From Frustration to Function: Making Enterprise Tools User-Friendly
Have you ever opened up a new app or dashboard introduced at your workplace and found that you were totally lost due to a lack of clear instructions on how to utilize it? Even the PDF file of the manual provided is not enough to help you out. Unfortunately, this is quite a common story in many corporate spaces. At the same time, most of the consumer-grade smart devices that you purchase, like a new smartphone or smartwatch can be easily set up and used without once referring to a manual.
When many companies try to implement and drive digital transformation, they may think it is enough to just convert a previously analogue process into a digital one. However, the solutions built are often accompanied by clunky interfaces that make it difficult for employees to truly make use of it. And as a result, the actual returns on the digital initiative turn out to be far less than promised. They are having to come face to face with the fact that a problem-oriented mindset just doesn’t cut it.
The Gap: Design Thinking in B2C vs. B2B
Why this gap? The answer lies in the design thinking, which is more commonly used in the B2C (Business-to-Consumer) applications. Placing the user at the centre of your adoption strategy and starting by empathizing with their needs goes a long way in driving adoption of new technology and drawing as much value as you can from it.
Enterprises that are not just looking to implement new technologies, but are also intent on their effective adoption can learn a lot of lessons from the B2C world.
What we can learn from B2C applications
Understand your users: Starting with the users and their specific needs in mind is the best way to build a tool that will actually be used as intended. Conducting user interviews and gathering their input gives one a better idea of how the solution must be created, as opposed to a purely top-down decision-making process.
Involving the end users in the building and testing process also creates the opportunity to understand nuanced requirements and receive useful feedback to iron out any kinks before the official release. In addition, this will also help in creating early cheerleaders for the tool and convince sceptics of its utility. Think about how certain B2C apps will have beta testing phases that allow users to try it out and give valuable feedback on what works and what doesn’t. Even established brands like WhatsApp will make use of beta testers to try out new and upcoming features before they are available to everyone.
Create excitement: Being clear with the users about what exactly your tool can do is the best way to create excitement. If users know precisely what they can use the tool for and how it will benefit them, they are more likely to try and adopt something new. This can be done through effective internal marketing, workshops and demo sessions.
The beta users and early cheerleaders we discussed in the previous point are especially useful here as their testimony and word of mouth can create excitement among their peers and other users. Since they feel more involved with the creation of the tool, they have a reason to promote it and ensure higher adoption. These early adopters will also be equipped to help and guide new users who may be struggling with the tool.
Educate: One of the main reasons that excitement about a new tool fizzles out is if the users are not easily able to understand how to use the tool. Returning to the example of smart devices, an interactive tour of the app and step-by-step instructions on how to use the main features can work wonders. A separate manual can often be unwieldy and difficult to skim through in an emergency. So, there should also be other easily accessible channels for users to reach out and clear their doubts, at least in the early stages of adoption.
Brands like Adobe or Articulate maintain their own YouTube channels with hundreds of easy to digest tutorial videos that focus on specific use cases or lesser-known features. These videos give new users the confidence to keep using these tools as they can return to these videos whenever they find themselves stuck. Organizations planning to introduce a new tool must similarly consider having easily accessible ways for users to pick up new ways to utilize the tool.
Intuitive design: A user of a new tool at the workplace does not always need to know all the ins and outs of a tool, as long as they understand how they can use it to better do their job. And the design should reflect this idea. The reason that many B2C apps are easy to pick up for new users is that their UIs use long-established iconography or predictable arrangement of features so that onboarding is seamless. Organizations designing a new solution with this tenet in mind will find that users feel less alienated and that there is one less roadblock in driving adoption.
This principle must also carry over to making sure the new tools are easy to find and access for the users. Having to follow multiple links, or a lengthy login process can deter users from engaging often with the app. Integrating it with already existing work tools like Teams and Slack, or having mobile-friendly versions are good ways to circumvent this hurdle.
Continued support: Adoption is a continuous process. Most organizations focus heavily on the initial buy-in but fail to provide the support necessary for users to be able to effectively integrate new solutions into their workflow. Users who are facing technical issues or cannot figure out how to use certain features may just abandon the tool altogether.
Microsoft Community is a good example of how to solve this. The platform helps users find answers and solutions from experts and other community members. It also gives users a space to voice their opinions and suggestions for future features, in a space that will be seen by Microsoft. Organizations must maintain easily accessible channels for users to form communities, request support, and give feedback. You need to also periodically educate, update, market, and create help centres.
Conclusion
Many organisations eagerly engage in digital transformation initiatives and introduce a whole suite of new tools without accounting for how crucial a role design thinking plays. When you require a large group of people to adopt something new to them, the best way to ensure a smooth transition is to give them a path of least resistance. Developers and decision-makers can look to popular B2C apps and learn from how they place their users at step one to achieve incredible rates of adoption and user satisfaction. Utilizing already familiar UI conventions and designing solutions around the needs of the user can help companies drive adoption of digital tools and reap the benefits that were promised.
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