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The 4 main mistakes of digital workplace stakeholder engagement

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Digital workplace projects rarely fail just because of technology issues.

Efforts to improve intranets, increase adoption of employee collaboration platforms, launch enterprise mobile apps for employees, and other such digital workplace initiatives usually suffer because of issues around strategy, planning, governance and training.

All these causes of failure can be addressed with improved stakeholder engagement. But there are right ways and wrong ways to engage stakeholders.

This presentation draws on the Digital Workplace Group's decade-plus experience helping large global organizations improve their intranets and broader digital workplaces. It lists four of the most common mistakes of stakeholder engagement and the solutions.

Published in: Technology
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The 4 main mistakes of digital workplace stakeholder engagement

  1. 1. The 4 big mistakes of digital workplace stakeholder engagement Presented by Nancy Goebel Intranet & Digital Workplace Summit Advanced Learning Institute (ALI) Chicago - July 2014
  2. 2. Twitter: @dwg www.digitalworkplacegroup.com Yay, “stakeholder engagement”… 2
  3. 3. Twitter: @dwg www.digitalworkplacegroup.com Except… 3
  4. 4. Twitter: @dwg www.digitalworkplacegroup.com 4 What does “stakeholder engagement” mean?
  5. 5. Twitter: @dwg www.digitalworkplacegroup.com Often seen as: 5
  6. 6. Twitter: @dwg www.digitalworkplacegroup.com Stakeholder engagement is: 6 • Managing the intranet team • Presenting to executives • Meeting with steering committees • Getting user feedback • Training super users • Etc…
  7. 7. Twitter: @dwg www.digitalworkplacegroup.com What it really means: 7
  8. 8. Twitter: @dwg www.digitalworkplacegroup.com 8 Why is stakeholder engagement important?
  9. 9. Twitter: @dwg www.digitalworkplacegroup.com Survey says… 9
  10. 10. Twitter: @dwg www.digitalworkplacegroup.com Are you actually solving stakeholders’ problems? 10
  11. 11. Twitter: @dwg www.digitalworkplacegroup.com Benchmarking as stakeholder engagement 11 Strategy & roadmap
  12. 12. Twitter: @dwg www.digitalworkplacegroup.com Benchmarking as stakeholder engagement 12 Strategy & roadmap Neutral data
  13. 13. Twitter: @dwg www.digitalworkplacegroup.com Benchmarking as stakeholder engagement 13 Strategy & roadmap Neutral data Objective comparison
  14. 14. Twitter: @dwg www.digitalworkplacegroup.com Benchmarking as stakeholder engagement 14 Strategy & roadmap Neutral data Objective comparison Justify budgets
  15. 15. Twitter: @dwg www.digitalworkplacegroup.com Benchmarking as stakeholder engagement 15 Strategy & roadmap Neutral data Objective comparison Justify budgets Validate efforts
  16. 16. Twitter: @dwg www.digitalworkplacegroup.com A simple framework 16
  17. 17. Twitter: @dwg www.digitalworkplacegroup.com 17 4 main mistakes of stakeholder engagement (for digital workplace projects)
  18. 18. Twitter: @dwg www.digitalworkplacegroup.com Mistake #1: Starting too late 18
  19. 19. Twitter: @dwg www.digitalworkplacegroup.com Mistake #2: Poor selling to executives 19
  20. 20. Twitter: @dwg www.digitalworkplacegroup.com Mistake #3: Horrible meetings 20
  21. 21. Twitter: @dwg www.digitalworkplacegroup.com Mistake #4: Poor user involvement techniques 21
  22. 22. Twitter: @dwg www.digitalworkplacegroup.com 22 4 solutions for successful stakeholder engagement
  23. 23. Twitter: @dwg www.digitalworkplacegroup.com Solution #1: Start early 23
  24. 24. Twitter: @dwg www.digitalworkplacegroup.com See it differently: 24 Stakeholder engagement vs Vision Strategy Goals
  25. 25. Twitter: @dwg www.digitalworkplacegroup.com Solution #2: Know your executives (and other stakeholders) 25
  26. 26. Twitter: @dwg www.digitalworkplacegroup.com 5 questions for understanding stakeholders 26 1. What are the goals of their job?
  27. 27. Twitter: @dwg www.digitalworkplacegroup.com 5 questions for understanding stakeholders 27 1. What are the goals of their job? 2. What are their main challenges/business needs?
  28. 28. Twitter: @dwg www.digitalworkplacegroup.com 5 questions for understanding stakeholders 28 1. What are the goals of their job? 2. What are their main challenges/business needs? 3. What are the data and metrics they care about?
  29. 29. Twitter: @dwg www.digitalworkplacegroup.com 5 questions for understanding stakeholders 29 1. What are the goals of their job? 2. What are their main challenges/business needs? 3. What are the data and metrics they care about? 4. What might they need from this digital workplace project?
  30. 30. Twitter: @dwg www.digitalworkplacegroup.com 5 questions for understanding stakeholders 30 1. What are the goals of their job? 2. What are their main challenges/business needs? 3. What are the data and metrics they care about? 4. What might they need from this digital workplace project? 5. How would it work best for them to engage in the project?
  31. 31. Twitter: @dwg www.digitalworkplacegroup.com Example: R&D executive 31 Challenge Solution Results Bleeding experienced people Communities for knowledge sharing Younger employees’ preparedness
  32. 32. Twitter: @dwg www.digitalworkplacegroup.com Be like Don Draper 32
  33. 33. Twitter: @dwg www.digitalworkplacegroup.com Solution #3: Structured decision-making 33
  34. 34. Twitter: @dwg www.digitalworkplacegroup.com Downfalls of unstructured discussions 34
  35. 35. Twitter: @dwg www.digitalworkplacegroup.com The K-J technique 35 http://www.uie.com/articles/kj_technique/
  36. 36. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 36 1. Prompt question Example: “What are our intranet’s weaknesses today?”
  37. 37. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 37 1. Prompt question 2. Individual brainstorming
  38. 38. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 38 1. Prompt question 2. Individual brainstorming 3. Collect ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas
  39. 39. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 39 1. Prompt question 2. Individual brainstorming 3. Collect ideas 4. Silent grouping Ideas Ideas IdeasIdeas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas
  40. 40. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 40 1. Prompt question 2. Individual brainstorming 3. Collect ideas 4. Silent grouping 5. Naming groups Ideas Ideas IdeasIdeas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas
  41. 41. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 41 1. Prompt question 2. Individual brainstorming 3. Collect ideas 4. Silent grouping 5. Naming groups 6. Discuss group names Ideas Ideas IdeasIdeas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas X X
  42. 42. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 42 1. Prompt question 2. Individual brainstorming 3. Collect ideas 4. Silent grouping 5. Naming groups 6. Discuss group names 7. Silent voting Ideas Ideas IdeasIdeas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas IIII IIII II III II
  43. 43. Twitter: @dwg www.digitalworkplacegroup.com Running the K-J technique 43 1. Prompt question 2. Individual brainstorming 3. Collect ideas 4. Silent grouping 5. Naming groups 6. Discuss group names 7. Silent voting 8. Ranking & discussion Ideas Ideas Ideas Ideas IIII IIII II III II
  44. 44. Twitter: @dwg www.digitalworkplacegroup.com Benefits of the K-J technique 44 Power dynamics Focus Ownership Efficiency
  45. 45. Twitter: @dwg www.digitalworkplacegroup.com Example: How DWG team landed upon topic of “stakeholder engagement” 45
  46. 46. Twitter: @dwg www.digitalworkplacegroup.com Solution #4: User experience design (UXD) 46 UXD
  47. 47. Twitter: @dwg www.digitalworkplacegroup.com UXD skills vs digital workplace teams 47 UX techniques IT HR Internal Comms KM Observational research □ □ □ □ Interviewing/focus groups □ □ □ □ User personas □ □ □ □ Card sorting □ □ □ □ Tree testing □ □ □ □ Wireframing □ □ □ □ Usability testing □ □ □ □
  48. 48. Twitter: @dwg www.digitalworkplacegroup.com Synonyms for UXD: 48 • “Usability” • “User-centered design” • “Human factors engineering” • “Human–computer interaction (HCI)”
  49. 49. Twitter: @dwg www.digitalworkplacegroup.com Example: Tree testing 49
  50. 50. Twitter: @dwg www.digitalworkplacegroup.com Benefits of UXD 50 • User perspective
  51. 51. Twitter: @dwg www.digitalworkplacegroup.com Benefits of UXD 51 • User perspective • Real world
  52. 52. Twitter: @dwg www.digitalworkplacegroup.com Benefits of UXD 52 • User perspective • Real world • Hard data
  53. 53. Twitter: @dwg www.digitalworkplacegroup.com Benefits of UXD 53 • User perspective • Real world • Hard data • Ease of use
  54. 54. Twitter: @dwg www.digitalworkplacegroup.com Benefits of UXD 54 • User perspective • Real world • Hard data • Ease of use • Adoption
  55. 55. Twitter: @dwg www.digitalworkplacegroup.com Benefits of UXD 55 • User perspective • Real world • Hard data • Ease of use • Adoption • Engagement
  56. 56. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 56 • Observational research
  57. 57. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 57 • Observational research • Interviewing/focus groups
  58. 58. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 58 • Observational research • Interviewing/focus groups • User personas
  59. 59. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 59 • Observational research • Interviewing/focus groups • User personas • Card sorting Ideas Ideas IdeasIdeas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas Ideas
  60. 60. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 60 • Observational research • Interviewing/focus groups • User personas • Card sorting • Tree testing
  61. 61. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 61 • Observational research • Interviewing/focus groups • User personas • Card sorting • Tree testing • Wireframing
  62. 62. Twitter: @dwg www.digitalworkplacegroup.com Common UXD techniques 62 • Observational research • Interviewing/focus groups • User personas • Card sorting • Tree testing • Wireframing • Usability testing
  63. 63. Twitter: @dwg www.digitalworkplacegroup.com UXD solves several problems 63 1: User-friendly results
  64. 64. Twitter: @dwg www.digitalworkplacegroup.com UXD solves several problems 64 2: Neutral data1: User-friendly results
  65. 65. Twitter: @dwg www.digitalworkplacegroup.com UXD solves several problems 65 2: Neutral data 3: Messaging1: User-friendly results
  66. 66. Twitter: @dwg www.digitalworkplacegroup.com Read about tree testing 66 http://www.digitalworkplacegroup.com/2014/07/14/intranet-navigation-tree-testing-7-tips/
  67. 67. Twitter: @dwg www.digitalworkplacegroup.com Example: Toothbrush for children 67
  68. 68. Twitter: @dwg www.digitalworkplacegroup.com 68 How it all works together
  69. 69. Twitter: @dwg www.digitalworkplacegroup.com Solving clear problems 69 Executives’ Needs Business processes Clear metrics
  70. 70. Twitter: @dwg www.digitalworkplacegroup.com Clear challenges narrow the scope 70
  71. 71. Twitter: @dwg www.digitalworkplacegroup.com A positive cycle 71 Good decision making Successful outcomes Happy stakeholders More projects
  72. 72. Twitter: @dwg www.digitalworkplacegroup.com Data from UXD 72 What actually works for users What users actually need Data from UXD
  73. 73. Twitter: @dwg www.digitalworkplacegroup.com To sum up 73
  74. 74. Twitter: @dwg www.digitalworkplacegroup.com Knowledge, technique, mastery 74 Stakeholder engagement. Stakeholder engagement. Stakeholder engagement. Stakeholder engagement.
  75. 75. Twitter: @dwg www.digitalworkplacegroup.com 4 walk-away questions 75 1. Are you engaging your stakeholders early? 2. Are you analysing stakeholder needs and aligning your project? 3. Are you running your meetings effectively? 4. Are you doing user-centered design to truly understand users?
  76. 76. Twitter: @dwg www.digitalworkplacegroup.com 76 END

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