Change Communications

Les “sciences molles”: un ensemble d’outils, principes et méthodes qui permettent de prendre en compte le facteur humain lors d’un changement majeur dans l’entreprise. C’est une façon de donner une main courante à ceux qui vont vivre le changement.

L’application des sciences molles à l’intégration des systèmes, six principes tirés de l’expérience Lawson Project dans une grande société de service pétrolier:

1. Sortir le projet de l’ombre, se rendre tangible. Surtout pour un projet informatique dans des métiers traditionnels (sidérurgie, pétrole)!
2. Apprendre leur langue. Il faut adopter le point de vue de l’utilisateur et prendre en compte ses besoins.
3. Générer de l’attente. L’attente, voire impatience, que quelque chose va se passer, va changer.
4. Créer de l’urgence. Personne ne doit perdre de vue le moment crucial de “bascule”.
5. Simplifier le message. Transmettre des messages simples et clairs pour calmer les inquiétudes et dissiper les rumeurs. Travail sur le message lui-même. Forme aussi important que le fond.
6. Créer et utiliser le réseau. Responsabiliser les acteurs locaux. Communication de proximité.

Source: Nicholas Ranken, Frederic Reynaerts, presentation to Atos Origin Oracle/Peoplesoft, BI, CRM and HR departments, Paris, 29 September 2005

The seven “C”s to communication credibility!

• correct (get it right - grammar, spelling)
• consistent (follow a stylebook)
• clear (use simple words, short sentences, short paragraphs)
• concise (save people time)
• coherent (think structure, organization)
• complete (answer the questions)
• creative (be interesting, don’t bore)

Source: Communitelligence Teleseminar

Tips on making the connection

Intranet owners and developers don’t necessarily need to immerse themselves in the field of human-computer interaction (HCI). There are many basic design principles that any intranet developer can apply to make technology more human-friendly. Being conscious of fundamental human behaviors and their users’ specific needs will go a long way towards promoting positive user experience:

• The human mind works linearly, so organize content structures by context. Don’t spread related information all over the screen, bury it under multiple levels, or interrupt it with other, less relevant content. This causes users to break their train of thought.
• Arrange content to promote at-a-glance absorption. Layout should be arranged so that users can understand the context of the page with only a cursory glance.
• Don’t clutter up screen real estate. Humans aren’t good at absorbing large amounts of information at one time, so keep screens clean.
• Navigational systems must be self-explanatory even for casual users. If instructions are required to show users how to navigate an intranet, it’s too complicated. These types of complex interfaces are often found in purely Flash-based sites where design takes precedence over functionality.
• Never use technical jargon or obscure acronyms unless the primary audience is also in a related technology-based discipline.
• Don’t forget to edit content that originates from within the organization. Poorly written content will affect the comprehensibility of the message and/or topic.
• Blogs, podcasts, and discussion groups can be used to give an intranet a more human voice
• A virtual assistant (also referred to as a “chatterbot”) can be used to interact with users and to answer the most commonly asked questions. The Web site for home furnishing giant, IKEA, for example, offers “Ask Anna.” Anna serves as an interactive FAQ, capable of answering common customer questions. Anna even has enough artificial intelligence to respond to questions such as “How are you?” Even though Anna isn’t a live person, it provides a comfort level to those users who aren’t as technically inclined. This helps tone down technical interaction and bolsters more natural, conversational interaction.
• Flashy gimmicks will adversely affect users’ interaction with an intranet so keep it simple. Don’t include non-spec features, or features that don’t contribute to positive user experience. These can unnecessarily complicate the system and be intimidating for some users.
• If contact information is provided on an intranet, always respond to it so that users know there’s actually a person behind the system. Users will feel further disconnect if they take the time to write an e-mail only to be ignored.