Getting attorneys to adopt and use technology and new business processes is challenging. By following known best practices, firms could substantially increase the probability of high adoption rates, and therefore better leverage of their investment in technology and BPR.

1. Getting lawyers to
adopt your solutions.
A difficult, but not
impossible task.

2. ii3 | About ii3
 ii3 is an independent, full-service knowledge
management firm
 Our focus is on legal, accounting and
government
 Our main areas of practice are:
 Matter-centric document management
 Enterprise search
 Portals
 Strategic consulting in areas such as
 Project management
 Business process reengineering
 Lawyer/attorney adoption practices and more

3. Keys to ii3’s Client Successes
 We have a deep understanding of business
requirements, user adoption and the application
of appropriate technology
 We focus on the practice and the users: lawyers
and assistants
 We work with lawyers to improve their practices,
and apply these lessons to technology projects

4. ii3’s Clients
KIRKLAND &
ELLIS LLP

5. Adoption Challenges in Law Firms

6. Lack of Adoption is Detrimental to Success
Lawyer/attorney adoption is a critical measure
of success for many initiatives.
It is safe to assume that most firms do not always
get a good a return on their substantial
investment in this regard.
It does not have to be that way!

7. Adoption Challenges in Law Firms | A
 Both „technology heavy‟ and „technology light‟
initiatives are affected
 Any initiative, from KM, through Information
Management and business process
reengineering will be affected
 Lawyers and attorneys pose the most significant
challenge to adoption
 Senior partners are especially resistant to
change

8. Adoption Challenges in Law Firms | B
 In many cases, adoption by your lawyer and
attorney population, is the most important
measure of success for your initiative
 Some of the reasons for lack of adoption:
 Initiative perceived to require too much change
 Perceived to have little value (“it was working fine before”)
 Resistance to any form of change
 „Carrot‟ not sweet enough, and the „stick‟ non existent
 Target population did not remember it was coming (even if
you sent emails announcing it)
 Solution does not seem to meet their expectations (e.g. poor
usability, cumbersome functionality, confusing processes
etc.)
 Poor attendance in training sessions

9. Why do Initiatives Fail to Foster Adoption? | 1
 Not enough focus on lawyer needs early in the
planning phases (or not enough planning!)
 Lawyers are not actively participating during
requirements gathering
 Initiative does not have explicit „sponsorship‟
from powerful partners or advisory committees
 Rollout plans are either non existent, or focus
mostly on „mechanical‟ elements like help desk
support and training

10. Why do Initiatives Fail to Foster Adoption? | 2
 Belief that “when we build it, they will come”
means little is invested in lawyer communications
and solution „marketing‟
 Rollout practices are lacking in areas such as:
 Training: „one size fits all‟ (e.g. same training for young
associates and senior partners)
 Communications: not all available channels are „blended‟
and used effectively (e.g. portal, video, printed flyers, emails,
one-on-one and group demonstrations)
 Support: support is delegated to support desk, which in turn
can‟t support business process issues and questions
 Follow up: little follow up, especially with those lawyers who
are especially challenges by the solution.

11. What do lawyers/attorneys say?
We have conducted interviews with senior partners
as well as past managing partners in one large firm
in the city. For privacy reasons we can‟t provide
names, but here are some quotes:
“…Don‟t launch during busy “…Send more reminders
season (e.g. just before that something is coming,
xmas)…” but keep emails short…”
“…Make sure it‟s important “…If you change things,
to me. If it‟s meant to be make sure it‟s for a very
used by my assistant, don‟t good reason and that it
bother me…” improves things
substantially for me…”
“…one size does not fit all. I
make great use of a „cheat “…I liked it when Beth kept
sheet‟, others may require dropping by my office to
training…” check in on me…”
“…Get support at grassroots “…Be especially careful with
level as well as the firm‟s initiatives that affect me
management. The first is immediately, like email…”
more important!…”

12. ii3’s Best Practices to enhance Lawyer/Attorney Adoption | A
1. Your planning process should include a
comprehensive set of requirements, solicited
from lawyers (if they‟re your main target
audience)
2. During planning process, ensure participation of
lawyers, with good representation from various
offices, practice groups, and seniority
3. Try and secure the sponsorship of one or more
senior partners. They will in turn help you get
buy-in, promote with peers and „run
interference‟ whenever needed

13. ii3’s Best Practices to enhance Lawyer/Attorney Adoption | B
4. Your planning documents should include a
deployment, rollout, and adoption plan. Don‟t
wait until you‟re ready to rollout. Do it early!
5. Your plans should include a comprehensive
communications section. Think like a marketing
executive. What‟s the solution‟s value? What‟s
the „elevator‟ pitch? What means do you have
to promote it that‟s attractive and creative?
(e.g. video on your portal)
6. Needless to say: your solution should have real
value to lawyers/attorneys. Focus on a narrow
band of pain points and needs; your solution
should address those effectively

14. ii3’s Best Practices to enhance Lawyer/Attorney Adoption | C
7. When planning your training and education
activities, personalize your methods (e.g.
classroom, CBT, „cheat sheets‟, one-on-one,
„time release training‟ etc.). This „different sizes
fits all‟ method is more demanding and usually
more expensive, so make sure you have
planned for it during your budget process. Don‟t
leave yourself short!
8. Identify competing rollouts. What other
initiatives could impact your lawyer population?
Coordinate!

15. ii3’s Best Practices to enhance Lawyer/Attorney Adoption | D
10. Active support from junior lawyers who are
more comfortable with change, could help
senior partners come up to speed as well.
11. Peer to peer support is critical; if the next office
partner is happy, change resistant lawyer may
feel compelled to give your solution a second
chance
12. Recruit assistants; make them part of your rollout
team. They can be first line of support.
13. Avoid rolling out during busy seasons. Find
opportunity „windows‟ and „reserve‟ your place
early on.

16. ii3’s Best Practices to enhance Lawyer/Attorney Adoption | D
14. Follow up with lawyers and attorneys. Do so
obsessively. Try and „touch‟ as many of them as
you can. Walk the floors. Deal with any signs of
negative feedback through personal attention.
15. Tell the firm about success. Communicate what
works, and try and recruit some of the lawyers
to tell their story (“I love the new Unified
Messaging system – I can now save my voice
mails for future reference”)

17. Lack of Adoption is Detrimental to Success
Your initiative is like a
Hollywood flick. It may
look great in the
executive screening
room. But if you don’t
promote the hell out of it,
no one will know how
good it is!

18. Thank you!
For more information, please
contact Shy Alter:
salter@ii3.com
Twitter: @shyalter