How To Optimize The Success Of Digital Transformation Projects ?
Combining User Experience and Communication to Overcome Resistance to Change
Digital transformation represents a major challenge for companies, and resistance to change can easily hamper the success of a project.
So how do we maximize the chances of success for these crucial initiatives?
The Importance of Multi-Disciplinary Collaboration
One of the most successful ways to optimize these projects is to adopt a multi-disciplinary approach. When UX (User Experience) research experts work in concert with a marketing communications team, we ensure that we identify key insights that will enable us to build a truly effective strategic communications plan. In other words, we know who we're talking to, and we understand the context in which these individuals evolve.
UX Research: GPS for Digital Transformation
To better illustrate our approach, let's take the example of a company in the transport sector that wants to deploy a new vehicle fleet management tool. The first step in supporting them is to conduct UX research by interviewing drivers, mechanics and fleet dispatchers. These interviews help identify needs, frustrations and, above all, potential obstacles to the adoption of this tool.
Targeted Communication for Maximum Impact
Armed with this valuable information, the communications team develops a tailor-made communication plan. Rather than simply extolling the virtues of the new tool, tailored messages are developed to solve the specific problems identified. The result can take many forms. In this case, the employees all have smartphones and don't like reading long formats. So video tutorials can be produced to show, for example, how the tool can help manage itineraries and journey times more effectively.
Towards Successful Adoption
Knowing exactly what employees are concerned about helps create adoption strategies that get straight to the point. In our example, this translates into online training, on-site demonstrations, and ongoing support during the transition phase.
With this combined method, the adoption rate is greatly increased, reducing resistance to change. And better adoption means better return on investment. After all, a successful digital transformation relies not only on technology, but also on people.