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As presented by Carolyn Clarke at cmf2006 - the J. Boye conference for web & intranet professionals held in Aarhus, Denmark in 2006
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ADD PRESENTATION TITLE HERE (GO TO: VIEW / MASTER / SLIDE MASTER TO AMEND)ADD PRESENTER’S NAME HERE / ADD DATE HERE © Copyright EDF Energy. All rights reserved.
Taking a Snowballthrough Hell
The politics of governance,decision-making and ownership
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Where you want to get to
You
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Where you want to get to
You
A good-looking,user-friendly,inexpensivewebsite
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
fear
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
fear
bewilderment
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
fear
bewilderment
ineptitude
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
fear
bewilderment
ineptitude
ignorance
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
fear
bewilderment
ineptitude
ignorance
impatience
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What stops you from getting there
You
A good-looking,user-friendly,inexpensivewebsite
pride
fear
bewilderment
ineptitude
ignorance
impatience
despair
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What you can do about it
Tackle those feelingsIf every problem (financial, strategic, timetabling, resources) issolved but these feelings are not dealt with, you will not get toyour goal
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What you can do about it
Tackle those feelingsIf every problem (financial, strategic, timetabling, resources) issolved but these feelings are not dealt with, you will not get toyour goal, which is a good-looking, user-friendly, inexpensive website
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
What you can do about it
Tackle those feelingsIf every problem (financial, strategic, timetabling, resources) issolved but these feelings are not dealt with, you will not get toyour goal, which is a good-looking, user-friendly, inexpensive website because these feelings will slow down, hinder, trip up, deflector even de-rail your project.
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor ■ Customers ■ Suppliers ■ Content providers ■ IT ■ Business areas
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor ■ Customers ■ Suppliers ■ Content providers ■ IT ■ Business areas
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor ■ Customers ■ Suppliers ■ Content providers ■ IT ■ Business areas
Personas
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor ■ Customers ■ Suppliers ■ Content providers ■ IT ■ Business areas
Personas
‘Personas representbehaviour patterns’
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor ■ Customers ■ Suppliers ■ Content providers ■ IT ■ Business areas
Personas
- Suzy Homemaker- Bob Businessman- Rita Retiredperson- Stefan Student
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor
■ Suppliers ■ Content providers ■ IT ■ Business areas
Personas
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor
■ Suppliers ■ Content providers ■ IT ■ Business areas
Personas ‘personas representbehaviour patterns’
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Think about your stakeholders
■ Owner/sponsor
■ Suppliers ■ Content providers ■ IT ■ Business areas
- Otto Owner- Frederica Finance Officer- David Designer- Sudhir Supplierofcms- Charles Contentprovider- Ivan IT-techperson- Brigit Businessmanager- Sofia Secretary- Eric Executive- Tom Techteamleader- Michael Marketing- Chirag Customersupport
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Make personas for them
■ Owner/sponsor
■ Suppliers ■ Content providers ■ IT ■ Business areas
- Tom Top-Brass
- Shirin Supplier
- Clare Contentprovider
- Ivan IT-techperson
- Marcel Manager
- Dan Designer
- Winnie Workerbee
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Find each persona’s emotional sore spot
Tom Top-Brass
Shirin Supplier
Clare Contentprovider
Ivan IT-techperson
Marcel Manager
Dan Designer
Winnie Workerbee
Bewilderment
Fear
Despair
Impatience
Ignorance
Pride
Ineptitude
What’s this web thingie anyway?
We’ll be sunk if this fails
I’ll never get it all done
This project is run by idiots
What’s the point of this?
My design is going to be ruined
It’s too complicated for me
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Tom Top-Brass What’s this web thingie anyway?
■ Why the new website will add to his bottom line (facts and figures)
■ Why websites matter to his customers (analysis from similar industries)
■ Why it will strengthen his own position (gains from web = his lustre)
Once he accepts, he owns.Once he owns, he can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Shirin Supplier We’ll be sunk if this fails
■ Demonstrate to him your commitment to timescales
■ Be seen to be proactive in solving problems at your end■ Be clear to him that you are denying yourself scope creep
Once he accepts, he owns.Once he owns, he can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Clare Contentprovider I’ll never get it all done
■ Clarify with her early what she needs to do
■ Let her know the timetable and where her tasks fit in
■ Get her to plan her resources (editors, organisers, proofreaders)
Once she accepts, she owns.Once she owns, she can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Ivan IT-techperson This project is run by idiots
■ Get him talking to the CMS vendor from the start
■ Show him why you are making the choices you are
■ Ask him to plan the post-project technical support
Once he accepts, he owns.Once he owns, he can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Marcel Manager What’s the point of this?
■ Show him how the website will help his department or area
■ Demonstrate how it will gain him efficiencies (facts and figures)
■ Remind him that being involved in a successful project helps his career
Once he accepts, he owns.Once he owns, he can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Dan Designer My design is going to be ruined
■ Make sure that he knows that your changes to his design are justified by customer needs
■ Get him talking to the CMS supplier and to IT from the start
■ Schedule him to do a final analysis of the website for the top brass: the designer’s last chance to blow his own horn
Once he accepts, he owns.Once he owns, he can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Tackling those feelings
Solve each persona’s emotional sore spot
Winnie Workerbee It’s too complicated for me
■ Ask for her input on the purpose of the website
■ Listen to her advice on how things are done
■ Get her estimates on the time she have to do work, pre-launch and post-launch
■ Make sure she has training and after-training support
■ Never forget her
Once she accepts, she owns.Once she owns, she can help constructively with decision-making
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
No web utopia
Solving emotional issues in ways that makes each person feel
like an owner helps each person to commit to making decisions
and to stick by them.
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
No web utopia
Solving emotional issues in ways that makes each person feel
like an owner helps each person to commit to making decisions
and to stick by them. But you can’t solve everything
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
No web utopia
Solving emotional issues in ways that makes each person feel
like an owner helps each person to commit to making decisions
and to stick by them. But you can’t solve everything . . . so proactively analyse the emotional issues you have
identified via the personas and prioritise them by the impact
they will have on the project.
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
■ What emotional issues will slow down the project?
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
■ What emotional issues will slow down the project? Those of workers, content owners, marketers, designer, managers
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
■ What emotional issues will slow down the project? Those of workers, content owners, marketers, designer, managers■ What emotional issues will deflect the project into delivering something other than your own goal?
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
■ What emotional issues will slow down the project? Those of workers, content owners, marketers, designer, managers■ What emotional issues will deflect the project into delivering something other than your own goal? Those of your supplier, IT, managers, designer, owner/sponsor/top brass, designer
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
■ What emotional issues will slow down the project? Those of workers, content owners, marketers, designer, managers■ What emotional issues will deflect the project into delivering something other than your own goal? Those of your supplier, IT, managers, designer, owner/sponsor/top brass, designer■ What emotional issues will stop the project?
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
■ What emotional issues will slow down the project? Those of workers, content owners, marketers, designer, managers■ What emotional issues will deflect the project into delivering something other than your own goal? Those of your supplier, IT, managers, designer, owner/sponsor/top brass, designer■ What emotional issues will stop the project? Those of IT, owner/sponsor/top brass
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Prioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players:
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Prioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players: 1. IT, the project owner/sponsor, and the top brass (can stop it)
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Prioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players: 1. IT, the project owner/sponsor, and the top brass (can stop it)2. Your supplier, designer and business managers (can deflect it)
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Prioritising issues to address must be in order of their impact on theweb project.Don’t get distracted by the urgent.Keep your eye on the important players: 1. IT, the project owner/sponsor, and the top brass (can stop it)2. Your supplier, designer and business managers (can deflect it)3. Workers, content owners, marketers (can slow it)
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Deal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Deal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions 1. IT, the project owner/sponsor, and the top brass Use facts, figures, competitor analyses, and their own strategy
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Deal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions 1. IT, the project owner/sponsor, and the top brass Use facts, figures, competitor analyses, and their own strategy
2. Your supplier, designer and business managers Use timetables, business gains and your commitment to them
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Prioritising problems
Deal with the important players by remembering the persona thatrepresents their behaviour, and address those emotions 1. IT, the project owner/sponsor, and the top brass Use facts, figures, competitor analyses, and their own strategy
2. Your supplier, designer and business managers Use timetables, business gains and your commitment to them3. Workers, content owners, marketers Use a clear goal, timetables, and create buy-in by involving them from the start
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
In the end
It isn’t about solving all the emotional issues
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
In the end
It isn’t about solving all the emotional issues.
It’s about solving as many important ones as you can.
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
In the end
It isn’t about solving all the emotional issues.
It’s about solving as many important ones as you can.
Your website depends on you. Be a safe pair of hands.
TAKING A SNOWBALL THROUGH HELLCarolyn Clarke
© Copyright EDF Energy plc. All rights reserved. 2006.
Be a safe pair of hands, if you can, but...
While you can 'persona' your colleagues until you are blue in theface, but what happens when:
1. you don't have total project control, or
2. you are project manager for a powerless sponsor?
ADD PRESENTATION TITLE HERE (GO TO: VIEW / MASTER / SLIDE MASTER TO AMEND)ADD PRESENTER’S NAME HERE / ADD DATE HERE © Copyright EDF Energy. All rights reserved.
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