Better Together - UX & OCM.pdf

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

2 © 2022 Applied Information Sciences, Inc. www.ais.com
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

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

• 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

• 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

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.

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

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.

Business Changes Impact These Categories

Prosci: 10 Aspects of Change Impact

Change Process
Current Future
Transition
State

OCM Requires Individual Change

Change Process Current Future
Transition
State

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

Change Process
Current Future
Transition
State
A D K A R

Data Points
Speed of
Adoption
Proficiency Quality of
Experience

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.

Activities for UX + OCM
Simultaneously Not Necessarily Separately

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

OCM Best Practices & Corresponding Tips

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

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

#3 contributor
to project success
3. Open Communication

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

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

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

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

Prosci.com

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

• 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

Acknowledgement: AIS UX/OCM COI

Questions?

Better Together - UX & OCM.pdf

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