“Digital frustration is happening from the top down,” says Deena Tearney, CEO of Pacific Point, a Salesforce consulting company located in Denver. “Organizations across the board are facing this challenge, from private companies to not-for-profits, even the government.”
Pacific Point is no stranger to modernizing technology for clients using Salesforce, primarily in the health care, financial services and public sector industries.
In late 2021, President Joe Biden signed an executive order directing federal agencies to “put people at the center of everything the Government does” by employing “simple, seamless, and secure services that meet people where they are,” and while the executive order looks broadly across government services, technology is certainly a critical component. This order validated how wide spread a challenge it is to get human-centered design right. No matter how great the technology or how aligned it is to your corporate vision, if users can’t or don’t use it properly, the value is lost.
Human-centered design has a lot to do with user experience and user interface design, but it also has to do with how well a solution is designed from a business process perspective.
“We have a client in the health care industry who meticulously clicks through every patient process looking for how she can make the user experience simple and straightforward. Together, we get creative on all the user clicks while ensuring we don’t compromise the objectives of the project,” says Tearney. Successful system implementations can reduce “tech stress” on health care workers and empower them focus on the patient. Tearney adds, “Regardless of industry, making the experience better for your employees helps them excel and increases job satisfaction.”
Many organizations are deep in the throes of their digital transformation roadmap, steadily launching initiatives to reach specific growth goals and customer service objectives. While these brilliant technology makeovers are aligned to a sound strategic vision, an all-too-common place where digital transformation falls short is with the employees and customers, the true users of these new technologies and systems – humans.
To ensure your next digital transformation initiative is a “human” success, consider how you can apply these practices within your organization.
1. Involve the user.
This seems obvious, but why does it rarely happen? The most common reason is employees are busy with their day-to-day jobs so it becomes a significant company investment to involve users in the project. Some suggestions to succeed here is to create a rotating schedule where employees can free up time to be a part of the implementation and training. Conduct “conference room pilots” which can be faster sessions on specific key topics where users can provide feedback in a conference room setting, rather than sitting through lengthy workshops and sessions covering a wide range of topics. When you work through solution demos and testing, click through as if you were the user, or better yet, involve actual users in the demos and testing phases.
2. Identify personas and map process steps early in your project implementation.
During the requirements and analysis phase, it is easy to miss thinking about what a user’s job will look like in the future. As a result, the design and build phase of your implementation will be missing key elements from a user’s perspective. To combat this, spend the time to create future state process maps in the requirements and analysis phase so you know who is impacted and who will do what at roll out. These process maps not only show how each department will interface with the technology, each other, and the customer, but they also support user readiness and are a valuable tool for developing training.
3. Think outside the box.
Sometimes users tend to think about the process “the way we always did it” and it’s difficult to imagine a reengineered experience. Doing a “lift and shift” to a new platform can certainly open the door to a world where human-centered design ideas take the back burner. Consider involving other internal teams with fresh eyes to provide customer experience input. Additionally, consider organizing focus groups to hear directly from your customer. Last but not least, leverage consultants as they have a breadth of experiences and ask them to check within their firm for outside the box ideas.

The time to humanize your digital transformation is now. Technology only works if people use it, and the best way to ensure user adoption is to think about the user at every step and include them whenever possible. When done correctly, technology makes human life easier, thereby increasing employee and customer satisfaction. It’s time to find a way to ease tech stress and focus on helping your business and your humans.
Schedule a call to hear more about Pacific Point’s user-focused Salesforce solutions.
Pacific Point is a certified Salesforce Consulting Partner, founded in 2011. Pacific Point is headquartered in Honolulu, Hawaii with locations in Denver, Sydney and Singapore. Pacific Point has a 5 star AppExchange rating, successfully delivering valuable Customer Relationship Management (CRM) solutions across a wide range of industries and clients.
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