@carolpinchefsky My 2 cents: For me it's not so much about what is strategically better.
If your customers/users can handle both the digital change and the process change at the same time then do both. If you think the process changes will create too many waves with your audience then do a like-for-like to digital then change the processes as a fast follower. That's more work for you but might be a better experience for them.