Transcript From Vision to Reality: Secrets of User Adoption Success OCTOBER 17, 2012 SUSAN HANLEY [email protected].

From Vision to Reality:
Secrets of User Adoption
Success
OCTOBER 17, 2012
SUSAN HANLEY
[email protected]
Are we sure?
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But wait, then why are we here?
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In Knowledge Management, we often define results in
platitudes
We know what
we know
We can find
content and
expertise
We are not reinventing the
wheel
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Results mean …
 The average time to on-board a new employee went from 3 months to 3 weeks
 Customer satisfaction scores increased by 20%
 Average profitability per client engagement increased by 10%
 Revenue increased by 10% with no increase in headcount
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Secret # 1: Adoption is not the end game
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We built it, why don’t users just come?
Adoption rarely
happens all at once.
WIIFM
The solution has to be worth adopting.
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Secret # 2: Adoptable solutions solve problems
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Solutions worth adopting solve problems
Identify Your
Who?
Stakeholders
Understand Their
Business
Objectives Why?
WIIFM
Identify How Success
WillHow?
Be Measured
Understand Your Culture
– but What?
think outside
Have a “G-word” Plan
Can we keep it up?
Design a Good Solution
• Well organized content
Does it work?
• Search that works
• Follow design and page layout best practices
When?
Plan Roll-Out
and Launch
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Features that engage
 Likes and Ratings
 Recognition
Chapter_07_User_Adoption.docx
in Author Site
 Feedback
 Helpful Hints
 Search that works!
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Content that engages
 Well-written
• Text easy to scan
• Tips for writing great content for SharePoint: http://bit.ly/H03c42
 Accurate, useful, timely, relevant
 No distracting images or banners
 Addresses the point
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Secret # 3: It’s personal
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User Adoption in Four Words
Me
Mine
Ours
Focused
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Secret # 4: You can prepare
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Why is it difficult to adopt new technologies?
Delayed
Gratification
No
Guarantees
Squishy
Benefits
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The 9X Effect
A new product has to
offer a 9 X
improvement over the
existing solution in
order to be immediately
or easily adopted.*
*Gourville, John T., “Why Consumers Don’t Buy: The Psychology of New Product Adoption.” Harvard Business School Note #504-056 (Boston: Harvard Business School
Publishing, 2004).
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Secret # 5: It’s about change
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Why is change so hard?
 Comfort with the status quo
• “This is how we’ve always done it … and
it works for me.”
 Discomfort with being forced to
change
• “I’m not broken, why are you trying to fix
me?”
 No personal benefit
• “Sure, I see why the big-wigs would want
this, but what’s in it for me?”
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It’s hard – and people talk about it
“Change is good - you go first.”
“It is not the strongest of the species that
survive, nor the most intelligent, but the
one most responsive to change.”
“People don't resist change. They resist
being changed!”
Kenneth F Murphy 1955-, former SVP
HR of Altria Group and writer
Charles Darwin
Peter Senge, management writer
famous for the notion of the learning
organization
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How does change impact your adoption plan?
Engagement
DEGREE OF CHANGE
Communications and Training
ADOPTION PLAN
FOCUS
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Ease in to change
 Start cheap
 Start with easier projects – just to get the ball rolling
 Small is different from large – your culture is different from mine
 Go for the “long wow” not the big bang
 Encourage your Mikeys
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Unanimous is not an option – Seth Godin (July 28, 2012)
 When you do important work, work that
changes things and work that matters, it's
inconceivable that the change you're trying to
make will be met with complete approval.
 Trying to please everyone will water down your
efforts, frustrate your forward motion and
ultimately fail.
 The balancing act is to work to please precisely
the right people, and just enough of them, to
get your best work out the door.
Maybe you do not have to
get EVERYONE to adopt –
just ENOUGH of the RIGHT
PEOPLE.
 Shun the non-believers.
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Secret # 6: It’s all about comfort
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Have a training roadmap – to increase user comfort
Don’t assume it’s intuitive
Adapt to the style of the
learner
One size does not fit all
Don’t try to train all at once
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Secret # 7: It’s about communications
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Just the facts
Communications
planning does not
end at solution
launch
Communications
needs to be
persistent
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Launch ideas that worked … mostly
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Persistent communications that rocked
It’s like having
your very own
super hero
utility belt -with no need for
the super hero
tights.
30 for 30
Get Sharp on
SharePoint
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Align communications with the adoption curve
100%
Learning
Trial
Application
Adoption
Adoption
Awareness
Stage/Time
User achieves awareness of the new
technology and begins forming
perceptions around its importance
and value.
User experiments with the tool on current
projects to experience tangibly how it fits with
current modes of working. Obtains real-time
under-standing of benefits and experience.
User obtains an understanding, both theoretical and
demonstrated, of the tool’s fundamental attributes,
such as what it does, its value, how to use it, and how
it integrates with existing work processes.
User incorporates the solution as an
indispensable tool. As such, the solution is a
formal element within specific stages of
work processes.
User applies the technology regularly and gains greater familiarity
with it, specifically as it relates to fundamental tasks.
Adapted by Reuben Danzing from "Diffusion of Innovations" by Everett M. Rogers, 5th Edition, Free Press, 1995
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Tested ideas for your communications plan
 Leverage existing meetings and events
 Create (and use) an “anecdote” bank
 Target your messages
 Did you know …? rotating message (tip of the day)
 Portal Minute at the start of company meetings
 “Look what they did” success stories
 Cafeteria table toppers
 Message board/break room/elevator bank announcements or posters
 Desktop wallpaper
 Usability testing
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Secret # 8: It’s about support
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Adoption is about support
Make sure the help desk is prepared
Seed the organization with
power users
 Pilot team
 Volunteers
 Employee advocates
Plan ongoing support
 Office hours
 Center of Excellence
 Training and Documentation
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Secret # 9: It’s about fun!
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Incentives and rewards help kick-start
 Key Influencer Strategy
• Someone important
• People tend to follow others – when we see other people writing reviews, sharing knowledge,
and submitting ideas, we get the sense that this is just what we’re supposed to do.
 Key Motivators
• Insights from MySite pilot
• Gardening and Yoga drive adoption?
 Fun Stuff
•
•
•
•
•
Scavenger Hunt
Launch Video
Points, Badges, Prizes
Five for Five
“Profile Week”
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More fun
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Incentives and Rewards Homework
http://www.youtube.com/watch?v=u6XAPnuFjJc
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Secret # 10: It’s about listening
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Allow users to provide feedback
 User feedback helps identify where you’ve got adoption challenges
 Provide an opportunity to provide feedback on every page of your site
 Get up out of your desk and ASK for feedback!
 Conduct usability tests and LISTEN to what people say but WATCH
what they do
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Secret # 11: You’re never done
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Secret # 12: It’s about sharing
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The Twelve Secrets
1. Adoption is not the end game
2. Adoptable solutions solve real
problems
3. It’s personal
4. You can prepare
5. It’s about change
6. It’s about comfort
7. It’s about communications
8. It’s about support
9. It’s about fun!
10.It’s about listening
11.You’re never done
12.It’s about sharing
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User Adoption Resources
 General
• Read User Adoption Strategies: Shifting Second Wave People to New
Collaboration Technology by Michael Sampson
• Get addicted to Jakob Nielsen’s Alertbox: http://www.useit.com/alertbox/
(Current Issues in Web Usability)
 SharePoint
Essential SharePoint 2010 by Scott Jamison, Susan Hanley, and Mauro Cardarelli
Practical Framework for SharePoint Metrics
I Use SharePoint: http://sharepoint.microsoft.com/iusesharepoint/landing.aspx
SharePoint Server 2010 Adoption Best Practices White Paper from Microsoft by
Sue Hanley and Scott Jamison (http://bit.ly/acLyla)
• www.nothingbutsharepoint.com
•
•
•
•
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Contact Information
 Susan Hanley
 President, Susan Hanley LLC
 www.susanhanley.com
 [email protected]
 301-469-0770 (o)
 301-442-0127 (m)
 Blog: http://www.networkworld.com/community/sharepoint
 Twitter: @susanhanley
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