The human side of digital transformation

Digital innovation scholars increasingly recognize the importance of identifying promotor roles for digital transformation. Promotor roles are informal roles in organizations that initiate and support digital transformation. Although they are of critical importance, the literature provides little guidance on how to identify and involve promotor roles in a digital transformation context. To provide that guidance, we conducted a multi-year action design research (ADR) project and developed a tool. This study contributes to theory and practice in two main ways. First, we designed the first situated artifact (as a field-tested tool) to identify promotor roles. Our study thereby complements the primarily descriptive innovation research in this area. The tool supports organizations in overcoming barriers, ensuring employee engagement, and fosters collaboration, supporting a holistic approach to transformation beyond traditional project teams. Second, we derive three design principles that contribute prescriptive knowledge on the design of digital innovator tools. Our design principles complement and enhance the current literature by providing a more fine-grained understanding of the promotor model.