, designers and developers have redesigned how customers buy insurance, how drivers manage deliveries and are currently working on gamifying visitor attractions.

We wanted to share some pointers on how to start a digital transformation project in your organisation. Without proper research and understanding, jumping straight to a solution can be expensive and disruptive to business. 70% of digital transformation projects fail.

So, here are our tips for starting on the right foot on any digital project and becoming the 30%.


Tip 1 – Set a goal

What is the aim of the project? Are you trying to increase efficiency? If so, work out how much time you are hoping to slash and what the cost saving will be (salary x hours).

Also look at if there are any other time or cost savings anywhere else in the process. Submitting the paperwork into a digital system, financial impact of making a mistake, cost of printing on paper. This will help you to start to establish a budget for the project.


Tip 2 – Research

Whenever you are designing a new process or implementing a new piece of software you need to understand the people in the process. Don’t assume because you were on the ground doing the role five years ago the problems are still the same.

Do a service safari, sit with your team to see how tasks are performed, where are the friction points? Where is time wasted? Duplication of work? From this you will discover what needs to be changed.


Tip 3Prioritise

From doing your research you may come up with 100 ideas of improvements. The next step is to place all of the ideas in an impact vs feasibility grid.

On the Y axis Impact (how much will this benefit your organisation) from low to high on the X axis Feasibility (how easy it is to fix). Ideas positioned at the bottom left get binned, ideas in the top right are the no brainers.


You should now have an idea of budget, research and priorities for moving forward. If you need a bit of help to get the ball rolling, give us a shout here

Be part of something bigger

Not a member yet?

Chamber members are three times more likely to survive – and thrive – than other businesses. If you’re ready to join now – click the link below to get started. 

Not ready to join now?

Sign up to our free weekly Chamber Bytes email and get the latest news, offers, events and business support from us and our members every Thursday.