Getting user adoption right
The need for change
We are living in a world where the rate at which technology changes seems to be increasing exponentially. Combine this with a working population drawn from multiple-generations, with differing levels of digital dexterity and varying attitudes to change, and the result is a complex list of requirements that will need to be met when implementing any change.
It’s no wonder that organisations have a tough time getting all these factors to align, ensuring everybody is considered, and whether they have the right technology at the right time?
How organisations deal with these different elements will have a huge effect on how any change will be accepted by such a diverse user base and ultimately how effective your users will be.
Most organisations recognise the importance of user adoption and how it affects their change initiatives. Getting your users to welcome and use the latest software or technology is key to the success of any change project. However many organisations would confess to having limited success in their approaches to making this happen effectively.
Past initiatives have in the majority of cases treated the technology as the most important element of the change, which often resulted in a great solution which then faltered when user adoption levels were low. The user element of the change can often be given little airtime in the project and quite often gets squeezed if timescales or budgets are tight.
Failure to achieve user adoption is typically encountered during the middle or the end of your change life-cycle. The cause of this is likely to be rooted within your organisation or embedded within your original approach. Traditionally organisations have usually only factored in basic training or communications into their change initiatives. Whilst these are valid components, unless they consider the needs of your users they are likely to fall short during their latter execution. Expecting users to embrace your change and align to new working practices requires a significant effort to remove or avoid the change barriers inherent within your organisation.
Recognising the effect and importance of user adoption on your change initiative is just the first step on the journey. Identifying your user or organisation’s barriers is a key element to realising your investments and delivering successful change. Do this by making your users feel part of the process, ask them what they need and how they like to be communicated to, involve them along the way and build the project and outcomes with them in mind.
Build a strategy
The secret to driving successful adoption is to have a strategy for it. Recognise that the views and perspectives of your users are essential to this. Incorporating their needs and challenges will ensure you get the outcome you designed. Remembering that your desired outcome will only be a success if you change your users’ behaviours. Do this by ensuring your adoption strategy considers how it will create meaningful and engaging content that is relevant and beneficial for your users. Assuming your users will see the benefits and make the leap by themselves is a sure path to failure. Put yourself in their shoes, consider how this will look from their perspective. How would you like to be informed and what would make you change your behaviour and adopt this new tool/process or practice?
Execute it well
You now have an adoption strategy that considers the right messages, content and benefits aligned to your business and its users. Whilst a great strategy is essential, poor execution can often devalue or comprise your well thought out principles. Make sure you have a plan to execute your strategy, consider how you will make it happen. Ensure your stakeholders and user champions are engaged, build relevant and engaging content. Treat it like a marketing campaign and build interest and awareness of your impending change. Ensure you have training and communications that not only inform your users as to what is coming but also brings to life what it means to them. Ask the questions: ‘How does this work for me?’; ‘Why do I need this?’ and ‘How does this benefit me?’
Getting your users engaged and embedded in your change programmes; and building relevant and engaging user adoption content that underpins your strategy will go a long way to making IT work for its users and delivering the value you desire.
Neil Cant is Solution Leader for End User Services & Digital Workplace at Computacenter.