Learning Launches for Creating a Sense of Ownership

Challenge

I currently work in a major transportation company that is regulated by the state. A few years  ago, an accident occurred on one of the routes. This has caused a lot of financial damage.  The company is required by law to be able to provide a report on all facilities and vehicles  involved in case of an accident. However, the recreation of the data needed was very costly  since the data required was not collected and stored on a central device.

I was instructed to build a workflow software together with a team of software developers to  track and support the construction of all new transportation facilities. By using this tool at  every step of the construction process, relevant data, that is necessary for generating a  report in case of an accident, can be collected and stored.

We have quickly found out that the major challenge was to create a tool that users would  want to use. It was hard to get them to provide information and to choose to adapt their way  of working by using a digital process. To them it came across as an additional responsibility  and a tool for enforcing control. Furthermore, it was extremely costly and demotivating to  map and implement a process tool that would not be used in the end.

Tool

We knew that we had to inspire the users somehow to ensure that the tool would be used in  the end and the necessary data would be collected consistently. We chose to organize  regular learning launches, where we would test possible scenarios with users by presenting  them with simple mockups of interfaces. Mockups are simple drawings of how an interface  could look like in the end. They are a cheap way of displaying possible features and  functionalities.

Through this approach we have hoped to include users in the whole development process  and to create a sense of ownership over the tool. Our goal was to decrease emotional  barriers by creating transparency and giving them a sense of control over the development.  Furthermore, we could learn on how to design the tool so that it would make sense to a user.

Application

On several occasions we have invited different end-users with different roles and  backgrounds to a meeting. We presented them with user interface mockups (eg: a simple  form) on paper and a series of scenarios that they had to perform with the mockups. An  example was to fill-in an application form for an examination, that was then passed on to an  examiner. He/she was able to accept or reject the application with a justification. I was  present at the event for the organization as well as for answering questions, participating in  discussions, observation and noting down findings.

Insights

Through these learning launches we were able to show users potential benefits of using the  tool. Furthermore, through face-to-face conversations we were able to empathize with users  and talk about their concerns. We realized that they no longer saw the project as a threat but  rather as something that they were a part of. We were asked often on what feature we would  implement next. Occasionally we even received messages from users with ideas of

improvements and random thoughts about the product. Through the insights gained we were  able to develop a first version of the tool with a solid background of user feedbacks.

Approach

If we could start over, we would begin learning launches even earlier in the process with  single users. This would have allowed us to gather more intimate feedbacks with a lower  group-bias. Furthermore, we could have prevented the early spread of misinformation about  the tool by providing an opportunity for testing it.

For group learning launches we could have organized more frequent events, testing a lower  number of features with a narrower focus. This would have provided us with a faster and  more detailed feedback. This could have been implemented for the next rounds of learning  launches.

