During the roll -out of a new tool or launch of a new system, one major communication pitfall is relying too much on technical jargon while neglecting the end-user perspective. While it may seem effective for project stakeholders to focus on the project group’s perspective, it often alienates end-users internally and externally, leading to confusion, disengagement, and poor adoption.
In general, there are two communications tactics to enhance understanding and engagement to accelerate the adoption of the new tool or system:
1. Avoid overloading users with technical language and instead relay the information in plain language with simple, easy-to-digest terms that focus on how the new system will make their daily tasks easier and more efficient.
2. Shift the focus from a project team perspective to the end-user benefits and what’s in it for them to use this new tool or system.
A project communications advisor knows these pitfalls and creates strategies and messaging that ensure clarity and engagement. Let’s explore how to avoid these issues and enhance user adoption
How to avoid overloading users with technical language
Technical terms and jargon are familiar to project teams but can overwhelm and confuse end-users. The goal is to simplify the language while retaining clarity. Use language that emphasizes the practical impact and value for the user rather than focusing on abstract terms that might not resonate with your audience
Shifting from overly technical communication to plain language ensures that users clearly understand the benefits of new systems, enhancing engagement and reducing friction during adoption.
How to shift focus from a project group perspective to end-user benefits
Another pitfall in technology project communications, is focusing too much on the technical details from the project team’s perspective. Project teams often prioritize sharing their accomplishments and milestones with stakeholders through elaborate newsletters and presentation decks, seeing these as personal wins, but they frequently overlook the relevance of this information to others. It’s tempting to talk about system integrations, data migrations, and configurations, but that’s rarely what end-users care about. They want to know how these changes will impact their daily work, or daily life in case of external end-users.
A communications advisor’s role is to frame the milestones in a way that resonates with the people who will be interacting with the new tools.
Here are some examples of perspective shift:
In summary
By communicating in plain language and focusing on end-user benefits rather than project group perspectives, organizations can improve user engagement and ensure the successful adoption of new processes during a technology Go-Live. Always prioritize clarity and relatability, helping end-users understand how changes will positively affect them.
This simple shift can make all the difference in the success of your implementation, fostering both understanding and a smoother transition.
