Employee experience design as a way to gain competitive advantage in the age of digital transformation

The theoretical part of this diploma thesis describes the phenomenon of digital transformation of organizations, which many companies face today. The literature review analysis shows that the biggest obstacle to digital transformation is employees, who often do not support digital innovations and slow down digitization. However, human capital can also be the key to realizing the full potential of a successful digital transformation. In the research part, the author conducts ethnographic research on seven female teachers of the given language school, one of whom is the diploma thesis's author. Based on the interpretation of the conclusions of in-depth interviews, participant observation, and self-reflection, the author uses the Design Thinking creative process management method and the "Jobs to be done" theory to create personas, identify their pain and gain points, and develop the current employee journey. After rigorous analysis and prioritization of pain points in the horizontal and vertical layers of the employment path, the author gives recommendations to improve the current employment experience and creates a proposal for a strategy to improve the employment experience of female teachers of the given language school.