When & Where to Deploy People-Centric Strategies and Tactics
Let’s consider when deploying people-centric tactics can have the greatest impact through the lens of a typical Implementation program timeline.
Change Management Requirements
To support the Human Quotient approach, initial discovery should focus on deeply understanding the needs, goals, and concerns of each user group. Conduct interviews, focus groups, and shadowing sessions with representatives across departments, such as marketing, design, and project management.
This phase is about building empathy—capturing how different roles interact with assets, identifying pain points, and understanding personal motivations. By prioritizing diverse perspectives, the business can ensure that the DAM system is designed with users in mind. Effective discovery lays the groundwork for a tailored, people-centred approach that resonates with each user, building early buy-in for the change.
Change Needs Analysis
In the analysis phase, synthesize the insights gathered during discovery to define clear user personas and identify role-specific (change-focused) requirements. Group users based on their workflows, challenges, and DAM usage expectations. This analysis should highlight specific areas where the DAM system can streamline tasks, reduce frustrations, and support individual and team goals. Identify any potential adoption barriers, such as existing habits or resistance points, and map out how the system can alleviate these.
This focused analysis enables the business to craft a change strategy that aligns closely with users’ day-to-day realities, paving the way for effective engagement and adoption. It is during this stage that we can begin to establish what change success looks like and begin to develop our key adoption & change success metrics against which we can benchmark and continuously measure going forward.
Change Strategy Design
With the insights from the analysis phase, design a change strategy that actively involves users and fosters a sense of ownership. Establish cross-functional focus groups that will participate in pilot testing, provide ongoing feedback, and contribute to decision-making.
Create a network of “change champions” within departments—users who can model engagement and support their peers. The strategy should outline how each user group will interact with the system, emphasizing collaborative input and user-centric adaptations. By positioning users as partners in the change process, the strategy reinforces a collaborative journey, rather than a top-down directive, making the transition smoother and more engaging.
Change & Communications Planning
Develop a detailed, persona-driven communication plan that tailors messaging for each user group based on their roles and concerns. Use insights from discovery to craft messaging that speaks directly to the benefits each group will experience, such as efficiency for project managers or ease of access for designers.
Plan role-specific workshops, Q&A sessions, and open forums to allow users to discuss their concerns and learn about the system’s relevance to their work. Create a library of personalized resources, like user guides and success stories, and establish feedback channels. This targeted, interactive communication approach fosters trust, engagement, and enthusiasm for the DAM system.
Change Execution
During execution, prioritize proactive engagement and visible support. Begin with targeted training paths that match each user group’s needs and skills, providing access to on-demand resources, live Q&A sessions, and interactive tutorials. Regularly share updates on the system’s impact, celebrate milestones, and recognize early adopters or “change champions” who can support their peers. Ensure that feedback loops remain active, so users feel their voices continue to shape the process.
This phase is about making the change feel accessible, encouraging users to explore the system and reinforcing the message that they are integral to its success.
Ongoing Change Support
Post-launch, maintain a robust support structure to sustain engagement and adapt to evolving user needs. Set up regular check-ins through surveys, focus groups, or one-on-one sessions to monitor satisfaction, address emerging challenges, and adjust support as needed. Offer “office hours” or live support sessions where users can troubleshoot issues in real-time and continue to celebrate achievements. Keep the champion network active to provide peer support within departments. Ongoing support is crucial for reinforcing long-term adoption and ensuring that the DAM system remains a valuable, user-centred tool that adapts as the organization grows. Establishing multiple loops or channels for feedback (and advocating user empowerment to share their thoughts!) is important to ensure that the program continues to understand changes or trends in adoption; allowing the program to be proactive with new training, communications and guidance before workarounds or disengagement become too deep-rooted to easy address.
