McKinsey has long argued that delivering an enriched customer experience requires a new digital architecture running alongside legacy systems.

Furthermore, by adopting a digital product management model, companies can get the most from their IT architectures and deliver innovative online customer experiences faster.

A digital product management approach requires that companies systematically incorporate customers’ needs and insights into their products and services. Teams are held accountable for implementing specific improvements to digital products or digital experiences. Other groups, such as marketing, logistics, and customer service, may be collaborators, but ultimately digital product managers are measured on outcomes associated with the revised product or experience

Oliver Bossert, Martin Harrysson and Roger Roberts
Organizing for digital acceleration: Making a two-speed IT operating model work
McKinsey Insights, October 2015