User Adoption Strategies for Collaboration Software

User Adoption StrategiesThe Central Desktop Approach
Michael Sampson
www.michaelsampson.net

Who is Michael Sampson?
Collaboration Strategist
Author
Consultant
Workshop Leader
Serve end-user organizations
NOT the vendors
Improving the performance of distributed teams

Where Are We Going Today?
Setting the Stage
A Framework for User Adoption
Strategies for User Adoption
How Others Are Doing It
Case Studies
Survey Findings
Endnotes & Resources

Setting the Stage
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It’s easy to deploy new tools.

A Web browser dash.

A credit card flash.

And you’re done.

Challenge ... Getting people to use the new collaboration tool

This isn’t just aCentral Desktop issue
SharePoint customers face it.
IBM Lotus customers face it.
Every organization faces it.

You need a (great) answer to the question …

“How is this going to improve my work and life?”
I’m busy. I have a lot on my plate.
Why should I give you the time of day?
Why should I care?
Is there substance here?

Assumption1You have worked out the “global why” of Central Desktop
Business drivers
Team drivers

Assumption2You have translated “the global why” into a “personal why”
Meaningful
Personally relevant

A Framework for User Adoption
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MakingIt Real
Four Stage Model of User Adoption
EnliveningApplicability
CultivatingBasic Concepts
WinningAttention

Stage 1. Winning Attention
They aren’t interested in features and capabilities
How do we get them interested?
What others are doing
WinningAttention

Stage 2. Cultivating Basic Concepts
Explain how the new stuff works
Train how to use it
Provide grounding, conceptual understanding, and practical experience

Stage 3. Enlivening Applicability
Explore reasons and value
How could it apply to their work?
“me, us, my group and team”

MakingIt Real
Stage 4. Making It Real
Make it real and personally relevant
It’s the new “now” way
Don’t shoot yourself in the foot

Strategies for User Adoption
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Stage 1. Winning Attention
They aren’t interested in features and capabilities
How do we get them interested?
What others are doing
WinningAttention

Exemplar Stories
How other people in your organization are getting value and benefit
Real people, real situations … “social proof”
“I want that”
On intranet, in newsletters
WinningAttention

Real-to-Life Scenarios
Narrative scenarios about how a group works
“A day in the life of customer services”
“A project in the day of a research team”
Shows the possibilities embedded in their reality
WinningAttention

Senior Executive Support
Senior executives as involved as others
E.g., Senior Executive workspace
Provides environmental context
Level 1. “This is important” (talk)
Level 2. “I am doing this” (action)
WinningAttention

Stage 2. Cultivating Basic Concepts
Explain how the new stuff works
Train how to use it
Provide grounding, conceptual understanding, and practical experience

Classroom Training
Teach the “what” of Central Desktop
Various design considerations
Good for dense concentrations of people
Hands-on = better learning
Cultivating Basic Concepts

Web-Based Training
Live webinars, Recorded webinars, E-learning courseware
Wide geographical coverage without travel
Self-paced instruction
Ease of updating with new material

Pages on the Intranet
Help pages on the Intranet
Usually text heavy, can include screen recordings
Can be VERY boring, and LACK context
Self-paced instruction
Could include social engagement opportunities

Stage 3. Enlivening Applicability
Explore reasons and value
How could it apply to their work?
“me, us, my group and team”

Facilitated Group Re-Imagining
What are the activities the group does today?
These are underpinned by assumptions about technology capability sets
BUT … these have changed
So what now?
How can we re-imagine work?

Sandbox for Experimentation
A place to play and try things out
Less about “doing business”
More about “what could this do for me or us?”
See Six Steps to Collaboration Success
www.centraldesktop.com/whitepapers?w=six_steps

Easy First Steps
Help them to accomplish the first things
Setting their profile
Uploading a picture
Creating subscriptions
Looking at the various places
Changes it:
from “a system out there”
to “something I am involved with”

Over the Shoulder Watching
Observational learning about current work practice
In-situ recommendations or ideas:
“Did you know you could …”
“Have you tried doing it this way …”
“Why are you clicking into there?”

MakingIt Real
Stage 4. Making It Real
Make it real and personally relevant
It’s the new “now” way
Don’t shoot yourself in the foot

Stop Doing, Start Doing Patterns
A mini-activity or set of sequences for a group
Frequently repeated, well embedded
A way of encapsulating the transition from the old to the new
Document reviews
Discussions
Finding expertise
Accountability lever
MakingIt Real

Internal User Group
Internal group made up of supportive individuals
Focus is on doing work better with the new stuff
Discussions, Asking questions, Finding expertise, Moaning together
MakingIt Real

Zero Other Options
Treat the Central Desktop as the place of work
Post the meeting notes
Upload the latest document version
Keep team member details
“We do work in here”
Don’t make exceptions for people
MakingIt Real

How Others Are Doing It
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Case Study: Publishing (Global)
First educate, then allow usage togrow organically
Dedicated Central Desktop IT training staff
Established training process
In-person and web meeting training
Handouts with usage tips
Help Desk manages approval process for setting up workspaces

Case Study: Real Estate (USA)
Made the process approachable
Gave Central Desktop an identity – “Cee Dee”
Introduced to staff in small doses
Set up workspace with Central Desktopreference guides
Proactively sent periodic emails with usage tips

Case Study: Marketing Firm (USA)
Executive-level support
New employees are shown immediately how to use Central Desktop
Created own help videos
Screen video capture program
5-10 use case specific videos
E.g. “How to pull an old contract”

Survey on User Adoption
Web-based survey
January 2010 to March 2010
Recruitment of respondents through multiple channels
Twitter, Blog posts, Weekly newsletter
Blog posts via others (Central Desktop, Microsoft)
Over 400 respondents (>200 Central Desktop)

Findings from a Recent Survey:Central Desktop Respondents

Central Desktop Slide: Org Size
Central Desktop Respondents Only

Central Desktop Respondents Only

Zero Other Options
“It’s where we work”
“Go find it there”
“Taking away alternatives”

Make It Real
“Examples using our work”
“Actual tasks and projects”
“Using the tool for our projects”

People with Influence
Executives using it
The internal champion

Endnotes and Resources
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The most common user adoption strategies …
Classroom Training
Web-based Training

… are not the most effective user adoption strategies.
Over-the-Shoulder Watching
Executive Support / Sponsorship
Zero Other Options

and …

The strategies that aremost effective for user adoption...
Over-the-Shoulder Watching
Executive Support / Sponsorship
Zero Other Options

… require that you also do the most common user adoption strategies
Classroom Training
Web-based Training

Resource: User Adoption Report
Survey findings
206 CD respondents
Key strategies
20 pages
Available immediately
www.michaelsampson.net/cd.html

Resource: User Adoption Book
My new book
The User Adoption Model
How to use each strategy
268 pages
Available NEXT WEEK!
www.useradoptionstrategies.com

www.michaelsampson.net/may26.html
Two very special offers!
For 48 hours only

Questions & Answers
www.michaelsampson.net/may26.html

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User Adoption Strategies for Collaboration Software

by Central Desktop on May 26, 2010

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User Adoption Strategies for Collaboration Software — Presentation Transcript