This document discusses strategies for user adoption of new collaboration tools. It presents a four stage model: 1) Winning Attention, 2) Cultivating Basic Concepts, 3) Enlivening Applicability, and 4) Making It Real. Common strategies like training are not the most effective; more effective strategies include executive support, real-life scenarios, and eliminating other options. The document provides case studies and survey findings on user adoption, and recommends resources for further information.
2. Who is Michael Sampson? Collaboration Strategist Author Consultant Workshop Leader Serve end-user organizations NOT the vendors Improving the performance of distributed teams
3. Where Are We Going Today? Setting the Stage A Framework for User Adoption Strategies for User Adoption How Others Are Doing It Case Studies Survey Findings Endnotes & Resources
12. “How is this going to improve my work and life?” I’m busy. I have a lot on my plate. Why should I give you the time of day? Why should I care? Is there substance here?
16. MakingIt Real Four Stage Model of User Adoption EnliveningApplicability CultivatingBasic Concepts WinningAttention
17. Stage 1. Winning Attention They aren’t interested in features and capabilities How do we get them interested? What others are doing WinningAttention
18. Stage 2. Cultivating Basic Concepts Explain how the new stuff works Train how to use it Provide grounding, conceptual understanding, and practical experience CultivatingBasic Concepts
19. Stage 3. Enlivening Applicability Explore reasons and value How could it apply to their work? “me, us, my group and team” EnliveningApplicability
20. MakingIt Real Stage 4. Making It Real Make it real and personally relevant It’s the new “now” way Don’t shoot yourself in the foot
22. Stage 1. Winning Attention They aren’t interested in features and capabilities How do we get them interested? What others are doing WinningAttention
23. 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 WinningAttention
24. 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 WinningAttention
25. Senior Executive Support Senior executives as involved as others E.g., Senior Executive workspace Provides environmental context Level 1. “This is important” (talk) Level 2. “I am doing this” (action) WinningAttention
26. Stage 2. Cultivating Basic Concepts Explain how the new stuff works Train how to use it Provide grounding, conceptual understanding, and practical experience CultivatingBasic Concepts
27. Classroom Training Teach the “what” of Central Desktop Various design considerations Good for dense concentrations of people Hands-on = better learning Cultivating Basic Concepts
28. Web-Based Training Live webinars, Recorded webinars, E-learning courseware Wide geographical coverage without travel Self-paced instruction Ease of updating with new material Cultivating Basic Concepts
29. 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 Cultivating Basic Concepts
30. Stage 3. Enlivening Applicability Explore reasons and value How could it apply to their work? “me, us, my group and team” EnliveningApplicability
31. 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? EnliveningApplicability
32. 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?” See Six Steps to Collaboration Success www.centraldesktop.com/whitepapers?w=six_steps EnliveningApplicability
33. Easy First Steps Help them to accomplish the first things Setting their profile Uploading a picture Creating subscriptions Looking at the various places Changes it: from “a system out there” to “something I am involved with” EnliveningApplicability
34. Over the Shoulder Watching 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?” EnliveningApplicability
35. MakingIt Real Stage 4. Making It Real Make it real and personally relevant It’s the new “now” way Don’t shoot yourself in the foot
36. 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 MakingIt Real
37. 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 MakingIt Real
38. Zero Other Options Treat the Central Desktop 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 MakingIt Real
40. Case Study: Publishing (Global) First educate, then allow usage togrow organically Dedicated Central Desktop IT training staff Established training process In-person and web meeting training Handouts with usage tips Help Desk manages approval process for setting up workspaces
41. Case Study: Real Estate (USA) Made the process approachable Gave Central Desktop an identity – “Cee Dee” Introduced to staff in small doses Set up workspace with Central Desktopreference guides Proactively sent periodic emails with usage tips
42. Case Study: Marketing Firm (USA) Executive-level support New employees are shown immediately how to use Central Desktop Created own help videos Screen video capture program 5-10 use case specific videos E.g. “How to pull an old contract”
43. Survey on User Adoption Web-based survey January 2010 to March 2010 Recruitment of respondents through multiple channels Twitter, Blog posts, Weekly newsletter Blog posts via others (Central Desktop, Microsoft) Over 400 respondents (>200 Central Desktop)
52. The most common user adoption strategies … Pages on the Intranet Classroom Training Web-based Training
53. … are not the most effective user adoption strategies. Over-the-Shoulder Watching Executive Support / Sponsorship Real-to-Life Scenarios Zero Other Options
55. The strategies that aremost effective for user adoption... Over-the-Shoulder Watching Executive Support / Sponsorship Real-to-Life Scenarios Zero Other Options
56. … require that you also do the most common user adoption strategies Pages on the Intranet Classroom Training Web-based Training
57. Resource: User Adoption Report Survey findings 206 CD respondents Key strategies 20 pages Available immediately www.michaelsampson.net/cd.html
58. Resource: User Adoption Book My new book The User Adoption Model How to use each strategy 268 pages Available NEXT WEEK! www.useradoptionstrategies.com