User Adoption Strategies: Part 1

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Exploring the issue of user adoption for new collaboration technology and approaches. Part 1 of two parts.

Published in: Business, Technology

User Adoption Strategies: Part 1

  1. 1. User Adoption StrategiesPart 1—Situation, Strategies Michael Sampson
  2. 2. Agenda—The Four S’sExamine the … SituationConsider various … StrategiesLook at the … Survey ResultsShare some … Experiences
  3. 3. Where am I coming from?• Collaboration Strategist – Author – Workshop Leader – Analyst• Work with end-user organizations• Strategies for Making Collaboration Work – Culture – Governance – Adoption
  4. 4. Book: Collaboration Roadmap• Collaboration Roadmap – You’ve Got the Technology—Now What?• Doing “the business stuff” – Technology – Governance – Engagement – User Adoption michaelsampson.net/collaborationroadmap.html
  5. 5. Book: User Adoption Strategies (2nd Ed)• User adoption is the #1 challenge with collaboration tools and approaches – Theory – Framework – Practical Strategies – Developing an Approach• Due July 2012 michaelsampson.net/useradoption2.html
  6. 6. 1Examine the … Situation
  7. 7. Vendors have released …… some amazing collaboration tools IBM Connections Microsoft SharePoint Jive
  8. 8. Business partners are … … ready and able to help
  9. 9. Significant opportunities are …… available to forward-thinking firms
  10. 10. Great technology is NOT enough
  11. 11. Biggest Impediment: Lack of Understanding• AIIM study, figure 10 AIIM (2009)
  12. 12. 90% People, 10% TechnologyBusiness driver (the why) ProductTeam culture FeaturesInterpersonal trustInterdependenceIncentivesSocial patterns www.netage.com
  13. 13. Avoiding Failure vs. Chasing SuccessAVOIDING FAILURE CHASING SUCCESS• Good infrastructure • Client support and Business• Responsive applications acceptance • Training • Engagement processes • Branding • Best practices • User manuals • Communities of practice • Customer service Stephens (2005)
  14. 14. How IT creates business value IS/IT conversion process IS/IT use process Competitive processIS/IT IS/IT IS/IT Organizationalexpenditure assets impacts performance IT management/ Appropriate/ Competitive position/ conversion process inappropriate use competitive dynamics Ward & Daniel (2006)
  15. 15. Really Understand the TechnologyOutline the VisionAccept that Technology is a Small Factor in SuccessDetermine Your Governance ApproachMake Every Effort to Engage the BusinessApply Intentional Energy to AdoptionPursue Increasing Value
  16. 16. Really Understand the TechnologyOutline the VisionAccept that Technology is a Small Factor in SuccessDetermine Your Governance ApproachMake Every Effort to Engage the BusinessApply Intentional Energy to AdoptionPursue Increasing Value
  17. 17. EXPLORING 1 Adoption doesn’t just happen No adoption = No valueAdoption strategy = Increasing the odds of value Business case assumes 100% adoption. Oops.
  18. 18. EXPLORING 2Poor adoption is a common issue
  19. 19. “The hard part isgetting people touse it in a waywhich makesthem moreproductive.” SharePoint
  20. 20. “The hard part is “There aregetting people to plenty ofuse it in a way examples ofwhich makes failed socialthem more softwareproductive.” projects. Why did they fail? Because they were not embraced by users.” SharePoint Socialtext
  21. 21. “The hard part is “There are “Administratorsgetting people to plenty of often find ituse it in a way examples of difficult to teachwhich makes failed social business usersthem more software how new toolsproductive.” projects. Why can help them in did they fail? their work. Because they People are busy, were not and scared.” embraced by users.” SharePoint Socialtext IBM Connections
  22. 22. EXPLORING 3Adoption is a process, not an event
  23. 23. Four Stage Model of User Adoption STAGE 1 STAGE 2 STAGE 3 STAGE 4 Winning Cultivating Enlivening Making Attention Basic Applicability It Real Concepts
  24. 24. 2Consider various … Strategies
  25. 25. STAGE 1 STAGE 2 STAGE 3 STAGE 4Winning Cultivating Enlivening MakingAttention Basic Applicability It Real Concepts Stage 1. Winning AttentionThey aren’t interested in features and capabilities How do we get them interested? What others are doing
  26. 26. 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 Stage 1. Winning Attention
  27. 27. 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• E.g., Seamless Teamwork – Team project scenario with SharePoint (end-to-end) Stage 1. Winning Attention
  28. 28. Senior Executive Support• Senior executives as involved as others – E.g., Senior Executive Meetings – Executive Modeling• Provides environmental context – Helpful, but insufficient to drive change Stage 1. Winning Attention
  29. 29. STAGE 1 STAGE 2 STAGE 3 STAGE 4 Winning Cultivating Enlivening Making Attention Basic Applicability It Real ConceptsStage 2. Cultivating Basic Concepts Explain how the new stuff works Train how to use it Provide grounding, conceptual understanding, and practical experience
  30. 30. Classroom Training• Teach the “what” of IBM Connections (or other collaboration tool) – Various design considerations – Good for dense concentrations of people – Hands-on = better learning Stage 2. Cultivating Basic Concepts
  31. 31. Web-Based Training• Live webinars, Recorded webinars, or E-learning courseware – Wide geographical coverage without travel – Self-paced instruction – Ease of updating with new material Stage 2. Cultivating Basic Concepts
  32. 32. 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 2. Cultivating Basic Concepts
  33. 33. STAGE 1 STAGE 2 STAGE 3 STAGE 4Winning Cultivating Enlivening MakingAttention Basic Applicability It Real ConceptsStage 3. Enlivening Applicability Explore reasons and value How could it apply to their work? “me, us, my group and team”
  34. 34. 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? Stage 3. Enlivening Applicability
  35. 35. 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?” Stage 3. Enlivening Applicability
  36. 36. Easy First Steps• Help them to accomplish the first things – Setting their profile – Uploading a picture – Creating subscriptions – Looking at the various places – Subscribing to a relevant community• Changes it: – from “a system out there” – to “something I am involved with” Stage 3. Enlivening Applicability
  37. 37. One-to-One Coaching• 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?”• Also called “Over-the-shoulder watching” Stage 3. Enlivening Applicability
  38. 38. STAGE 1 STAGE 2 STAGE 3 STAGE 4Winning Cultivating Enlivening MakingAttention Basic Applicability It Real Concepts Stage 4. Making It Real Make it real and personally relevant It’s the new “now” way Don’t shoot yourself in the foot
  39. 39. 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 Stage 4. Making It Real
  40. 40. 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 Stage 4. Making It Real
  41. 41. Zero Other Options• Treat the new system 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 Stage 4. Making It Real
  42. 42. Next time …Look at the … Survey ResultsShare some … Experiences
  43. 43. Michael Sampson@collabguymichaelsampson.net

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