IA Summit 11: We Love Change? Change is Scary!

For my second session on day 2 of the conference I attended Johanna Kollmann’s “We Love Change? Change is Scary!”. It was a great talk about the importance of communicating change in order to gain user acceptance, not just during, but also before and after a change is made. Additionally, the importance of communicating the user benefit from the change, and why the changes are being made.

My Notes:

• Virginia ‘Satir Change Model’
  • The “transforming idea” is the point of change between rejection and acceptance
• Community Management is necessary to prepare for change

• In 1967 ‘H’ day was when one country changed the side of the road that car’s drove on from the left side to the right side.
  • They involved people in making the decision
  • Communicated why they were doing it
  • And communicated the value
• People will resist change until they can internalize on how the change will work for them.
• Follow-up with the customer on the change – communication is important, before, during and after!
• Be sure to communicate why you are making the change.
• The illusion of choice can be given by having two versions of a website running simultaneously and allowing the user to switch when they are ready. The option is moved to the user.
• Another option is implied exclusivity, by only allowing certain high status members to “upgrade” to the new at first.
• Put instructional information in context. “See what’s changed” tutorials and up-to-speed aids in the site. Show the benefit to the user.
• If there is no build up phase, give the user an outlet for action.
  • Way to change back
  • Share opinions
  • Etc.
• Email communications can be a great way to announce a change, just make sure it’s communicated!
• The change must benefit the users, if it is buggy, and even just temporarily reduces their effectiveness the acceptance will be even less and the reaction much more severe.
• If changing how a feature works, or turning something into a more focused less robust feature, train the user on the changes, and provide help for adaptation to the new feature set.
• Phase releases so there is a period for feedback
• Use the community to get feedback on the changes they want to see, so where possible they can be aligned with company changes
• Be available to communicate and clarify goals in an active forum with customers.
• Share positive feedback in a social way to ease adaptation through social proof.

• Tools
  • UX Tracer Bullet (Anders Ramsay)
    • Testing the journey by thinking through end to end prior to doing it.
  • Experience Architecture
    • Linear drawing following the users emotional line, and milestones for the project
    • Includes research, and strategy
    • Positive and negative emotional points to consider
    • Notes
  • Value Map
    • ROI for business of measuring goals
    • Vertical tree map aligning the following four levels
      • Goals
      • Objectives
      • Strategies
      • Metrics

• Change is important for customers and the business, both need to be communicated with.
• When exact change isn’t known focus on the vision and goals in the communication.

Slides: