How to design for adoption - Dachis Group 3M Social Business Symposium

How to design for adoption.Social Business SymposiumJuly 22, 2011Gia Lyons, Strategic Advisor

Gia LyonsStrategic AdvisorJive Business Community Managercommunity.jivesoftware.comtwitter.com/gialyonsgiatalks.comFor more information about Jive Software, visit www.jivesoftware.com 2

SnapshotFirst, know your company objectives, user needs, and key scenariosThen, design your social business environment for adoptionNext, avoid common pitfallsFinally, routinely check your design’s health 3

Before you design anything, know what you’re designing for

Answer these questions:What are your company’s objectives for asocial business community or platform?Who are your users, and what do they want?What are one or two key user scenariosthat map to both your company’s andyour users’ needs?What is the community’s overall identity? 5

Example: company objectives Employee-‐facing social business pla3orm By parcipang in a social business pla2orm, employees can: • Reach more people • Find informaon faster • Be more aware of others and the business … which can lead to: • Be>er orchestraon of customer interacon • More innovave conversaons • Overall work transformaon … which supports these corporate iniaves: • Improve Customer Inmacy • Achieve Technology Superiority • Flawless Execuon to Gain Market Leadership 6

Example: company objectives Customer-‐facing community By parcipang in a customer-‐facing community, employees, prospects, customers and partners can connect to, learn from, and share with others about our products and services – speciﬁcally, how to: • Develop and internally promote a business case • Implement, support, and innovate our products and services … which can lead to: • Expanded business networks across employees, prospects, customers, and partners • The most trusted, single source of truth for informaon and best pracces … which supports these corporate iniaves: • Diﬀerenate our brand as a thought and innovaon leader in marketplace • Deliver a digital strategy that drives lead generaon 7

Example: users and their needs Employee-‐facing social business pla3orm Our company s wireless business is comprised of 10,000+ employees across several business units who have no easy way to: • Find and connect to wireless-‐related people or informaon • Share wireless-‐related messages, ideas, insights and experse with the greater employee community across geographical and cultural diﬀerences 8

Example: users and their needs Customer-‐facing community about implemen7ng electronic health record (eHR) systems Medical professionals are responsible for using an eHR for as part of daily paent care acvies, and are concerned about the impact that doing so might have on delivering quality paent care Researchers inﬂuence decision makers purchase of consulng services, and both groups are concerned with ﬁnding proof that success is achievable versus choosing to budget for the penalty fee Employee subject ma>er experts (SMEs) are already recognized experts in the healthcare industry and are focused on delivering quality consulng services to healthcare professionals about implemenng eHR 9

Knowing your objectives and users makes it much easier to define key user scenarios,and the environment’s overall identity and design

Design your community1.  Identify key characteristics based on overall user needs2.  Express them in purpose, calls to action, motivation, and examples3.  Define activity flow4.  Structure for ease of use5.  Seed with balanced company and user content and interaction 11

1. Identify key characteristics Sharing Volunteering Informaon Conversa7ons Rela7onships Dialogue Connecng Iden7ty Content Groups Consuming Collaborang Informaon Reputa7on Presence Status Broadcasng 12

2. Express the characteristicsPurpose What s this site all about in five seconds or less?Calls to Action OK, I m here. What do you want me to do?Make it obvious.Motivation What’s in it for me if I answer yourcalls to action? Is it what I want?Example What behavior do you want meto model? Give me an example. 13

Purpose? Calls to Ac7on? Mo7va7on? Example?

3. Define activity flow What happens when I click here?Level of Concierge Service Newbie Savvy Member AGributes None Low Medium High Familiarity with basic computer skills Willingness to learn new technologies Exposure to online community/social networking concepts Perceived value of online communies or social networking Social technology acvity level Knowledge level about your community s topics The higher the newbie score, the higher the design’s concierge service 15

Example: concierge service Newbie Savvy C: Introduce Yourself C: Introduce Yourself P: All about Profiles C: Complete your profile M: Benefits of networking E: Profile guidelines E: Featured member profile Open profile in edit mode Open profile in edit mode Primary characteristic: Relationships 16

4. Structure for ease of useProvide just enough structure to support calls to action, key scenariosMake. It. Simple. Photo credits: Randomduck and Leo Reynolds 17

Primary characteriscs: Conversa7ons, Sharing, Rela7onships Calls to acon: Learn, Share, Connect Supporng structure: “lobby” area for inial parcipaon, sub areas based on persona 18

5. Seed content and interactionPeople do what they see other people doPeople respond best to authenticexamples, e.g., Community Adminshouldn’t be the primary contributorSoft-launch to key users, ask them toenact the key scenarios beforeinviting others to the community Photo credits: dmswart, Swami Stream, LadyDragonflyCC 19

Key Scenario: Sales rep asks a ques7on, SME answers it in a 7mely manner

Key Scenario: Sales rep asks a ques7on, SME answers it in a 7mely manner 21

Once you’ve soft-launched yourcommunity, talk with users to ensure that you’ve avoided these common pitfalls

Avoid common pitfallsOne-way broadcastingOver-branding the look and feelUnder-positioning with other applications and websitesOver-structuring according to org charts or product lines 23

Periodically, make sure your design is healthy

Check design healthCan a visitor understand what the site is all about in 5 seconds or less?Is it clear what users are supposed to do?Is it easy for them to do it?Is there just enough structure to enable key scenarios?Are there examples of desired behavior and the rewards for doing so?Is there a balance of company and user content? 25

How to design for adoption - Dachis Group 3M Social Business Symposium

by Gia Lyons

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How to design for adoption - Dachis Group 3M Social Business Symposium Presentation Transcript

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