This UXPA 2022 presentation introduces organizational change management (OCM), a crucial discipline that senior UX professionals can learn about. While OCM may be new to some UX professionals, when combined with UX expertise, it produces a synergy that provides added value to clients, end-users, as well as UX professionals ourselves.

1. UXPA 2022 Presentation
Weimin Hou
Tacy Holliday
6/21/2022
Better Together: Applying UX Skills To
Organizational Change Management (OCM)

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Weimin Hou
• Ph.D. in Information Systems
• Track: HCI
• UX Researcher from 2008
• Getting into OCM in 2019
• Prosci Certified Change Practitioner in 2021
https://www.linkedin.com/in/weiminhou/
Weimin.Hou@ais.com
About Us

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Tacy Holliday
• Ph.D. in Organizational Psychology (I/O)
• Director, Client Services/PMO
• Former Technical PM/Solution Architect
• Prosci Certified in 2016
https://www.linkedin.com/in/tacyholliday/
Tacy.Holliday@ais.com
About Us

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• Why getting into OCM can be valuable for a UX Professional
• What is OCM
• How do UX and OCM compare
• How can we apply UX skills into OCM best practices
• What OCM resources are available
• Q&A
Agenda

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• How many of you are new to OCM?
• How many have an OCM team/practice at your organization?
• How many have been implementing UX and OCM together for your projects?
Poll

6. Do These Sound Familiar?

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SharePoint Content Management
• Followed an HCD approach
• Involved end-users throughout
• Developed and tested the new solution
• Met all technical requirements
However, data analytics showed no or
very low use.

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Leadership Super Excited about a New Tool
“Ahhh, just another tool they want us to use that is cool
and does lots of cool stuff …”
- An Employee

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12. Welcome to OCM!

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What is OCM?
• The set of practices, process,
tools and techniques to help
people adapt to changes so the
organization can achieve the
desired business outcomes.

14. Business Changes Impact These Categories

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Prosci: 10 Aspects of Change Impact

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Change Process
Current Future
Transition
State

17. OCM Requires Individual Change

18. Change Process Current Future
Transition
State

19. Change Process Current Future
Transition
State

20. Change Process Current Future
Transition
State

21. Change Process Current Future
Transition
State

22. Change Process Current Future
Transition
State

23. Change Process Current Future
Transition
State

24. Change Process Current Future
Transition
State

25. Stage Quote Support
Awareness I am aware of a change. Communication
Desire I choose to move towards the future state. Sponsor, Supervisor(s),
What’s In It for Me (WIIFM)
Knowledge I know what to do in the future state. Training
Ability I am operating in the future state. Practice, Feedback, Coaching
Reinforcement I will continue to operate in the future state. Incentives
ADKAR Framework for Individuals
REALIZE ROI

26. Change Process
Current Future
Transition
State
A D K A R

27. Data Points
Speed of
Adoption
Proficiency Quality of
Experience

28. Synergy between UX & OCM

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UX practitioners (generally)
Handy Skillsets for Both UX and OCM
Are familiar with various human-
centered methods
Interviews, focus groups, surveys, usability testing, etc.
Are people advocates Needs, pain points, frustrations, wish lists
Have effective communication and
interpersonal skills
Plain language writing, empathy, active listening,
facilitation, problem-solving, etc.
Create useful UX artifacts Personas, blueprints, journey maps, illustrations, etc.

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Activities for UX + OCM
Simultaneously Not Necessarily Separately

31. Helping Users Adopt Changes
ADKAR Support Typical OCM Activities UX Activities (Synergy)
Awareness Communication
Build awareness campaigns, define
outcomes, start pilot programs
Conduct user research to understand
user needs and thoughts
Desire
Sponsor,
Supervisor,
WIIFM
Prepare sponsors and supervisors to
actively and visibly support change
Explain significance of their roles
Use research findings to increase
desire and show benefits, e.g., WIIFM
in comm, prototypes, and demos
Knowledge Training Conduct training design and planning
Evaluate product, e.g., usability
testing, to improve UX and learning
Ability
Practice,
Feedback,
Coaching
Provide evidence-based coaching and
tools for supervisors
Monitor feedback loops and
collaborate to solve issues
Reinforcement Incentives
Draft a Governance Plan and work with
leadership on incentives
Continue to gather user feedback and
provide support

32. OCM Best Practices & Corresponding Tips

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Active and visible executive
sponsorship is #1 contributor to
project success.
Sponsors and Supervisors are
preferred communicators of
messages.
1. Understand the Roles of Sponsors & Supervisors

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#2 contributor
to project success
2. Use a Structured OCM Approach

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#3 contributor
to project success
3. Open Communication

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Support Sponsors and Supervisors
Explain their important roles in OCM
Explain
Educate them on OCM basics
Educate
Help them get comfortable with the new tools/technology
Help
Draft and share resources, messages, or materials for them to pass along
e.g., emails, FAQs, flyers
Share

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Understand the Structured OCM Approach
• Review and support the OCM plan that outlines:
• Project milestones, key communication, training, resistence management, etc.
• Key OCM plan components
Comm Plan Resistence Mgmt
Training Plan

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Center around Communication
Address key
OCM questions
A: What and why now?
D: WIIFM?
K: What should I know?
A: How can I learn?
R: Why should I continue?
Communicate
early, frequently,
and openly
e.g., early proof-of-
concept demos,
multiple demos, office
hours
Use different
channels and
meet people
where they are
e.g., email, Yammer,
Slack/Teams, Intranet,
meetings/town
hall/lunch and learn
Accommodating
different learning
styles
Follow plain
language
guidelines
e.g., inverted pyramid,
short paragraphs,
bulleted lists, front
loaded keywords,
effective links
Track feedback
and adjust
accordingly
e.g., forms, surveys,
help desk logs

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Take Advantage of UX Artifacts
• Before Adopting Microsoft Teams • Adopting Microsoft Teams

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Prosci.com

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Microsoft Adoption: https://adoption.microsoft.com/
• Use the Microsoft service adoption framework to drive adoption in your enterprise

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• OCM and ADKAR benefit everyone.
• UX skills are transferrable, relevant, and useful for OCM.
• For your next project
o Continue to help improve the UX of a product
o Keep OCM and ADKAR in mind and help people adopt the product
o Further improve ROI for clients and drive end-user success
OCM Is a Great Discipline

43. Acknowledgement: AIS UX/OCM COI

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Questions?