How Can We Rescue the User from the Digital Transformation Tornado?

Abstract

Digital Transformation affects our lives in many realms. It is a way to help consumers and users get rid of intermediaries - those people whose jobs are to connect consumers to final products or services - such as salespeople, bank agents, mediators. Now consumers can do things independently using diverse software: for example, they can shop without the help of salespeople on an e-commerce and carry out transactions on an e-banking without a bank agent. The problem is that they are often left to wonder how to use these digital resources properly, getting lost in a tornado of clicks, typing and interfaces. And ironically, they have to establish new intermediary resources to use digital technologies: manuals, trainings, help desk tickets, which are often outside the digital sphere. In this paper, we propose a reflection on how to assist the user, rescuing their independence and confidence while keeping them in the digital realm.