The Art and Science of Getting It Right
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The document discusses the evolution of intranets from service portals to social networks. It emphasizes the importance of understanding user needs, behaviors, and motivations when designing an intranet. Intranets should focus on allowing users to work efficiently, share collaboratively, and discuss their work and interests. The key is providing services and features that users will actually like and use through an iterative, user-centric design process.
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The Art and Science of Getting It Right
- 1. © SAS Part of MSLGROUP The Art and Science of getting it right Presentation by Dr Nick Fine
- 2. © SAS Part of MSLGROUP Intranets have evolved from service delivery portals to include social networking
- 3. © SAS Part of MSLGROUP INTRANET
- 4. © SAS Part of MSLGROUP SOCIAL INTRANET
- 5. © SAS Part of MSLGROUP “If you build it, they will come”
- 6. © SAS Part of MSLGROUP “If you build it, they will come”
- 7. © SAS Part of MSLGROUP Project sponsor centric design Implement solution How to get it wrong
- 8. © SAS Part of MSLGROUP Intranet = Internal internet
- 9. © SAS Part of MSLGROUP Intranet = Internal internet
- 10. © SAS Part of MSLGROUP Do not assume that people behave the same way on your INTRANET as they do on their INTERNET …WHY?
- 11. © SAS Part of MSLGROUP Your boss and colleagues are watching The Hawthorne Effect (Landsberger, 1950)
- 12. © SAS Part of MSLGROUP Work peers are not necessarily friends “Friends as co-workers: research review and classroom implications”, Zajac and Hartup (1997)
- 13. © SAS Part of MSLGROUP Personal needs are different to work needs Hierarchy of Needs (Maslow, 1943) Personal Needs Work Needs
- 14. © SAS Part of MSLGROUP Your company is UNIQUE
- 15. © SAS Part of MSLGROUP 15/## UNDERSTAND YOUR USERS • Roles • Tasks • Types • Context => NEEDS
- 16. © SAS Part of MSLGROUP • Listen to them • Focus groups • Customer panels • User interviews • Feedback and suggestion devices
- 17. © SAS Part of MSLGROUP 17/## • Observe them • User experience laboratory/observation lounge • Web analytics
- 18. © SAS Part of MSLGROUP 18/##
- 19. © SAS Part of MSLGROUP 19/##
- 20. © SAS Part of MSLGROUP User centric design Implement solution LEARN How to get it right
- 21. © SAS Part of MSLGROUP “Your first design may seem like a solution but it is usually just an early definition of the problem you are trying to solve” Luke Wroblewski (2010)
- 22. © SAS Part of MSLGROUP Features of a poor intranet: - Outdated information - Ineffective collaborative tools - Illogically organised resources - Poor search function - Additional sign on credentials - Weird iconography - Gimmicks and widget overload Why fail: - Unclear purpose and objectives - Unrealistic budget and/or timescales - Little or no executive support - Lack of maintenance resource - Overfocus on work, underfocus on individuals
- 23. © SAS Part of MSLGROUP LIKE = USE
- 24. © SAS Part of MSLGROUP An intranet you’ll actually like? • Going beyond basic business needs • Giving users space to express themselves • Empowering users to • Work efficiently • Share and collaborate easily • Talk about and their work and interests
- 25. © SAS Part of MSLGROUP SERVICE SERVICE SERVICE SERVICE SERVICE USERS SERVICES USER NEED USER NEED USER NEED USER NEED USER NEED INTERNALCOMMUNICATION
- 26. © SAS Part of MSLGROUP USER INTEREST USER INTEREST SERVICE SERVICE SERVICE SERVICE SERVICE USERS SERVICES USER NEED USER NEED USER NEED INTERNALCOMMUNICATION INTERNET
- 27. © SAS Part of MSLGROUP USER INTEREST USER INTEREST SERVICE SERVICE SERVICE SERVICE INTEREST FORUM USERS USER NEED USER NEED USER NEED INTERNALCOMMUNICATION INTERNET SERVICES SIMPLE COLLABORATION
- 28. © SAS Part of MSLGROUP USER INTEREST USER INTEREST SERVICE SERVICE SERVICE INTEREST FORUM USERS USER NEED USER NEED USER NEED INTERNALCOMMUNICATION INTERNET SERVICES COLLABORATIVE TOOLS COMPLEX COLLABORATION
- 29. © SAS Part of MSLGROUP Next Steps • Review your analytics (quantitative) • Review intranet site feedback (qualitative) • Talk to users • Experiment and iterate
- 30. © SAS Part of MSLGROUP Summary • Successful intranets are about users and their needs, not the technology • Understand your users behaviours, needs and motivators • Engage hearts as well as minds through self expression • Continuous evolution • Social is a game changer but it needs to fit your company’s unique footprint • Getting user experience right is more important now than ever and a user-centric, iterative process is the way
Editor's Notes
- The social media revolution that started in 2004/2005 has now evolved and is relatively mature. The definition of intranets are evolving too, yet many corporates are still holding onto the old world of uninspiring service delivery portals
- In the 1989 film, Field of Dreams, Kevin Costner’s character is told ‘if you build it, they will come’ – referring to a baseball pitch and the ghosts of baseball legends that will come to use it. Unfortunately many corporates have assumed that if people socially network personally, if you build a social network at work, they will behave the same way and socially network at work. Anecdotally we all know of horror stories of empty and underutilised social intranets (at great expense) that are testament to this old thinking.
- In the 1989 film, Field of Dreams, Kevin Costner’s character is told ‘if you build it, they will come’ – referring to a baseball pitch and the ghosts of baseball legends that will come to use it. Unfortunately many corporates have assumed that if people socially network personally, if you build a social network at work, they will behave the same way and socially network at work. Anecdotally we all know of horror stories of empty and underutilised social intranets (at great expense) that are testament to this old thinking.
- Historically, intranets have evolved as private internets – using the same technology that powers the external Internet, only internally within private corporates
- Nowadays this is just not true. There are significant differences between intranets and the internet. Assuming that the two are the same is dangerous and results in low engagement, low use and low ROI. A massively missed opportunity.
- People’s behaviour changes when they are aware that they are being observed
- Obviously you have a different relationship with friends and colleagues, so why assume that the same behaviours that you exhibit towards friends would also be exhibited towards colleagues? This is one of the central assumptions that causes so many empty and underutilised intranets. HOWEVER – research suggests that turning colleagues into friends can have significant improvements on cognitive and collaborative work performance and corporate intranets are a key factor in doing this….
- …but how do you know what your people like?